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Clever ways to get content out of stupid people | B2B Marketing Summit | Catherine Toole

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Clever ways to get good content
out of stupid people
Catherine Toole, 18 June 2014
@stickycontent
@catherinetoole
#B2BSumm...

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We do 3 things…

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Who we’re working with…

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Clever ways to get content out of stupid people | B2B Marketing Summit | Catherine Toole

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We all know that content is now considered a business-critical activity. So how come good content is still so hard to squeeze out of people? Why are your stakeholders still insisting on 9 rounds of amends? Why do your product owners refuse to be user-friendly? Why has the ceo come over all editor-at-large?

If you think your content problems might actually be people problems, this session has some smart ideas on how to fix that. Maybe even without them noticing.

This session will give practical advice on how to:
- build the business case for content strategy
- streamline content sign-off
- encourage good editorial habits
- help people stay on brand and on message
- build a content culture
- manage difficult content stakeholders

We all know that content is now considered a business-critical activity. So how come good content is still so hard to squeeze out of people? Why are your stakeholders still insisting on 9 rounds of amends? Why do your product owners refuse to be user-friendly? Why has the ceo come over all editor-at-large?

If you think your content problems might actually be people problems, this session has some smart ideas on how to fix that. Maybe even without them noticing.

This session will give practical advice on how to:
- build the business case for content strategy
- streamline content sign-off
- encourage good editorial habits
- help people stay on brand and on message
- build a content culture
- manage difficult content stakeholders

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Clever ways to get content out of stupid people | B2B Marketing Summit | Catherine Toole

  1. 1. Clever ways to get good content out of stupid people Catherine Toole, 18 June 2014 @stickycontent @catherinetoole #B2BSummit
  2. 2. We do 3 things…
  3. 3. Who we’re working with…
  4. 4. “You can redesign a home page. You can buy a new CMS. But unless you treat your content with strategic consideration, you can’t fix your website. Once people started to accept this fact, the conversation took off. It’s a pain point everyone shares and content strategy offers relief.” What’s the point of content strategy? From Content Strategy for the Web by Kristina Halvorson & Melissa Rach
  5. 5. © PA “Please don’t look at our website. It’s awful! But I’m trying to change things…” 100s of delegates share their content pain “A lot of our content is unnecessary but managers get upset if we suggest culling it” “We’re so reactive, most of the time we’re creating content on demand” “The CEO just wants to know why we’re not on instagram/Facebook/ twitter…” “Our stuff is too long for mobile and full of jargon. If I change it, I’m ‘dumbing it down’”
  6. 6. “Biggest challenge? People just don’t really get it…” Get your free copy of the full 36-page State of Digital Copywriting report here: http://www.stickycontent.com/survey/
  7. 7. Are your problems really content problems? Core Strategy Substance Structure Workflow Governance People components © Brain Traffic 2011 Content components
  8. 8. © PA It’s people who screw up your content © PA
  9. 9. They’ll do it at the planning stage…
  10. 10. The Venn diagram of content shame Credit Randall Munroe http://xkcd.com/773/
  11. 11. … and they’ll do it during creation.
  12. 12. Get your free copy of the full 36-page State of Digital Copywriting report here: http://www.stickycontent.com/survey/
  13. 13. They’ll do it at sign-off stage...
  14. 14. You work hard for what goes into your current account. Shouldn’t that account work hard too? ♥ Wonderbank ♥  Extra money: earn interest on the cash you aren’t using  Total control: you set limits on what to keep – and sweep  No hassle: your account sweeps automatically for you  Instant access: if you need it, sweep it back instantly Make my account work harder for me >>
  15. 15. At Wonderbank, we know you work hard to earn what goes into your current account. Our Instant Sweep Saver® works hard too.  Sweep spare funds into a higher interest account: earn a higher rate of interest* on the cash you don’t need this month  Take control: you agree a monthly amount to keep – and sweep  Easy to manage: your Instant Sweep Saver® account sweeps automatically for you on set days of the month  Instant access: if you need it, sweep it back instantly** *Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions AER **Instant sweeping cannot be guaranteed, in some circumstances funds may take up to 46 hours to sweep. Overdraft charges may be applied to Instant Sweep Saver accounts which fall into negative balance. ♥ Wonderbank ♥ Winner! Best high street bank 2003
  16. 16. …and they’ll also ignore your governance.
  17. 17. Get your free copy of the full 36-page State of Digital Copywriting report here: http://www.stickycontent.com/survey/
  18. 18. Get your free copy of the full 36-page State of Digital Copywriting report here: http://www.stickycontent.com/survey/
  19. 19. © PA They’ll turn your lovely stuff to frankencontent
  20. 20. © PA How will you make these stupids listen? © PA
  21. 21. © PA “If you talk to a man in a language he understands, it goes to his head. If you talk to him in his language, it goes to his heart.” Nelson Mandela 1. Win hearts and minds
  22. 22. Hearts need different techniques from minds ♥ Engage – don’t manage – stakeholders ♥ Include everyone, generate excitement, reward ideas ♥ Find a content place for everyone ♥ Instil pride (or at least a competitive edge) ♥ Counteract fear constantly £ Suggest and share measurement for every activity £ Publicise all kinds of ROI £ Show both overall efficiencies and individuals’ benefits £ Map everything to core business strategy
  23. 23. © PA “A camel looks like a horse that was planned by a committee.” Anonymous 2. Streamline stakeholders and sign-off
  24. 24. Get your free copy of the full 36-page State of Digital Copywriting report here: http://www.stickycontent.com/survey/
  25. 25. Get your free copy of the full 36-page State of Digital Copywriting report here: http://www.stickycontent.com/survey/
  26. 26. 5 tricks for getting good content approved 1. Set limits: on numbers of people involved, rounds of amends and timescales for feedback 2. Streamline the publishing approvals: build risk categories into your inventory and only seek approval of high-risk content 3. Insist on expertise over opinion. 4. Have the fights first. Establish levels of content veto before anything is created. Agree a hierarchy of feedback and that conflicting feedback will be resolved between individuals, not arbitrated by you 5. Stop ‘asking for it’!
  27. 27. Hi Claire, Please review the attached and send your feedback as soon as possible blah blah… Here’s some fantastic content for your approval which we need by 2pm this Friday at the latest…
  28. 28. © PA “In my career, I found that the best people are the ones that really understand the content. And they’re a pain in the butt to manage! But you put up with it because they’re so great at the content.” Steve Jobs (1955-2011) 3. Build a content culture (not a corporate)
  29. 29. Corporate behaviour V editorial behaviour corporate editorialContent planned around what the company cares about Content planned around what people want to read/watch Sign-off according to seniority Sign-off according to editorial expertise Processes built around existing company workflow Processes designed to get good content out to deadline Design and build before content Content - led design
  30. 30. Any questions? emailus@stickycontent.com ww.stickycontent.com +44 (0)20 7963 7070 @stickycontent @catherinetoole

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