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Elle Geraghty
Content Strategy
0417 228 202
@ellengeraghty
elle@ellegeraghty.com
www.ellegeraghty.com
Why content matters
...
Elle Geraghty
Content Strategy@ellengeraghty
Hello, I’m Elle :)
Radio producer
ABC radio
BA Comms
Project manager
Guide Do...
Elle Geraghty
Content Strategy@ellengeraghty
Content is the key reason
anyone visits, engages
with, shares, navigates
thro...
Elle Geraghty
Content Strategy@ellengeraghty
Content is the
nexus of all digital
experience
Elle Geraghty
Content Strategy@ellengeraghty
Without content
there is no point in
engaging with any
digital channel
Elle Geraghty
Content Strategy@ellengeraghty
Digital = content
Instagram
photos
Webforms
and tools
Shoes on
retail site
Mi...
Elle Geraghty
Content Strategy@ellengeraghty
Content
is intimately connected
with user task
Elle Geraghty
Content Strategy@ellengeraghty
Tech Experience
Content
Content is critical
to digital
interactions and
produ...
www.ellegeraghty.com
Elle Geraghty
Content Strategy
So the obvious question becomes …..
…….how do we improve our content o...
Elle Geraghty
Content Strategy@ellengeraghty
Content
production
1. Always have a content strategy
2. Always have content g...
Elle Geraghty
Content Strategy@ellengeraghty
Content strategy is a practice with
the objective of planning, managing,
orga...
Elle Geraghty
Content Strategy@ellengeraghty
Content
strategy
1. Be very clear on the business goals
supported by your dig...
Elle Geraghty
Content Strategy@ellengeraghty
who is a
content
expert?
Elle Geraghty
Content Strategywww.ellegeraghty.com
Content practitioners include ….
PhotographersVideographersIllustrators...
Elle Geraghty
Content Strategy@ellengeraghty
Risks
1. Lack of user confidence due to
duplication and innacuracies
2. Users ...
Elle Geraghty
Content Strategy@ellengeraghty
Benefits
1. Connection with constituents,
customers, users, people
2. Confident...
Elle Geraghty
Content Strategy@ellengeraghty
Content is the
nexus of all digital
experience
Elle Geraghty
Content Strategy@ellengeraghty
Content is the key reason
anyone visits, engages
with, shares, navigates
thro...
Elle Geraghty
Content Strategy@ellengeraghty
Content
is digital
nexus
Improving
our content
Benefits
of excellent
content
R...
Want to learn more?
Content strategy
in practise
• Thursday 6th Sept 2018
• Sydney CBD
• Full day workshop
Business coachi...
Elle Geraghty
Content Strategy
0417 228 202
@ellengeraghty
elle@ellegeraghty.com
www.ellegeraghty.com
Why content matters
...
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IXDA - Why content matters

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Content is the key reason anyone visits, engages with, shares, navigates through, reads, plays with and returns to your digital offering. Learn why it is so important to get content right, plus tips for setting up a super effective content strategy.

Published in: Design
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IXDA - Why content matters

  1. 1. Elle Geraghty Content Strategy 0417 228 202 @ellengeraghty elle@ellegeraghty.com www.ellegeraghty.com Why content matters IXDA Thursday 2 August 2018
  2. 2. Elle Geraghty Content Strategy@ellengeraghty Hello, I’m Elle :) Radio producer ABC radio BA Comms Project manager Guide Dogs Amnesty International NSW Government Content strategist Art Gallery of NSW Consumer Affairs Victoria ASIC IAG Sydney University City of Sydney Australian Museum Qantas Atlassian NSW Government Virgin Mobile Australia Foxtel
  3. 3. Elle Geraghty Content Strategy@ellengeraghty Content is the key reason anyone visits, engages with, shares, navigates through, reads, plays with and returns to your digital offering
  4. 4. Elle Geraghty Content Strategy@ellengeraghty Content is the nexus of all digital experience
  5. 5. Elle Geraghty Content Strategy@ellengeraghty Without content there is no point in engaging with any digital channel
  6. 6. Elle Geraghty Content Strategy@ellengeraghty Digital = content Instagram photos Webforms and tools Shoes on retail site Microcopy in products News article Weather in weather app Instructions on Gov website Video Email newsletter or EDM Help docs Chat bot responses/ logic Google home voice scape What have I forgotten? Games
  7. 7. Elle Geraghty Content Strategy@ellengeraghty Content is intimately connected with user task
  8. 8. Elle Geraghty Content Strategy@ellengeraghty Tech Experience Content Content is critical to digital interactions and product
  9. 9. www.ellegeraghty.com Elle Geraghty Content Strategy So the obvious question becomes ….. …….how do we improve our content offering? 9 Content production Content strategy
  10. 10. Elle Geraghty Content Strategy@ellengeraghty Content production 1. Always have a content strategy 2. Always have content governance 3. Always have a content workflow 4. Start your content planning early 5. Start your content production early 6. Set aside budget for quality content 7. Content production takes 3 x longer than you think it will 8. Unless you have been trained in that field - hire experts 9. Start up skilling your team now 10.Measure your content
  11. 11. Elle Geraghty Content Strategy@ellengeraghty Content strategy is a practice with the objective of planning, managing, organising, and measuring digital content that meets both the needs of users and business. This practice can be applied to websites, content ecosystems, social media and more. It combines approaches from strategic design, project management and design thinking. www.ellegeraghty.com
  12. 12. Elle Geraghty Content Strategy@ellengeraghty Content strategy 1. Be very clear on the business goals supported by your digital properties 2. Align content objectives with insights from user research and hence user needs • Key users • Key user tasks • information needs 3. Have a very clear messaging hierarchy aligning with lifecycle stages 4. Have a clear vision for your content ecosystem 5. Create content strategy principles 6. Measure your initiatives with a focus on actionable insights
  13. 13. Elle Geraghty Content Strategy@ellengeraghty who is a content expert?
  14. 14. Elle Geraghty Content Strategywww.ellegeraghty.com Content practitioners include …. PhotographersVideographersIllustrators Artists Content designers Content writers Longform writers Journalists Analysts Technical writers Sound 
 designers Information architects Directors Producers Copywriters Editors Game designers Strategists
  15. 15. Elle Geraghty Content Strategy@ellengeraghty Risks 1. Lack of user confidence due to duplication and innacuracies 2. Users choose a competitor 3. Significant costs without appropriate results 4. Users miss deadlines 5. Users are confused 6. Users tells others how bad you are 7. Non compliance - legal implication
  16. 16. Elle Geraghty Content Strategy@ellengeraghty Benefits 1. Connection with constituents, customers, users, people 2. Confident engagement 3. More prepared customers 4. Customers who are ready to buy 5. Users who trust your information and change their behaviours as a result 6. Emotional bond 7. Sell more - not about bullshiting
  17. 17. Elle Geraghty Content Strategy@ellengeraghty Content is the nexus of all digital experience
  18. 18. Elle Geraghty Content Strategy@ellengeraghty Content is the key reason anyone visits, engages with, shares, navigates through, reads, plays with and returns to your digital offering
  19. 19. Elle Geraghty Content Strategy@ellengeraghty Content is digital nexus Improving our content Benefits of excellent content Risks of subpar content In summary Content is digital nexus
  20. 20. Want to learn more? Content strategy in practise • Thursday 6th Sept 2018 • Sydney CBD • Full day workshop Business coaching and customised solutions • Flexible coaching • At your office or video chat • Min 4 sessions www.ellegeraghty.com/training
  21. 21. Elle Geraghty Content Strategy 0417 228 202 @ellengeraghty elle@ellegeraghty.com www.ellegeraghty.com Why content matters IXDA Thursday 2 August 2018

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