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Finding the Right Words: Why Content Matters


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For Maryland Institute College of Art's inaugural Masters Program for Business of Art & Design, students participated in a content strategy workshop.

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Finding the Right Words: Why Content Matters

  1. 1. Finding the Right Words: Why Content Matters <ul><li>Marisa Peacock </li></ul><ul><li> </li></ul><ul><li>@marisacp51 </li></ul>
  2. 2. What Is Content Strategy? <ul><li>Using words and data to create unambiguous content that supports meaningful, interactive experiences (Rachel Lovinger) </li></ul>
  3. 3. Good/Bad Content Influences <ul><li>Marketing </li></ul><ul><li>Usability </li></ul><ul><li>Customer Experience </li></ul><ul><li>Brand Loyalty </li></ul><ul><li>Reputation </li></ul>
  4. 4. <ul><li>Authenticity </li></ul><ul><li>Clarity </li></ul><ul><li>Transparency </li></ul><ul><li>Utility </li></ul><ul><li>Responsiveness </li></ul><ul><li>Authority </li></ul><ul><li>Consistency </li></ul>Keys to Successful Content be yourself solve problems Know stuff
  5. 5. “ And What Do You Do?” <ul><li>30 seconds in an elevator </li></ul><ul><li>4 seconds on a website </li></ul><ul><li>140 characters </li></ul>
  6. 6. Be Clear, Concise, Compelling. What do you do? How do you do that? How much does it cost?
  7. 7. Create a Call to Action
  8. 8. Make a List <ul><li>Expressive adjectives to describe your service, product, experience </li></ul><ul><ul><ul><li>Vibrant </li></ul></ul></ul><ul><ul><ul><li>Beautiful </li></ul></ul></ul><ul><ul><ul><li>Inspiring </li></ul></ul></ul><ul><ul><ul><li>Powerful </li></ul></ul></ul><ul><ul><ul><li>Inspiring </li></ul></ul></ul><ul><li>Action verbs to describe what users can do with your service, product, experience </li></ul><ul><ul><li>Create </li></ul></ul><ul><ul><li>Share </li></ul></ul><ul><ul><li>Wear </li></ul></ul><ul><ul><li>Deliver </li></ul></ul><ul><ul><li>Publish </li></ul></ul><ul><li>Nouns to describe your company’s product, service, experience </li></ul><ul><ul><li>Designs </li></ul></ul><ul><ul><li>Illustrations </li></ul></ul><ul><ul><li>Jewelry </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Books </li></ul></ul>
  9. 9. Know Your Demographic <ul><li>Who is your audience? </li></ul><ul><li>Where do they access information? </li></ul><ul><ul><li>your website </li></ul></ul><ul><ul><li>social media </li></ul></ul><ul><ul><li>mobile devices </li></ul></ul><ul><ul><li>traditional media (print, radio, TV) </li></ul></ul><ul><li>How often do they need up-to-date information? </li></ul>
  10. 10. Give Your Platforms Meaning <ul><li>Define your purpose & platform </li></ul><ul><ul><li>On Facebook, fans will engage </li></ul></ul><ul><ul><li>On my blog, readers will learn </li></ul></ul><ul><ul><li>On the website, customers can buy </li></ul></ul><ul><ul><li>From their phone, users can search </li></ul></ul>
  11. 11. Tools & Tricks <ul><li>Wordle - Beautiful Word Clouds </li></ul>
  12. 12. Tools & Tricks <ul><li>Google Adwords - Find Keywords </li></ul>
  13. 13. Tools & Tricks <ul><li>Social Mention - Real time social media search & analysis </li></ul>
  14. 14. Content Rules <ul><li>Create a consistent tone - Content includes everything from web copy, social media, blog copy, thank you pages, emails, etc. </li></ul><ul><li>Don’t wait until it’s perfect to publish - experiment & evolve </li></ul><ul><li>Create conversations with your content - ask meaningful questions that help you learn more </li></ul><ul><li>Test content across platforms - see what works best, attracts attention </li></ul><ul><li>Content isn’t just words: it’s video, design, photos </li></ul>
  15. 15. Thank you! | [email_address] | @marisacp51