SlideShare a Scribd company logo
1 of 13
ENGAGEMENT 
THROUGH CONTENT 
STRATEGY 
A STORY 
LIS HUBERT 
@LISHUBERT 
ELISABETHHUBERT.COM
ENGAGEMENT 
THROUGH CONTENT 
STRATEGY 
A STORY 
LIS HUBERT 
@LISHUBERT 
ELISABETHHUBERT.COM
HELLO.
CONTENT STRATEGY 
ONE WAY TO ENGAGE PEOPLE
WHAT IF?
ONCE UPON A 
TIME…
“NO STORY LIVES 
UNLESS SOMEONE 
WANTS TO 
LISTEN.” 
~ J.K. ROWLING
ENGAGEMENT 
Give Thy Thoughts No Tongue by Josh McGinn on Flickr
THANK YOU. 
LIS HUBERT 
@LISHUBERT 
ELISABETHHUBERT.COM

More Related Content

Recently uploaded

Cybersecurity Threats and Cybersecurity Best Practices
Cybersecurity Threats and Cybersecurity Best PracticesCybersecurity Threats and Cybersecurity Best Practices
Cybersecurity Threats and Cybersecurity Best PracticesLumiverse Solutions Pvt Ltd
 
『澳洲文凭』买詹姆士库克大学毕业证书成绩单办理澳洲JCU文凭学位证书
『澳洲文凭』买詹姆士库克大学毕业证书成绩单办理澳洲JCU文凭学位证书『澳洲文凭』买詹姆士库克大学毕业证书成绩单办理澳洲JCU文凭学位证书
『澳洲文凭』买詹姆士库克大学毕业证书成绩单办理澳洲JCU文凭学位证书rnrncn29
 
Company Snapshot Theme for Business by Slidesgo.pptx
Company Snapshot Theme for Business by Slidesgo.pptxCompany Snapshot Theme for Business by Slidesgo.pptx
Company Snapshot Theme for Business by Slidesgo.pptxMario
 
ETHICAL HACKING dddddddddddddddfnandni.pptx
ETHICAL HACKING dddddddddddddddfnandni.pptxETHICAL HACKING dddddddddddddddfnandni.pptx
ETHICAL HACKING dddddddddddddddfnandni.pptxNIMMANAGANTI RAMAKRISHNA
 
Unidad 4 – Redes de ordenadores (en inglés).pptx
Unidad 4 – Redes de ordenadores (en inglés).pptxUnidad 4 – Redes de ordenadores (en inglés).pptx
Unidad 4 – Redes de ordenadores (en inglés).pptxmibuzondetrabajo
 
『澳洲文凭』买拉筹伯大学毕业证书成绩单办理澳洲LTU文凭学位证书
『澳洲文凭』买拉筹伯大学毕业证书成绩单办理澳洲LTU文凭学位证书『澳洲文凭』买拉筹伯大学毕业证书成绩单办理澳洲LTU文凭学位证书
『澳洲文凭』买拉筹伯大学毕业证书成绩单办理澳洲LTU文凭学位证书rnrncn29
 
SCM Symposium PPT Format Customer loyalty is predi
SCM Symposium PPT Format Customer loyalty is prediSCM Symposium PPT Format Customer loyalty is predi
SCM Symposium PPT Format Customer loyalty is predieusebiomeyer
 
IP addressing and IPv6, presented by Paul Wilson at IETF 119
IP addressing and IPv6, presented by Paul Wilson at IETF 119IP addressing and IPv6, presented by Paul Wilson at IETF 119
IP addressing and IPv6, presented by Paul Wilson at IETF 119APNIC
 
TRENDS Enabling and inhibiting dimensions.pptx
TRENDS Enabling and inhibiting dimensions.pptxTRENDS Enabling and inhibiting dimensions.pptx
TRENDS Enabling and inhibiting dimensions.pptxAndrieCagasanAkio
 

Recently uploaded (9)

Cybersecurity Threats and Cybersecurity Best Practices
Cybersecurity Threats and Cybersecurity Best PracticesCybersecurity Threats and Cybersecurity Best Practices
Cybersecurity Threats and Cybersecurity Best Practices
 
『澳洲文凭』买詹姆士库克大学毕业证书成绩单办理澳洲JCU文凭学位证书
『澳洲文凭』买詹姆士库克大学毕业证书成绩单办理澳洲JCU文凭学位证书『澳洲文凭』买詹姆士库克大学毕业证书成绩单办理澳洲JCU文凭学位证书
『澳洲文凭』买詹姆士库克大学毕业证书成绩单办理澳洲JCU文凭学位证书
 
Company Snapshot Theme for Business by Slidesgo.pptx
Company Snapshot Theme for Business by Slidesgo.pptxCompany Snapshot Theme for Business by Slidesgo.pptx
Company Snapshot Theme for Business by Slidesgo.pptx
 
ETHICAL HACKING dddddddddddddddfnandni.pptx
ETHICAL HACKING dddddddddddddddfnandni.pptxETHICAL HACKING dddddddddddddddfnandni.pptx
ETHICAL HACKING dddddddddddddddfnandni.pptx
 
Unidad 4 – Redes de ordenadores (en inglés).pptx
Unidad 4 – Redes de ordenadores (en inglés).pptxUnidad 4 – Redes de ordenadores (en inglés).pptx
Unidad 4 – Redes de ordenadores (en inglés).pptx
 
『澳洲文凭』买拉筹伯大学毕业证书成绩单办理澳洲LTU文凭学位证书
『澳洲文凭』买拉筹伯大学毕业证书成绩单办理澳洲LTU文凭学位证书『澳洲文凭』买拉筹伯大学毕业证书成绩单办理澳洲LTU文凭学位证书
『澳洲文凭』买拉筹伯大学毕业证书成绩单办理澳洲LTU文凭学位证书
 
SCM Symposium PPT Format Customer loyalty is predi
SCM Symposium PPT Format Customer loyalty is prediSCM Symposium PPT Format Customer loyalty is predi
SCM Symposium PPT Format Customer loyalty is predi
 
IP addressing and IPv6, presented by Paul Wilson at IETF 119
IP addressing and IPv6, presented by Paul Wilson at IETF 119IP addressing and IPv6, presented by Paul Wilson at IETF 119
IP addressing and IPv6, presented by Paul Wilson at IETF 119
 
TRENDS Enabling and inhibiting dimensions.pptx
TRENDS Enabling and inhibiting dimensions.pptxTRENDS Enabling and inhibiting dimensions.pptx
TRENDS Enabling and inhibiting dimensions.pptx
 

Featured

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by HubspotMarius Sescu
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTExpeed Software
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 

Featured (20)

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 

Engagement Through Content Strategy: A Story

Editor's Notes

  1. **MOVE TO NEXT SLIDE TO START TIMER**
  2. **2 minutes** “nothing is more engaging than the words content strategy” Agenda - Short introduction - Current state of content strategy and engagement - Problems with the current state - Solutions I’m proposing - Outcomes of those solutions
  3. - Introduce who I am - Introduce Donna and our work relationship - The reason I’m here today is talk about… you guessed it
  4. **3 minutes** engagement. Websters defines engagement as “the act of engaging” They then define engaging as something that is “very attractive or pleasing in a way that holds your attention”. And that’s our theme tonight isn’t it? We ask questions like: - How do we engage users to use technology products & services? - What does design thinking need to incorporate to keep people engaged? For a lot of us, a big part of the answer is content; and, more specifically
  5. creating a strategy around that content. i.e. the planning, development and managing of content for your product or service That is one of the keys to engaging, and we have a ton of methods we use to get there. But… let me ask you this
  6. what if all of our tools and methods that create awesome content strategies could be better? Maybe there’s this “something else” that makes content strategies great besides them having a plan, and being laid out well… In fact I’m telling you our content strategies, although awesome right now… could be better. We can do more than create great content audits, user interviews, to increase user engagement what, then, is that something else?
  7. **3 minutes** - Donna and I got hired by Urban Arts Tell story of EASE had all this content for the program, wanted to make it digital We came into solve a different problem, but realized they had other problems now. People were dropping out of the program after about 7 years Program interest was high, but because it was in person “sign ups” they could only go so far, but they were looking to increase it… they had a great content strategy for the program, but it wasn’t enough to keep people going, and it wasn’t enough to get a digital audience interested But, in the end, even with that content strategy, the EASE program, wasn’t keeping people engaged. In order to solve that problem, I want to introduce the idea that our content strategies, in an of themselves, should be constructed as great stories that make our users want to listen.
  8. **3 minutes** <Read Quote> How did J.K. Rowling make us want to listen? Stephen King said Rowling was a master at moving a story forward. She did this through character focus, if a character isn’t moving forward than there is no purpose for that part of the story. While it is the characters that are growing we are obviously engaged and enthralled by what is happening. We can’t take our attention away because there is development of the story, there is movement. So we can say that the way we get our users to listen, to engage, to be so pleased that they can’t look away, is to think of them as the main character, and move them through the story, with our content, to solve their problems or help them reach their goals. So how could things be different? Let me show you how we updated the EASE story a bit, with a technique we use called Experience Storymapping.
  9. Here you are looking at the output of our efforts. An Experience Story map for content. First thing is first, you need to have a clear idea or at least educated guesses of business/product goals and user problems & goals. Without these items, there is no story. Second we’d look at the user’s (our character) journey as a story this is the arc and the points on that arc. This story arc or narrative arc is what great stories all have. It’s what keeps the character moving. Third we figure out the content we need that moves them through their story. Point out the layers of post it’s as ideal and actual content Using this method, we first, quickly saw character development gaps As I mentioned earlier, there were two problems that we saw with the EASE program. 1. people were leaving and 2. people weren’t coming
  10. Making them want to listen by using means adding depth to a story not just structure, planning and maintenance. That is what structuring strategies with a story in mind adds! So by adding that depth to our story, by looking at what content needs to go where based off of the high and low points, and moving users through the story, what do we get?
  11. **2 minutes ** Engages them! Makes them want to listen! And this doesn’t take you creating new deliverables or selling people on stories… all it takes is us thinking differently about what engagement really is. Implementing a structure that makes our users want to listen..
  12. MENTION Our UX Matters Articles Storymapping: A MacGyver Approach to Content Strategy (Confab for Nonprofits; edUI) Donna’s site greatnorthelectric.com UP NEXT: Chelsey Delaney is a Senior User Experience Consultant at Catalyst Group, as well as an outspoken humor studies researcher and designer. She’s spoken about and given workshops on the topic of humor design at Ignite!, SXSW Interactive, LeanUX NYC, and humor research conferences. Chelsey is an advocate for getting at the essence and truth of an experience, and believes strategic use of humor in design is a magnificent way to achieve that feat. Engaging Users With Humor Design