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Frankencontent

Clever ways to manage your stakeholders and
avoid the horror of content by committee
@catherinetoole
www.stickycontent.com
© Sticky Content Limited

2
Horrible!

www.stickycontent.com
© Sticky Content Limited

3
© Sticky Content Limited
What makes Frankencontent?

© Sticky Content Limited

Source: State of Digital Copywriting Survey 2013
© Sticky Content Lt...
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
♥ Wonderbank ♥

You work hard to earn what goes into your
current account.
Shouldn’t that interest on the cash you aren’t...
♥ Wonderbank ♥

At Wonderbank, we know you work hard to
earn what goes into your current account.
Our Instant Sweep Saver®...
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
1. Educate &
support

© Sticky Content Limited
“Biggest challenge? People just don’t get what it is…”

www.stickycontent.com

23
© Sticky Content Limited
Winter walks in the UK: top 10 trails
Hiking in the UK can be a rewarding, exciting activity for people of all ages and le...
8.
See prehistoric rocks on the Malvern Hills – Worcestershire and Herefordshire
A miniature mountain range, these hills c...
• Email subject line
• Homepage teaser

• Tweet
• Related products link
• Landing page snippet
/ A-Z entry
• Mobile site
• Tablet site
2. Limit numbers
& scope

© Sticky Content Limited
www.stickycontent.com

36
© Sticky Content Limited
3. Limit them in
time/amends

© Sticky Content Limited
www.stickycontent.com

39
© Sticky Content Limited
© Sticky Content Limited
“At the very least, have a
statement of intent for every
content item you produce...”
4. Stop asking
for ‘feedback’!

© Sticky Content Limited
5. Know thy
enemies

© Sticky Content Limited
www.stickycontent.com

46
How will you tame senior management?
•
•
•
•
•

build trust
demonstrate value
map strategy to shared goals
be low-maintena...
RIP
Bad
content

© Sticky Content Limited
follow us
@catherinetoole
@stickycontent
email us
emailus@stickycontent.com
call us
+44 (0) 207 963 7070

www.stickyconten...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | S...
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Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | Sticky Content

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Frankencontent. We all know that monster when we see it. Off-brand, off-message, off-the-wall – it’s what happens when too many stakeholders spoil the content. So what can you do when the politics, culture and hierarchy of your organisation mean complex sign-off processes getting in the way of good content? Catherine Toole, Econsultancy’s Content Strategy trainer and Sticky Content ceo, shares practical tips on how to manage stakeholders, retain content quality and avoid creating a monster.

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Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee | Catherine Toole | Sticky Content

  1. 1. Frankencontent Clever ways to manage your stakeholders and avoid the horror of content by committee @catherinetoole
  2. 2. www.stickycontent.com © Sticky Content Limited 2
  3. 3. Horrible! www.stickycontent.com © Sticky Content Limited 3
  4. 4. © Sticky Content Limited
  5. 5. What makes Frankencontent? © Sticky Content Limited Source: State of Digital Copywriting Survey 2013 © Sticky Content Ltd www.stickycontent.com/survey
  6. 6. © Sticky Content Limited
  7. 7. © Sticky Content Limited
  8. 8. © Sticky Content Limited
  9. 9. ♥ Wonderbank ♥ You work hard to earn what goes into your current account. Shouldn’t that interest on the cash you aren’thard too? Extra money: earn account be working 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>>
  10. 10. ♥ Wonderbank ♥ 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.
  11. 11. © Sticky Content Limited
  12. 12. © Sticky Content Limited
  13. 13. © Sticky Content Limited
  14. 14. 1. Educate & support © Sticky Content Limited
  15. 15. “Biggest challenge? People just don’t get what it is…” www.stickycontent.com 23
  16. 16. © Sticky Content Limited
  17. 17. Winter walks in the UK: top 10 trails Hiking in the UK can be a rewarding, exciting activity for people of all ages and levels of experience. Mountain Warehouse has compiled a list of the top ten hikes to be found in diverse areas of the country, all for your walking pleasure. And when you’ve picked your hike, head to our Walking section and pick up all the gear you’ll need. 1. Tackle one of Yorkshire’s Three Peaks – Yorkshire Moors If you love to hike, but secretly fancy yourself as a bit of a climber, get up close and personal with the Pen-y-Ghent. Prepare yourself for an exhausting climb that offers fantastic views and an exhilarating descent. At the bottom you’ll find a gaping hole that extends two hundred feet down into an underground river. 2. Hike to a medieval tower – Glastonbury, Somerset Not just the home of loud guitars and hippies, Glastonbury is actually one of the most mystical places in England, with holy wells and crumbling towers steeping the landscape in history. Start at the Chalice Well, and take the path to the top of Glastonbury Tor and its medieval tower. 3. Take on Striding Edge – Lake District Like a little terror with your trekking? Striding Edge is a notoriously precarious walk, and only for the hardiest of hearts (and most dedicated of mountain lions). This is a winding, narrow path that leads up from Red Tarn to the summit of Helvellyn, in the Lake District. 4. Journey along the Coast to Coast – Lake District to Robin Hoods Bay England's classic "Coast-to-Coast" walk is thought of by some as one of the top ten hikes in the world. It traverses a long distance, from the Irish Sea to the North Sea, snaking through three national parks: the Lake District, the Yorkshire Dales and the beautiful plains of the North Yorkshire Moors. 5. Challenge yourself on England’s longest hike – Somerset to Dorset The longest of the long England hikes has got to be the South-West Coast Path – at 630 miles. It will send you soaring to the heavens then plunging to sea level in the blink of an eye. You can also expect sleepy fishing towns, bleak, antiquated landscapes and sandy beaches with dramatic waves.
  18. 18. 8. See prehistoric rocks on the Malvern Hills – Worcestershire and Herefordshire A miniature mountain range, these hills contain some of the oldest rocks in Britain at 650 million years old. Prehistoric, challenging and steeped in history – what’s not to love? If you want to experience the thrill of mountain climbing without the terrifying altitude, the Malvern Hills is the place for you. 9. Walk along the white cliffs of Dover – Dover, Sussex Discover the world famous white cliffs with this steep and dramatic walk. The legendary coastal path offers unparalleled views of the English Channel and France. Other sights include the crumbling remains of a military prison and an abundance of rare plants and wildlife 10. Hike to the top of Sugar Loaf – Brecon Beacons, Wales This rocky – and sometimes treacherous – walk leads to the 600m high Sugar Loaf, one of the most popular landmarks in Wales. Its highest point is a winding ridge that offers great views of the Bristol Channel and the Malvern Hills. It can be dangerous, but as long as you come prepared hiking at the Brecon Beacons should be a breeze. Found a hike that excites you? Pick up all the equipment and clothing you’ll need in our Walking section.
  19. 19. • Email subject line
  20. 20. • Homepage teaser • Tweet • Related products link
  21. 21. • Landing page snippet / A-Z entry
  22. 22. • Mobile site
  23. 23. • Tablet site
  24. 24. 2. Limit numbers & scope © Sticky Content Limited
  25. 25. www.stickycontent.com 36
  26. 26. © Sticky Content Limited
  27. 27. 3. Limit them in time/amends © Sticky Content Limited
  28. 28. www.stickycontent.com 39
  29. 29. © Sticky Content Limited
  30. 30. © Sticky Content Limited
  31. 31. “At the very least, have a statement of intent for every content item you produce...”
  32. 32. 4. Stop asking for ‘feedback’! © Sticky Content Limited
  33. 33. 5. Know thy enemies © Sticky Content Limited
  34. 34. www.stickycontent.com 46
  35. 35. How will you tame senior management? • • • • • build trust demonstrate value map strategy to shared goals be low-maintenance make them look good Image copyright Disney Corporation.
  36. 36. RIP Bad content © Sticky Content Limited
  37. 37. follow us @catherinetoole @stickycontent email us emailus@stickycontent.com call us +44 (0) 207 963 7070 www.stickycontent.com

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