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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.

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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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