Content Strategy: You're Soaking In It
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Content Strategy: You're Soaking In It

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Tag team presentation at Chicago WebVisions with Russ Unger on content strategy practices for web projects. Includes a case study on Climate Ride, a national bike ride for bicycle advocacy and......

Tag team presentation at Chicago WebVisions with Russ Unger on content strategy practices for web projects. Includes a case study on Climate Ride, a national bike ride for bicycle advocacy and sustainable solutions. Also includes an awesome picture of Honey Boo Boo.

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  • Tell what we do. The “upfront why” about this presentation.\n\nAnd, let’s correct this, verbally: This is not really a VERSUS type of presentation, this will be more about The What and The How (imo; maybe I’m off here -r)\n
  • Tell what we do. The “upfront why” about this presentation.\n\nAnd, let’s correct this, verbally: This is not really a VERSUS type of presentation, this will be more about The What and The How (imo; maybe I’m off here -r)\n\nThis is what happens when Russ is the last to touch the presentation. :-)\n
  • Tim, you should put some photos of your beer bottles here. :-)\n\nRuss - ask what you can put in here from GE.\n
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  • There is a thinking from some UX folks that is “Content Strategy: Haven’t I always done this? Why is this a thing?”\n
  • There is a thinking from some UX folks that is “Content Strategy: Haven’t I always done this? Why is this a thing?”\n
  • There is a thinking from some UX folks that is “Content Strategy: Haven’t I always done this? Why is this a thing?”\n
  • When I wrote the chapter in “Project Guide, 2nd Edition”, this is where my thinking was, and I wanted to break out of that thinking, wanted to learn more and see if I was batcrap cray cray or not.\n\nAnd if UX people are saying that they think they’ve already been doing CS, then let’s take a look at that by taking a look at what UX is.\n\n
  • \n
  • Big Sigh.\n\nThere is a lot to this, but let’s talk around it. In terms of titles, we can say what we do as UX Designers--we do some IA, some IxD, some... a lot of stuff.\n\n
  • Big Sigh. First, what are these people?\n\nThere is a lot to this, but let’s talk around it. In terms of titles, we can say what we do as UX Designers--we do some IA, some IxD, some... a lot of stuff.\n\nThese folks all do UX, one way or another, but you probably would not call them UX by their titles, you’d call them:\n\n\nInformation Architect\nWeb Designer/Developer/Standards Guru\nResearcher\nContent Strategist\n\n
  • Content Marketers in their natural habitat.\n\nJoe Pulizzi\nAndy Crestodina\nLee Odden\nAnn Handley\n\n\n\n
  • This is a nice lead into Content Strategy.\nWhy?\nBecause CS is a way of putting empathy onto a page, an app, a view, whatever you want call it. Curiosity is driven by how the content is displayed and portrayed and how you respond to it.\n
  • \n
  • This is directly from “Content Strategy for the Web 2nd Edition”\n\nAdded “useful & usable” because content bloat is a bitch, and, in general, is to not serve up unnecessary content.\n
  • What is “Content?”\n\n- Copy\n- Audio\n- Video\n- Podcasts\n- Etc. Etc. Etc. \n\nTim to chime in here, too!\n
  • I have had an issue with governance for awhile--this is NOT an attack against the definition, nor Kristina. Not at all--the word is great, and when you dissect it, it totally makes sense.\n\nA more detailed definition of “governance” helps those who work with us understand the expectation of the word, however!\n
  • Governance is where Marketing typically comes in.\nTIM RIFF HERE\n\nRUSS: This is where UX is lousy about throwing shit over the fence.\n\nTalk about ad agencies building CMSes and then getting the call “put this content in it for us”\n
  • content is words, audio, video, games, widgets, apps--anything that sits on a page/view/etc.\n
  •  Content strategy is NOT information architecture. While information architects deal with organizing, categorizing, labeling, and prioritizing information, the content structure, tone and voice, sources of content, governance of the content and all of the planning that goes into that is such a “political and hairy” area that one could get stuck in an infinite loop of herding cats in many cases. That means that sometimes it makes a lot of sense for these roles to be very separate—but working very closely together—on projects. As always, scope and time and materials will play a large role in making that determination.\n\n Content strategy is NOT copywriting. No. No, no, no, no, no. Copywriters, well, they are the ones who are writing the copy. In many cases, they are sure to work out how tone and voice and structure—and possibly even styles—are put together, but their primary focus is on generating the copy so that it is on-brand. Content strategy loves to take what the copywriters provide, which when articulated well is the story that is being told, and figure out how it works best for the project. To say that content strategy is copywriting is also to forget all those other wonderful content items (videos, documents, images, etc.) that need to have a home within your project. Then, in a frictionless environment where content strategy gets to analyze usage statistics, turn the data into insights and an updated plan for that part of the content.\n\nOkay, so those are not as absolute as they sound. That is, the roles can intertwine to some degree. Content strategists can—and often do —practice information architecture, and vice versa. Likewise, content strategists can—and often do —practice copywriting, and vice versa. Heck, some information architects do copywriting, and vice versa, as well. In some cases, you may have a single person performing all three roles based upon the structure of the project or organization.\n\n
  • If You Build It They Will Come?\n\nNo. Not Really. Tim has a story. Arts Client. Russ can tell a story here, too; just happened YESTERDAY.\n\n\n\n
  • If You Build It They Will Come?\n\nNo. Not Really. Tim has a story. Arts Client. Russ can tell a story here, too; just happened YESTERDAY.\n\n\n\n
  • Hipster Ipsum; Bacon Ipsum, Lorem Ipsum, Russ use 80s Sitcoms\n\nSHOW A WIREFRAME WITH LIPSUM\n\nWE FORCE CONTENT TO A SPACE, OR A SPACE TO CONTENT, INSTEAD OF CREATING SPACE AND CONTENT TOGETHER\n\nRuss add screens of sketches & wires.\n
  • Hipster Ipsum; Bacon Ipsum, Lorem Ipsum, Russ use 80s Sitcoms\n\nSHOW A WIREFRAME WITH LIPSUM\n\nWE FORCE CONTENT TO A SPACE, OR A SPACE TO CONTENT, INSTEAD OF CREATING SPACE AND CONTENT TOGETHER\n\nRuss add screens of sketches & wires.\n
  • TIM: This shows the wall; marketers start typically at the front with “We need a website!”\n\nThey understand keywords, understand the brand, and even the need, but they throw it over to the “web team”, who, when finished, throws it back.\n\nThat’s the ugly circle of life of “content” creation today.\n
  • No shared disciplines. Big walls.\n
  • Okay, this can be easy. Answer this question: Do you already have a content strategist on the project?\n\nIf the answer is yes—great! You have found your content strategist!\n\nIf the answer is no, look around you. Is there anyone else on the project who has claimed ownership of the content strategy?\n\nIf the answer is yes—great! You have found your content strategist!\n\nIf the answer is no, look into a mirror. Smile. Wave kindly, because the beautiful person you have found is your content strategist.\n\nThere is a chance that you could be the new content strategist on your project.\n\nYou see, content strategy is kind of in a “sweet spot” of UX; it is a part of the UX, but it is also separate. Like how the delicious peanut butter is separate from the delicious chocolate, but together they are even more delicious!\n\nAs a UX person, you need to have some ownership. If your client says they’ll own it, don’t you worry about it, tell them it’s your job to worry about it, and you want to WORK WITH THEM on this. \n\nThen explain why (see previous slides)\n
  • Yesterday.\n\nThe real answer is that content strategy needs to be right up front with everyone else in the project. Invoke your content strategy and/or content strategy needs as soon as there is discussion of a project. In the consulting world, this means trying to get a seat at the table during the RFP/Pitch phase to ensure a proper allotment of time and materials. In the internal project world, the bug needs to be planted in the ears of the stakeholders as soon as possible; content strategy needs a seat at the table.\n\nContent strategy can help flesh out the business goals and get you thinking about how content is going to be created or curated, managed, and measured. In essence content strategy is not just part of your broader user experience, it can also tie nicely into your brand strategies, which should be getting the same resonating treatment across the organization.\n
  • We are going to talk about some of the “things” you can do, and some of the artifacts that will help you \n
  • Whomever owns the Site Map owns the project - Kevin Drew Davis, Russ believed this.\nNOW: Whomever owns the Words/Vocabulary/Message/Common Terminology owns it. -Russ\n\nThis is one of the first activities you should engage in. Margot Bloomstein calls message architecture, “A hierarchy of communication goals that reflect a common vocabulary. The qualities you want to convey, not the points you need to make.” A message architecture helps you define these qualities in terms of language that everyone on the team can understand. Margot suggests using card-sorting exercises in a kick-off meeting to define “Who we are, who we are not, and who we’d like to be” over the course of three separate steps:\n\n1. Categorizing adjectives to describe their brand or product\n2. Filtering the adjectives while focusing on how the brand or product\nshould be perceived through the work of the project\n3. Prioritizing the goals by focusing only on the “we’d like to be” column\n\nMargot’s the expert here, and she has a full chapter dedicated to message\narchitecture in her upcoming book Content Strategy at Work (Morgan Kauffman,\n2012).\n
  • This is also called a content audit or page inventory . A quantitative audit is a fairly basic audit that is easy enough to complete using any spreadsheet tool. The most core parts of a quantitative audit are the URL (if it’s a web-based project) and/or page location (such as the page number in a site map), the page title, and the page contents.\n\nDepending upon your needs, this can be expanded to include additional information such as keywords, descriptions of various elements, etc.\n
  • Russ & Tim - Tim: How much of this sucks, and why, what to do about \n\nThis is also called a content audit , a page inventory , or a content assessment. A qualitative audit (Figure 8.2 ) is a much more thorough examination of the content. In addition to all that is in the quantitative audit, additional information is added, such as a headline, a body description, a main message, image details and sizes, video details and sizes, other content types placed on the page, notes, traffic information (content usage), SEO information, content accuracy, content usefulness, how user-/target-audience friendly the content is, grammar, spelling, structure, etc. In some cases, you may also want to provide a grade or a level of measurement as to the quality or effectiveness of the content. \n\nTo quote Kristina Halvorson, “A qualitative audit analyzes the quality and effectiveness of the content” (www.peachpit.com/articles/\narticle.aspx?p=1388961&seqNum=5).\n
  • This is an “in-progress” Quantitative Audit, essentially.\n\nA content matrix is pretty similar to—if not an extension of—the quantitative audit. The biggest difference is that the content matrix also tracks production status, related links, metadata, alternative text for images and other page assets, content source, content owner, whether or not content is approved or what the status is of the content, and the delivery deadlines for the content.\n\nQuant Audit = Existing / Current State\nContent Matrix = Project and Status\n
  • LET’S CALL OUT ANDY HERE!\n\nThese are also called page templates or page tables. Content templates are not wireframes, but they play very nice with them by providing information on the page and/or template level. A basic content template provides a page title, descriptions of the content that will exist on the page, and samples of the content. You may also want to provide headlines, character limits on copy, captions, and other copy. These can get quite extensive when you getinto catalogs and product pages, but they are useful when trying to wrangle content from a herd of cats. Erin Kissane has written a useful article entitled “Content Templates to the Rescue” (A List Apart) that takes a deeper dive and provides a sample that you can work from.\n\n===\nYou might think of content templates as a kind of wizard for content development. Whereas branding, voice, and editorial guidelines are often prosy and stylish, the content templates I use are lo-fi, ugly, and relentlessly practical, and they contain at least the following information:\n- The page title.\n- A short description of each chunk of content that will be on the final page, including what each chunk of content must do, and what formats it can be in (paragraph, simple bulleted list, multi-level bulleted list, data table, screenshot, callout box, etc.).\n- Examples of each chunk of information, written by actual writers and supplemented by inline guidelines as needed.\n\nNote: Content templates are usually created by content strategists, but if your project doesn’t have a dedicated content specialist, the templates can produced by information architect, project coordinator, or other person who is in charge of your content. (If no one is currently in charge of your content, you have bigger problems and should put this article down and go hire, assign, or persuade someone to oversee content for your site.)\n\n
  • Tim & Russ thing. Russ has been asking and talking about it more, but it’s not happening enough still.\nThis can also be called a governance plan . The editorial calendar is your project plan for future content. Editorial calendars hearken from the newspaper and magazine industries but apply nicely to content strategy, because we are all publishers now, and any content that can be planned, should be\nplanned. \n\nAccording to Tim Slavin’s “How to Create an Editorial Calendar to\nPublish Blogs, Facebook Fan Pages, Twitter, and Email Newsletters” an editorial calendar needs to\nhave these core elements:\n\n1. What to publish based on audience needs and your brainstormed ideas\n2. Prioritized list of what to publish\n3. Work effort required to publish each piece of content\n4. Micro-content needed (e.g., page titles, headlines, navigation link labels, ALT tags, footers, blurbs)\n5. Dates assigned for writing, editing, publishing for each piece of content\n6. Publishing location (e.g. print, blog, email newsletter, Twitter, Facebook)\n\nAn editorial calendar helps you plan for future content needs and provides anyone who has responsibility or impact on the future content with advance notice. When considering your editorial calendar and/or governance plan, you will need to consider the following questions:\n\n Who owns what content?\n H ow much content will be largely static?\n H ow much will need to be revisited with some regularity and/or scheduled?\n When will content be retired?\n\nThese questions help you with thoroughly planning the future of your content.\n
  • What a CS is possibly saying: \n\nIf there is no UX/IA/IxD: I’m looking in the mirror and I’m doing this stuff.\n
  • Simply put:\n\nIf a Content Strategist has to wait around for someone else to be responsible for the Site Map and Wireframe, there is a good chance that they will just do the damn thing themselves.\n\nTruth.\n\n===\n\nAnd this is why we have a gray area of overlap.\n
  • All of this content strategy stuff might seem like a lot of what you are already doing in the work that you do, as it pertains to UX. Information architects have been organizing, categorizing, and labeling information for as long as they have been information architects; and a lot of what a content strategist is doing might send their spider sense into action.\n\nThis is not a bad thing. If anything, it is the right thing.\n\n\nAnd this is where TIM comes in handy, because frankly, this is as deep as Russ’ lame-ass goes.\n\n
  • Add walls?\n
  • Content Marketing Retreat’s definition of content marketing lifecycle, which includes content strategy.\n\nClearly, a complex and iterative process, as shown here and next two slides.\n
  • Source: IBM’s Customer Facing Solutions\nhttp://www.customerfacingsolutions.com/offerings/ourapproach.html\n
  • Source: Razorfish Content LifeCycle\nhttp://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/\n
  • Sad reality: content is often regaled to a single line item in a proposal.\n
  • No walls, shared disciplines actually being shared\n
  • Here’s how it’s done correctly.\n
  • \n
  • Before: proprietary janked CMS, no sharing tools, hard to update, yada yada yada.\nAfter: industry-standard CMS, sharing tools, simple updates from mobile and desktop devices.\n
  • Primary objective of Climate Ride’s content strategy is to create keyword-rich content that resonates with search engines and engages target users.\nContent starts at website but also embraces social networks and includes easy tools for user-generated content as well.\n
  • \n
  • \n
  • Insert shot from CR keyword research.\n\nDid broad head and long tail keyword research. Discuss difference?\n
  • Insert image of persona\n
  • Insert image of wireframes and task flows\n
  • EE: easy to update CMS\nDonorDrive: Third party donation/registration system (affects how content is presented); also includes social fundraising tools that help with donation process.\n\nImportant: Training provided on entire content management lifecycle.\n
  • Social Content Strategy: \n\nContent strategy for Climate Ride crossed media types, social networks and author types.\nStarted with solid content on the blog and moved to various networks via teams of dedicated authors and riders who generated content through images, pictures, tweets, videos, etc.\n
  • Social Content Strategy: \nPrivate moderated FB Groups give riders chance to ask questions and connect with other riders.\nPublic FB page seen by past riders, donors, other friends of the ride.\n
  • \n
  • Hashtag #climateride was used to track user-generated content.\nAdded to photos, tweets, etc.\n
  • Instagram provides easy image-sharing tools, which were great for both user and Climate Ride-generated content.\n
  • Hashtag + Instagram + Twitter + Ink361 = hashtag photo albums\n
  • Ink361 provides a photo map for user-generated content with hashtag #climateride, allowing donors to get a visual map of the ride in photos.\n
  • 63 Climate Ride-generated videos\nTwo dozen rider-generated videos\n
  • \n
  • Run quick reports on Facebook and Twitter metrics:\n- Interactions (likes, unlikes, retweets, sharing, etc.)\n- Engagement (conversations, mentions, etc.)\n- Impressions\n- Audience demographics\n- etc.\n
  • Russ will ask about the long tail\n\nMeasurement is iterative. With each event we have more data that we can benchmark against past data and improve our content strategy. Content strategy iteration is critical!\n
  • Results: Over 70+% conversion rate on donations in time leading up to, during, and shortly after each ride.\n\nTake-away: work to increase conversions and engagement between events.\n(Climate Ride doing this through special promotions, give-aways, education, and community engagement)\n
  • \n
  • Shift from the walls of marketing to UX & Dev and back to Marketing\n\n-  Average total amount raised per ride is up $150,000 from 2011 to 2012 (50% increase)\n- Riders are raising an average of $85 more than they did last year\n- Riders are reaching almost 2000 more donors per ride (up 43% from last year) (i.e. total count of donations for all riders)\n- Ridership is up an average of 50 riders this year (46% increase from 2011) \n- We already have 18 riders registered for 2013 rides!! (Including the May ride in September!)\n
  • Shift from the walls of marketing to UX & Dev and back to Marketing\n\n- Ridership is up an average of 50 riders this year (46% increase from 2011) \n- We already have 18 riders registered for 2013 rides!! (Including the May ride in September!)\n
  • Shift from the walls of marketing to UX & Dev and back to Marketing\n\n- Ridership is up an average of 50 riders this year (46% increase from 2011) \n- We already have 18 riders registered for 2013 rides!! (Including the May ride in September!)\n
  • \n
  • This seemed to make a lot of sense to add.\n
  • \n

Transcript

  • 1. Content Strategy You’re Soaking in ItTim Frick | @timfrick Russ Unger | @russu Mightybytes GE Capital
  • 2. Tim RussMarketing vs. User Experience
  • 3. Content Strategy & UX Where do we begin?
  • 4. Content Strategy & UX Where do we begin?
  • 5. Content Strategy & UX Where do we begin?
  • 6. “Don’t I already do ContentStrategy? - UX Professionals, Everywhere“I do Content Strategy every day. - Content Marketers, Everywhere
  • 7. UX What isUser Experience?
  • 8. UX What is User Experience?Image Source: Image Source: zeldman.com Image Source: Flickr.com | Image Source: .net
  • 9. M
  • 10. ?
  • 11. adipiscing elit. Aliquam nulla lectus,posuere in tempor sed, venenatis ut libero.Integer neque mi, gravida sit amet sagittisquis, consectetur et ligula. Lorem ipsum What is adipiscing elit.dolor sit amet, consectetur Content Strategy?Morbi scelerisque dolor vel odio laciniaaccumsan. Morbi lacinia aliquam dolor,quis tempor est sollicitudin vel. Morbipharetra risus nec dolor porttitor placerat.Donec sodales vestibulum arcu, sedporttitor tortor consequat id. Nulla ultricesviverra augue at gravida.Ut neque erat,condimentum eget accumsan non, rutrumet sapien. Pellentesque sed leo ut mauris
  • 12. ? “ Content strategy guides your plans for the creation, delivery, and governance of content.”Image Sourc e: .net - Kristina Halvorson useful, usable
  • 13. Content Strategy is:• Creation - Creating, identify the content• Delivery - Making the contents live• Governance - Ma...
  • 14. ? WTF isGovernance
  • 15. Governance is:•Defining style, tone, voice, clarity•Creating the content•Managing the workflow•Planning when the content types happen Say It With Me: Spreadsheets!
  • 16. Content Strategy is not: • Copywriting • Information Architecture...but Content Strategists may do those
  • 17. ? Do We NeedContent Strategy
  • 18. We NeedContent Strategy
  • 19. a ie srirach tica s y hood out helve n, bank ey sold b rookly t h n ger bag ch illwave rtland before m messe r igin coffee a rers po h e ra w deni ny pack .S ingle-o butcher wayf torial mustac alvia DIY fan n i ter sar o ns e d, seita rtypewr r. Skateboard es anders oodie tattoo l. Maste s cene ste u b fo rage w bit. Fixie h n e ext lev liamsburg gastrop l PBR lo-fi 8- eard of them il ar tisan, re h ai nable w itch post- a n appa bably havent h, squid sust s shored Americ you pro b runc eney k shk ka le pitch fork it ethnic mcswe u p yr ml havent eg an 8-b rd of them ft beer pop- robably cle anse v y havent hea l ra omo. C rooklyn you p robabl rts scenester b you p o a ut PBR ironic jean sh st-ironic truff M arfa po chips. . heard of them
  • 20. a ie srirach tica s y hood out helve n, bank ey sold b rookly t h n ger bag ch illwave rtland before m messe r igin coffee a rers po h e ra w deni ny pack .S ingle-o butcher wayf torial mustac alvia DIY fan n i ter sar o ns e d, seita rtypewr r. Skateboard es anders oodie tattoo l. Maste s cene ste u b fo rage w bit. Fixie h n e ext lev liamsburg gastrop l PBR lo-fi 8- eard of them il ar tisan, re h ai nable w itch post- a n appa bably havent h, squid sust s shored Americ you pro b runc eney k shk ka le pitch fork it ethnic mcswe u p yr ml havent eg an 8-b rd of them ft beer pop- robably cle anse v y havent hea l ra omo. C rooklyn you p robabl rts scenester b you p o a ut PBR ironic jean sh st-ironic truff M arfa po chips. . heard of them
  • 21. a ie srirach tica s y hood out helve n, bank ey sold b rookly t h n ger bag ch illwave rtland before m messe r igin coffee a rers po h e ra w deni ny pack .S ingle-o butcher wayf torial mustac alvia DIY fan n i ter sar o ns e d, seita rtypewr r. Skateboard es anders oodie tattoo l. Maste s cene ste u b fo rage w bit. Fixie h n e ext lev liamsburg gastrop l PBR lo-fi 8- eard of them il ar tisan, re h ai nable w itch post- a n appa bably havent h, squid sust s shored Americ you pro b runc eney k shk ka le pitch fork it ethnic mcswe u p yr ml havent eg an 8-b rd of them ft beer pop- robably cle anse v y havent hea l ra omo. C rooklyn you p robabl rts scenester b you p o a ut PBR ironic jean sh st-ironic truff M arfa po chips. . heard of them
  • 22. UXKeywords Analytics
  • 23. A Typical Content Strategy ScenarioMarketing Marketing UX & Web Teams
  • 24. Who?
  • 25. When?
  • 26. What?(Mostly Rhymes with “ShmeadSheets”)
  • 27. Message Architecture Sort & Filter! Image Source: Content Strategy at Work by Margot Bloomstein
  • 28. Quantitative Audit
  • 29. Qualitative Audit Image Source: Laura Creekmore / A Project Guide to UX Design 2nd Ed.
  • 30. Content Matrix
  • 31. Content Templates Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
  • 32. Content Templates Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
  • 33. Editorial Calendar
  • 34. Site Maps & WireframesWTF?
  • 35. “ Site Maps & Wireframes While today content is often conveyed in multipleWTF? channels, seeing the framework concretely through a wireframe orLaura Creekmo nt re sitemap enhances the clarityCreek Conte of the communication while you still have time to fix the problems you see in the design.
  • 36. “Don’t I already do ContentStrategy? - UX Professionals, Everywhere“I do Content Strategy every day. - Content Marketers, Everywhere
  • 37. The Sad TruthMarketin Marketingg UX / Web Team
  • 38. Content Marketing Lifecycle
  • 39. Content Strategy in Process
  • 40. Content Strategy in Process
  • 41. Wouldn’t It Be Nice... UX & Content Strategy
  • 42. Defining CS Success
  • 43. Climate Ride Strategy Maintain content quality and accuracy Keep target users engaged where they are $ Increase donations
  • 44. Extreme Content Strategy
  • 45. User Research
  • 46. Keyword Research
  • 47. User Personas Mightyby tes ClimateRid e | Person as USER TYP E USER Prospecti ve Rider QUOTE DESCRIP TION “I ride my bike to wo rk and MOTIVAT want to ri de it for a PR is a 32 ION care abou cause I year old w KEY ATTR t. Finally, educated ell Looking to IBUTES a charity e I can do , sharp an give back vent for a profession d savvy in big n al male w way and m Wants to organizati loves trav ho eet like m participate on I am tr el and see individuals inded in passionate uly ks and bene something about.” adventure good cau fit a that has a Returning . He is inte se. young vib hip Rider in the env rested e but also ironment benefits a very activ and good cau e. Wants to se. “I particip do someth ated in th has impac ing that Climate R e t. ide and it Business amazing a was an owner wh dventure the great o loves filled outdoors. Nurturing with inspir past relati ation and made in la onships connectio st year’s C Reliving th n.” Ride; ded limate e emotionDonor ication to inspiration al and the enviro helping al momen nment. past years ts of and helpin motivate n g to “My co-w ew particip orkers are ants. riding in 2 all 010 and I’ Married w show my d like to ith kids bu support.” a respons t feels T ibility to g o support back. ive the cause riders’ jou and Give first rneys. time users and easy a fast way to do while crea nate ting a bra awarenes nd s and moti to return. vation
  • 48. Wireframes
  • 49. Content Management Tools
  • 50. Social Content Strategy
  • 51. #climateride
  • 52. #
  • 53. • Lists for each day.• Custom locations.• 84 tips (find bathrooms, water stops, etc.)• Lost riders can search to get directions.
  • 54. REPORT TREACH C-DC 2012/OU al RIDE NY other soci CLIMATE te th an all the te Ride si the Clima traffic to ds more• Face book sen d. combine networks ifferent. re a bit d umbers a ove, so n bullets ab later than the enerated age was g NOT E: This im 10
  • 55. CH RE PORT C 201 2/OUTREA IDE NYC-D CLIMATE R past month: sit e metric s from theHe re are some ou ld be e ride. Our goal sh ignificant ly during th the ride as w e ll. crease s nd after u can s ee, visits in eractio ns before a N OTE: As yo gement and site int to increas e user enga ou t h as Ho otsuite, Spr RICS tions v ia tools suc SO CIAL MET tracked metrics and men , and so on. , we ach re possible ts, TweetRe
  • 56. R-E-S-U-L-T-S
  • 57. Content Strategy Results•Over $1M raised to date for beneficiaries•70+% conversion rate on donations•Increased sign-up for upcoming rides•Rider numbers have doubled in past year
  • 58. Content Strategy Results•Significant expansion of online reach•50% increase in amount raised per ride over the last year•Riders raise average of $85 more than last year
  • 59. Content Strategy Results•Riders reach almost 2000 more donors per ride (up 43% from last year)•Ridership up 46% from last year•18 riders already registered for 2013!•Earliest ride registration on record
  • 60. When You Apply Content Strategy Throughout a Project, You Get Results.And Yes, You’ve Probably Been Doing It. Or Avoiding It. So, Soak In It.
  • 61. When You Apply Content Strategy Throughout a Project, You Get Results.And Yes, You’ve Probably Been Doing It. Or Avoiding It. hant’s Dog his i s Nis It. T So, Soak In
  • 62. Additional Resources• Content Strategy for the Web by Kristina Halvorson & Melissa Rach• The Elements of Content Strategy by Erin Kissane (A Book Apart, 2011)• Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project by Margot Bloomstein (Morgan Kaufmann, 2012)• Return on Engagement: Content, Strategy and Design Techniques for Digital Marketing by Tim Frick (Focal Press, 2010)• Clout: The Art and Science of Influential Web Content by Colleen Jones (New Riders, 2010)• Letting Go of the Words by Janice (Ginny) Redish (Morgan Kaufmann, 2012)
  • 63. Thank You!Tim Frick | @timfrick Russ Unger | @russu Mightybytes GE Capitaltim@mightybytes.com russ@userglue.com