Content Designed for Your Audience by Laura Creekmore

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Content Designed for Your Audience by Laura Creekmore

  1. 1. Content Designed for Your Audience Laura Creekmore @lauracreekmore http://slideshare.net/lauracreekmore 1Thursday, July 18, 13
  2. 2. No more JUST KNOWING 2Thursday, July 18, 13
  3. 3. 3Thursday, July 18, 13
  4. 4. http://www.flickr.com/photos/sa_steve/ 4Thursday, July 18, 13
  5. 5. http://www.flickr.com/photos/jurvetson/ 5Thursday, July 18, 13
  6. 6. 0 6Thursday, July 18, 13
  7. 7. http://www.flickr.com/photos/scottfeldstein/ 7Thursday, July 18, 13
  8. 8. 8Thursday, July 18, 13
  9. 9. http://www.flickr.com/photos/pamelav/ 9Thursday, July 18, 13
  10. 10. Photo by http://www.flickr.com/photos/rhysasplundh/ 10Thursday, July 18, 13
  11. 11. http://www.flickr.com/photos/joeshlabotnik/ 11Thursday, July 18, 13
  12. 12. 12Thursday, July 18, 13
  13. 13. Photo by http://www.flickr.com/photos/aussiegall/ 13Thursday, July 18, 13
  14. 14. Photo by http://www.flickr.com/photos/epsos/ 14Thursday, July 18, 13
  15. 15. Photo by http://www.flickr.com/photos/mdpettitt/ 15Thursday, July 18, 13
  16. 16. Photo by http://www.flickr.com/photos/gwp57// 16Thursday, July 18, 13
  17. 17. 17Thursday, July 18, 13
  18. 18. I want to know if people like me liked this product. 17Thursday, July 18, 13
  19. 19. I want to know if people like me liked this product. I want to find out what my shipping options are. 17Thursday, July 18, 13
  20. 20. I want to know if people like me liked this product. I want to find out what my shipping options are. I need directions 17Thursday, July 18, 13
  21. 21. I want to know if people like me liked this product. I want to find out what my shipping options are. I need directions to the restaurant. 17Thursday, July 18, 13
  22. 22. http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans 18Thursday, July 18, 13
  23. 23. http://www.flickr.com/photos/deizans/ 19Thursday, July 18, 13
  24. 24. http://www.flickr.com/photos/deizans/ 19Thursday, July 18, 13
  25. 25. http://www.flickr.com/photos/deizans/ 19Thursday, July 18, 13
  26. 26. http://www.flickr.com/photos/deizans/ 19Thursday, July 18, 13
  27. 27. http://www.flickr.com/photos/deizans/ 20Thursday, July 18, 13
  28. 28. http://www.flickr.com/photos/deizans/ 20Thursday, July 18, 13
  29. 29. http://www.flickr.com/photos/deizans/ 20Thursday, July 18, 13
  30. 30. http://www.flickr.com/photos/deizans/ 20Thursday, July 18, 13
  31. 31. 21Thursday, July 18, 13
  32. 32. 22Thursday, July 18, 13
  33. 33. http://www.flickr.com/photos/rosenfeldmedia/ 23Thursday, July 18, 13
  34. 34. 24Thursday, July 18, 13
  35. 35. http://www.flickr.com/photos/crystiancruz/ 25Thursday, July 18, 13
  36. 36. 26Thursday, July 18, 13
  37. 37. http://www.flickr.com/photos/krcla/ 27Thursday, July 18, 13
  38. 38. http://www.flickr.com/photos/shine3/ 28Thursday, July 18, 13
  39. 39. 29Thursday, July 18, 13
  40. 40. 30Thursday, July 18, 13
  41. 41. Surveys Usability Testing Web Analytics 31Thursday, July 18, 13
  42. 42. 32Thursday, July 18, 13
  43. 43. With thanks to Daniel Eizans 33Thursday, July 18, 13
  44. 44. http://www.flickr.com/photos/inquiettudes/ 34Thursday, July 18, 13
  45. 45. http://www.flickr.com/photos/nnova/ 35Thursday, July 18, 13
  46. 46. http://www.flickr.com/photos/bayasaa/ 36Thursday, July 18, 13
  47. 47. With thanks to Daniel Eizans 37Thursday, July 18, 13
  48. 48. 38Thursday, July 18, 13
  49. 49. Audience Needs + Business Goals Content 39Thursday, July 18, 13
  50. 50. •Channels •Messages •Edit Calendar •Content Templates •CMS Decisions 40Thursday, July 18, 13
  51. 51. •SEO •Accessibility •Readability •Suitability 41Thursday, July 18, 13
  52. 52. http://www.flickr.com/photos/tm_10001/ 42Thursday, July 18, 13
  53. 53. How Will I Know? http://www.flickr.com/photos/tm_10001/ 42Thursday, July 18, 13
  54. 54. http://www.readability-score.com/ Reading Level Tests 43Thursday, July 18, 13
  55. 55. 44Thursday, July 18, 13
  56. 56. I am going to the store today. 44Thursday, July 18, 13
  57. 57. I am going to the store today. Store the going today I am to. 44Thursday, July 18, 13
  58. 58. When you feel chest pains, you need urgent medical attention. Please don't wait to see if you feel better, or postpone going to the physician because you don't want to be a bother. Your physician would much rather check you out and send you home with a diagnosis of heartburn than have you sit at home and die of a heart attack. 45Thursday, July 18, 13
  59. 59. What to do if you feel chest pains: Get urgent medical attention. Don't wait to see if you feel better, or put off going to the doctor. Your health is important to your doctor. Your doctor is the best person to see what is wrong. Your life could be at stake! 46Thursday, July 18, 13
  60. 60. What to do if you feel chest pains: Get urgent medical attention. Don't wait to see if you feel better, or put off going to the hospital. Your health is important to your physician. Your physician is the best person to see what is wrong. Your life could be at stake! 47Thursday, July 18, 13
  61. 61. http://contentsmagazine.com/articles/ the-audience-you-didn%E2%80%99t-know-you-had/ 48Thursday, July 18, 13
  62. 62. http://plainlanguage.gov http://centerforplainlanguage.org 49Thursday, July 18, 13
  63. 63. 50Thursday, July 18, 13
  64. 64. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. 51Thursday, July 18, 13
  65. 65. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon 51Thursday, July 18, 13
  66. 66. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the 51Thursday, July 18, 13
  67. 67. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National 51Thursday, July 18, 13
  68. 68. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake 51Thursday, July 18, 13
  69. 69. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout 51Thursday, July 18, 13
  70. 70. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country 51Thursday, July 18, 13
  71. 71. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is 51Thursday, July 18, 13
  72. 72. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming 51Thursday, July 18, 13
  73. 73. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which 51Thursday, July 18, 13
  74. 74. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take 51Thursday, July 18, 13
  75. 75. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy 51Thursday, July 18, 13
  76. 76. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space 51Thursday, July 18, 13
  77. 77. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing 51Thursday, July 18, 13
  78. 78. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water 51Thursday, July 18, 13
  79. 79. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want 51Thursday, July 18, 13
  80. 80. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid 51Thursday, July 18, 13
  81. 81. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid Flaming 51Thursday, July 18, 13
  82. 82. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid Flaming the 51Thursday, July 18, 13
  83. 83. Usability and A/B Testing 52Thursday, July 18, 13
  84. 84. http://alistapart.com/ article/testing-content 53Thursday, July 18, 13
  85. 85. http://www.flickr.com/photos/ben_grey/ 54Thursday, July 18, 13
  86. 86. Everyone talks to customers 55Thursday, July 18, 13
  87. 87. Personas are part of the team 56Thursday, July 18, 13
  88. 88. 57Thursday, July 18, 13
  89. 89. Selling it 58Thursday, July 18, 13
  90. 90. http://www.flickr.com/photos/8906966@N02/ 59Thursday, July 18, 13
  91. 91. http://workshop.creekcontent.com /july-2013 60Thursday, July 18, 13
  92. 92. @lauracreekmore http://slideshare.net/lauracreekmore 61Thursday, July 18, 13

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