Content strategy by stealth:
How to improve content when people,
politics and process are against you

@catherinetoole
www.stickycontent.com
© Sticky Content Limited

3
“Biggest challenge? People just don’t get what it is…”

www.stickycontent.com

4
What makes Frankencontent?

Source: State of Digital Copywriting Survey 2013
© Sticky Content Ltd www.stickycontent.com/su...
© Sticky Content Limited
© Sticky Content Limited
I destroy my enemies
when I make them my friends.
© Sticky Content Limited
© Sticky Content Limited
March 2, 1941
‘Churchill grows on me. He
has an astonishing grasp of
detail and, by daily contact
with the service
headqua...
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited

photo from newseum.org
“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 hi...
© Sticky Content Limited
Ways to show you care
● Stakeholder interviews and involvement at all levels
● Understand pain points

● Create realistic,...
© Sticky Content Limited
A runner-up in The Guardian's political blog of the year awards.
The Guardian praised the blog as being a ‘down-to-earth, ...
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
• 20% decrease in incomplete forms
for the People’s Millions programme

“Sticky Content’s review has created
something of ...
Website goes from 4th to top spot
for the term ‘life insurance’
© Sticky Content Limited
• Natural traffic to page has tripled.
• Lowest bounce rate of 10 most-visited pages on
the site.
• Goal conversion double...
‘Measuring the
impact of written
content was voted
the trickiest aspect of
producing good
digital copy’
Sticky Content’s A...
An extract from the foreword to
Content Strategy for the Web
(2nd Edition) by Kristina
Halvorson & Melissa Rach by
Sarah C...
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
follow us
@catherinetoole
@stickycontent
email us
emailus@stickycontent.co.uk
call us
+44 (0) 207 963 7070
www.stickyconte...
Content strategy by stealth (how to improve content when people, politics and process are against you) | Catherine Toole |...
Content strategy by stealth (how to improve content when people, politics and process are against you) | Catherine Toole |...
Content strategy by stealth (how to improve content when people, politics and process are against you) | Catherine Toole |...
Content strategy by stealth (how to improve content when people, politics and process are against you) | Catherine Toole |...
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Content strategy by stealth (how to improve content when people, politics and process are against you) | Catherine Toole | Sticky Content

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Over 50 per cent of content professionals feel forced to create content on demand, in response to business needs, according to a recent Sticky Content survey, while 30 per cent say their content plan is usually hijacked. If content is part of your remit but a combination of culture and hierarchy is affecting your ability to improve quality and effectiveness, this session is for you. By Econsultancy’s Content Strategy trainer and Sticky Content ceo, Catherine Toole.

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Content strategy by stealth (how to improve content when people, politics and process are against you) | Catherine Toole | Sticky Content

  1. 1. Content strategy by stealth: How to improve content when people, politics and process are against you @catherinetoole
  2. 2. www.stickycontent.com © Sticky Content Limited 3
  3. 3. “Biggest challenge? People just don’t get what it is…” www.stickycontent.com 4
  4. 4. What makes Frankencontent? Source: State of Digital Copywriting Survey 2013 © Sticky Content Ltd www.stickycontent.com/survey
  5. 5. © Sticky Content Limited
  6. 6. © Sticky Content Limited
  7. 7. I destroy my enemies when I make them my friends.
  8. 8. © Sticky Content Limited
  9. 9. © Sticky Content Limited
  10. 10. March 2, 1941 ‘Churchill grows on me. He has an astonishing grasp of detail and, by daily contact with the service headquarters, knows of disposition and establishment quite accurately…’ Extract and image of Robert Menzies with Winston Churchull from the National Library of Australia © Sticky Content Limited
  11. 11. © Sticky Content Limited
  12. 12. © Sticky Content Limited
  13. 13. © Sticky Content Limited photo from newseum.org
  14. 14. “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 © Sticky Content Limited photo from newseum.org
  15. 15. © Sticky Content Limited
  16. 16. Ways to show you care ● Stakeholder interviews and involvement at all levels ● Understand pain points ● Create realistic, practical, usable processes ● Share success © Sticky Content Limited
  17. 17. © Sticky Content Limited
  18. 18. A runner-up in The Guardian's political blog of the year awards. The Guardian praised the blog as being a ‘down-to-earth, goodhumoured blog... Praised for its ability to make road humps, leafleting and Fire Service modernisation interesting.’ © Sticky Content Limited
  19. 19. © Sticky Content Limited
  20. 20. © Sticky Content Limited
  21. 21. © Sticky Content Limited
  22. 22. © Sticky Content Limited
  23. 23. © Sticky Content Limited
  24. 24. © Sticky Content Limited
  25. 25. © Sticky Content Limited
  26. 26. © Sticky Content Limited
  27. 27. © Sticky Content Limited
  28. 28. © Sticky Content Limited
  29. 29. © Sticky Content Limited
  30. 30. © Sticky Content Limited
  31. 31. • 20% decrease in incomplete forms for the People’s Millions programme “Sticky Content’s review has created something of a cultural change in Big Lottery Fund with people looking at what BIG needs to ask. We estimate that if similar changes were made across all our applications, we could save £54,000.” Claudio Concha, Head of New Media • 93% of users said the form questions were very easy or fairly easy to understand • 90% said it was easy or fairly easy to fill in the form © Sticky Content Limited
  32. 32. Website goes from 4th to top spot for the term ‘life insurance’ © Sticky Content Limited
  33. 33. • Natural traffic to page has tripled. • Lowest bounce rate of 10 most-visited pages on the site. • Goal conversion doubled. © Sticky Content Limited
  34. 34. ‘Measuring the impact of written content was voted the trickiest aspect of producing good digital copy’ Sticky Content’s Annual State of Digital Copywriting Survey 2013 38
  35. 35. An extract from the foreword to Content Strategy for the Web (2nd Edition) by Kristina Halvorson & Melissa Rach by Sarah Cancilla, Facebook’s first content strategist. 39
  36. 36. © Sticky Content Limited
  37. 37. © Sticky Content Limited
  38. 38. © Sticky Content Limited
  39. 39. © Sticky Content Limited
  40. 40. © Sticky Content Limited
  41. 41. follow us @catherinetoole @stickycontent email us emailus@stickycontent.co.uk call us +44 (0) 207 963 7070 www.stickycontent.com

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