Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

0

Share

Download to read offline

Content 3.0: Making Great Decisions

Download to read offline

Content strategy requires us to make a lot of decisions — and we make those decisions in many different ways. We’re using heuristics, usability testing, editorial and design training and — God help us — our gut instincts. We often have a clash when explaining our thinking to the business side, whether in an agency-client relationship or in a corporate setting. It turns out that business people make decisions, too — and they don’t always understand how we think.

This session walks you through ways to make content strategy decisions, helping you create a framework that not only helps you make great decisions. It also helps you communicate your decisions in a business context, communicating the value of sound content strategy.

Takeaways:
*Learn how to create a framework for your decisions.
*Tie goals to theory to evidence to support your decisions.
*Communicate effectively to support your content strategy.

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Content 3.0: Making Great Decisions

  1. 1. content 3.0 Making great decisions Laura Creekmore @lauracreekmore
  2. 2. Content 0.0
  3. 3. Need content! Creative Commons 3.0 by SimpleIcon
  4. 4. Write 1.
  5. 5. publish 2.
  6. 6. congratulations https://www.flickr.com/photos/adoseofshipboy/
  7. 7. hello world
  8. 8. Content 1.0
  9. 9. Need content! Creative Commons 3.0 by SimpleIcon
  10. 10. Write 1.
  11. 11. Proof 2.
  12. 12. publish 3.
  13. 13. congratulations https://www.flickr.com/photos/adoseofshipboy/
  14. 14. hello, world!
  15. 15. Content 1.1
  16. 16. Need content! Creative Commons 3.0 by SimpleIcon
  17. 17. Write 1.
  18. 18. Proof 2.
  19. 19. publish into already formatted design which may or may not have taken reality into account 3.
  20. 20. congratulations https://www.flickr.com/photos/adoseofshipboy/
  21. 21. HEL- LO, WORLD! PURRFECTCATS.COM Here comes more about cats.
  22. 22. HELLO, WORLD! PURRFECTCATS.COM Here comes more about cats.
  23. 23. Need content! Creative Commons 3.0 by SimpleIcon
  24. 24. Content 2.0
  25. 25. I have a goal! Creative Commons 3.0 by SimpleIcon
  26. 26. Research 1.
  27. 27. get specific 2.
  28. 28. messaging 3.
  29. 29. Write content 4.
  30. 30. Proof 5.
  31. 31. publish into a well-thought out design that aligns perfectly with your content and your goals 6.
  32. 32. congratulations https://www.flickr.com/photos/adoseofshipboy/
  33. 33. analyze 7.
  34. 34. downsides Creative Commons 3.0 by Freepik
  35. 35. complexity Creative Commons 3.0 by spovv
  36. 36. $$$spendy
  37. 37. HELLO, WORLD! PURRFECTCATS.COM Here comes more about cats.
  38. 38. Content 3.0
  39. 39. Money message mechanics
  40. 40. $$$MONEY MONEY MONNNEY MONNNNNNEY
  41. 41. Your work isn’t art Creative Commons 3.0 by Icon Works
  42. 42. complexity Creative Commons 3.0 by spovv
  43. 43. get real $$$
  44. 44. Content as an expense Count it up A percent of your ongoing audience research.
  45. 45. Content as an expense Count it up Time to come up with the idea
  46. 46. Content as an expense Count it up Time to create one asset.
  47. 47. Content as an expense Count it up How many people are involved, for how long? How much/hour?
  48. 48. Content as an expense Count it up Time/cost for content structure creation and maintenance.
  49. 49. Content as an expense Count it up A percent of any budget you have: Biennial hardware upgrades. 
 Training/travel. 
 Paper clips. 
 Snacks. Everything.
  50. 50. Content as an expense Count it up Time/cost for every person who needs to approve.
  51. 51. Content as an expense Count it up How often will we need to review this?
  52. 52. Content as an expense Count it up = A lot more than you or your finance team realized
  53. 53. what not to do Creative Commons 3.0 by SimpleIcon
  54. 54. Content as an Asset DEMONSTRATE THE VALUE Test to demonstrate effectiveness.
  55. 55. Content as an Asset DEMONSTRATE THE VALUE Cost per customer
  56. 56. Content as an Asset DEMONSTRATE THE VALUE Cost if it’s gone
  57. 57. Content as an Asset DEMONSTRATE THE VALUE Savings elsewhere
  58. 58. Content as an Asset DEMONSTRATE THE VALUE Improved customer relationship
  59. 59. Content as an Asset DEMONSTRATE THE VALUE Decision value
  60. 60. Content as an Asset DEMONSTRATE THE VALUE = A lot more than you might have thought.
  61. 61. message Creative Commons 3.0 by Icons8
  62. 62. audience
  63. 63. Your work isn’t art Creative Commons 3.0 by Icon Works
  64. 64. audience Creative Commons 3.0 by Freepik
  65. 65. Adults should engage in moderate exercise for 30 minutes or more at least 5x/week.
  66. 66. You should engage in moderate exercise for 30 minutes or more at least 5x/week.
  67. 67. For many people, taking a 30-minute walk 5 days a week is an easy way to get exercise.
  68. 68. Take a 30-minute walk 5 days this week.
  69. 69. Take a 30-minute walk today.
  70. 70. When will you take a 30-minute walk today? ______________________
  71. 71. Post a photo on Facebook from your walk today.
  72. 72. message Creative Commons 3.0 by Icons8
  73. 73. mechanics Creative Commons 3.0 by Freepik
  74. 74. building a mechanical model Style Guide Structured content voice character limits channel appropriate Enjoyable review schedule governance plan
  75. 75. Content 3.0
  76. 76. Money message mechanics
  77. 77. TWITTER: @lauracreekmore EMAIL: laura@creekcontent.com THANK YOU

Content strategy requires us to make a lot of decisions — and we make those decisions in many different ways. We’re using heuristics, usability testing, editorial and design training and — God help us — our gut instincts. We often have a clash when explaining our thinking to the business side, whether in an agency-client relationship or in a corporate setting. It turns out that business people make decisions, too — and they don’t always understand how we think. This session walks you through ways to make content strategy decisions, helping you create a framework that not only helps you make great decisions. It also helps you communicate your decisions in a business context, communicating the value of sound content strategy. Takeaways: *Learn how to create a framework for your decisions. *Tie goals to theory to evidence to support your decisions. *Communicate effectively to support your content strategy.

Views

Total views

535

On Slideshare

0

From embeds

0

Number of embeds

3

Actions

Downloads

1

Shares

0

Comments

0

Likes

0

×