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Value in content

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Working out what value is to your company, your audience and you.

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Value in content

  1. 1. Type your point in here contentdesign.london
  2. 2. What is value?
  3. 3. What makes content successful?
  4. 4. You’ll never believe what happened next…
  5. 5. 89% of all advertising is ignored = $17 billion - Dave Trott
  6. 6. Sarah’s rules of value #5 Know what you are measuring and why
  7. 7. pic of google traffic
  8. 8. Value is to give people content, not make people come to a site
  9. 9. Time
  10. 10. https://www.gov.uk/info/
  11. 11. https://www.gov.uk/info/
  12. 12. https://www.gov.uk/info/
  13. 13. www.yourpage.com/exampleone
  14. 14. Reach, engagement and brand recognition
  15. 15. Sarah’s rules of value #4 Know where you’re going before you look at where you’ve been
  16. 16. You have 3 seconds to get my attention and 5 to keep it. How are you going to value my time?
  17. 17. Don’t make all future content decisions on the past
  18. 18. Sarah’s rules of value #3 Know how much content costs you
  19. 19. Value to your organisation
  20. 20. Annual $30,000 $35,000 $50,000 $70,000 $90,000 Hourly $14.42 $16.83 $24.04 $33.65 $43.27
  21. 21. That’s how much content costs you to produce
  22. 22. Sarah’s rules of value #2 Know what value is
  23. 23. Is it worth it?
  24. 24. “Is it worth that much to get someone off the street? Yeah. And then some.”
  25. 25. What are you *not* doing because of that content?
  26. 26. Micromoments
  27. 27. pic of google micro moments
  28. 28. “My audience is everybody.”
  29. 29. No, it’s not.
  30. 30. Measure that you have fulfilled the need
  31. 31. Sarah’s rules of value #1 It’s all about the intention
  32. 32. Measure the type
  33. 33. Type your point in here
  34. 34. Type your point in here
  35. 35. Type your point in here
  36. 36. Type your point in here
  37. 37. Measure what too much content is costing you
  38. 38. What is too much content costing you? Disengagement: “They never publish anything good any more”
  39. 39. The quality needle gets lost in the haystack of noise
  40. 40. What is too much content costing you? Annoyance: “Too many emails/ they are filling up my feed/ can’t see what my friends are doing”
  41. 41. What is too much content costing you? Invisibility: “Oh, I just didn’t see it.”
  42. 42. What you don’t publish is as important as what you do publish
  43. 43. http://contentdesign.london/content-strategy/example- content-strategy/
  44. 44. Improvement over time #5 quality of leads #4 different metrics #3 how much content costs #2 what else are you now doing? #1 happiness of workforce
  45. 45. Sarah’s rules of value #5 Know what you are measuring and why #4 Know where you’re going #3 Know how much content costs #2 Know what value is #1 It’s all about intention
  46. 46. www.contentdesign. london/book Questions?

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