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Content as Connection
The document discusses the importance of content in organizational communication, emphasizing that content connects organizations with their audiences and is essential for delivering value. It includes economic data related to the U.S. economy and various indicators such as GDP growth, unemployment rates, and housing market trends. The document also addresses the need for a content strategy that understands audience needs and fosters connection and engagement.
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Content as Connection
- 1. Content as Connection HilaryMarsh Content Company
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- 6. Our organizations arein the content business
- 7. We create contentall day, but don’t know it
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- 17. 2015 2015 20162016 2016 2016 2017 2017 2017 2017 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2014 2015 2016 2017 U.S. Economy Annual Growth Rate Real GDP 2.0 1.4 1.1 2.3 2.4 2.2 2.1 2.1 2.1 2.0 2.4 2.4 1.9 2.2 Nonfarm Payroll Employment 1.9 2.0 1.9 1.3 1.3 1.1 1.0 0.9 0.7 0.7 1.9 2.1 1.6 1.8 Consumer Prices 1.4 0.8 -0.3 2.5 3.2 2.8 2.7 2.5 2.5 2.8 1.6 0.1 1.4 2.7 Consumer Confidence 98 96 96 95 102 98 98 100 106 105 87 98 99 102 Percent Unemployment 5.2 5.0 4.9 4.9 4.9 4.8 4.8 4.7 4.7 4.6 6.2 5.3 4.9 4.7 Interest Rates, Percent Fed Funds Rate 0.1 0.2 0.4 0.4 0.4 0.4 0.6 0.7 0.9 0.9 0.1 0.1 0.4 0.8 3-Month T-Bill Rate 0.0 0.1 0.3 0.3 0.3 0.4 0.6 0.8 1.0 1.1 0.0 0.1 0.3 0.9 Prime Rate 3.3 3.3 3.5 3.5 3.5 3.5 3.5 3.8 3.8 4.0 3.3 3.3 3.5 3.8 Corporate Aaa Bond Yield 4.1 4.0 3.9 3.6 3.4 3.5 3.7 3.9 4.1 4.3 4.2 3.9 3.6 4.0 10-Year Government Bond 2.2 2.2 1.9 1.8 1.7 1.8 2.0 2.2 2.4 2.6 2.5 2.1 1.8 2.3 30-Year Government Bond 3.0 3.0 2.7 2.6 2.4 2.5 2.7 2.9 3.1 3.3 3.3 2.8 2.5 3.0 Mortgage Rates, percent 30-Year Fixed Rate 4.0 3.9 3.7 3.6 3.6 3.7 3.8 4.0 4.2 4.4 4.2 3.9 3.7 4.1 5/1-Year Hyrbrid Adjustable 2.9 3.0 2.9 2.8 2.8 2.9 3.0 3.0 3.1 3.2 3.0 2.9 2.9 3.1 Housing Indicators Thousands Existing Home Sales* 5403 5200 5300 5503 5556 5388 5404 5636 5593 5497 4940 5250 5437 5533 New Single-Family Sales 487 508 529 579 540 564 587 615 595 623 437 501 545 604 Housing Starts 1156 1135 1151 1160 1264 1284 1255 1246 1314 1350 1003 1112 1214 1291 Single-Family Units 745 755 790 762 842 838 858 848 900 908 648 715 808 879 Multifamily Units 411 380 361 397 422 445 397 397 414 441 355 397 407 413 Percent Change -- Year Ago Existing Home Sales 8.2 2.3 5.0 4.2 2.8 3.6 2.0 2.4 0.7 2.0 -2.9 6.3 3.6 1.8 New Single-Family Sales 10.9 7.9 1.6 17.4 11.0 11.0 10.9 6.3 10.2 10.5 1.9 14.6 8.8 10.8 Housing Starts 13.0 7.4 16.8 0.3 9.3 13.2 9.0 7.4 4.0 5.1 8.5 10.8 9.2 6.3 Single-Family Units 14.6 8.0 22.9 7.6 13.1 11.0 8.6 11.2 6.9 8.4 4.9 10.3 13.0 8.8 Multifamily Units 10.3 6.3 5.2 -11.2 2.6 17.2 10.0 -0.1 -1.9 -0.9 15.7 11.8 2.5 1.5 Median Home Prices Thousands of Dollars Existing Home Prices 227.3 220.8 215.8 239.2 238.2 230.4 223.7 247.1 245.5 237.3 208.3 222.4 231.1 238.6 New Home Prices 301.3 304.9 304.6 305.2 305.2 300.9 312.1 314.9 297.4 308.4 282.8 296.4 309.5 317.5 Percent Change -- Year Ago Existing Home Prices 5.1 6.3 6.1 4.9 4.8 4.4 3.7 3.3 3.1 3.0 5.7 6.8 3.9 3.2 New Home Prices 8.4 1.2 3.9 5.3 1.3 -1.3 2.5 3.2 -2.6 2.5 5.2 4.8 4.4 2.6 Housing Affordability Index 159 166 172 164 165 169 173 154 152 155 166 164 167 159 Quarterly figures are seasonally adjusted annual rates * Existing home sales of single-family homes and condo/coops; ** billion dollars U.S. Economic Outlook: August 2016 Annual History Forecast History Forecast
- 25. Content is theway our work is manifested in the world
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- 27. Content is theway our organizations connect with our audiences
- 31. What does ouraudience want that we offer?
- 32. The consumer ownsthe process!
- 33. Are we deliveringit so its value is obvious?
- 34. How to makeour content better?
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- 41. What do theywatch on TV? What keeps them up at night? What do they do for fun?
- 42. Make sure your contentshows that you know them
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- 46. Power external connection withinternal connection h"ps://datafloq.com/read/5-ways-apache-spark-dras>cally-improves-business/1191
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- 52. Old thinking Staff department Content Audience Staffdepartment Content Audience Staff department Content Audience Staff department Content Audience
- 53. Organization: Programs, offerings Audience Content AudienceAudience Audience New thinking
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- 57. How to dothis • Complementary skillsets • Context • Trust • Collaboration • Editorial calendar
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- 61. “Businesses are justa bunch of humans working together.” —Adam Menter, Learning Strategist, Autodesk (from Liminal Thinking by Dave Gray)
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- 67. Changing stories canchange reality
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- 69. Powerful phrase #2: Letme show you how
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- 75. Content strategy isan HR issue
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