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![“We will become the industry leader in the
financial services arena by providing our
clients with superior service, world-class
products, and a commitment to excellence
at every touchpoint along the customer
lifecycle.”
!
!
“We will become the industry leader in the
[INDUSTRY] services arena by providing
our clients with superior service, world-
class products, and a commitment to
excellence at every touchpoint along the
customer lifecycle.”](https://image.slidesharecdn.com/nowwhatcontentcomm042414copy-email-140514010317-phpapp01/85/Content-Communication-31-320.jpg)
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Content / Communication
This document discusses various topics related to content strategy including principles, strategy, process, roles, and perceptions. It emphasizes that principles internally motivate good work, strategy keeps teams accountable, process should not be the primary focus, roles give teams structure, and perceptions should give way to broader perspectives. Anonymous client stories are presented throughout as examples. The overall message is that content strategy requires considering many interrelated human factors.
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Content / Communication
- 1. CONTENT / COMMUNICATION @HALVORSON• NOW WHAT? CONFERENCE
- 11. AUDIT THE CONTENT. ! REWORKTHE IA. ! MAKE SOME METADATA. ! REWRITE THE COPY.
- 12. YOUR COMPANY IS BROKEN. ! YOURTOOLS SUCK. ! YOU’RE WAY BEHIND. ! YOU ARE DUMB.
- 13. My content isterrible! It’s not your content. It’s you. *sobs*
- 15. THERE’S SOME FOUNDATIONAL STUFF WENEED TO (REMEMBER TO) TALK ABOUT. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
- 16. A RULE externallycompels us to do things someone else has deemed good and right. A PRINCIPLE internally motivates us to do things we believe are good and right. ! ! ! ! !
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- 25. ! 1. This contentis not for us. 2. “Responsive” does not equal “reactive.” 3. The story informs the format. 4. Numbers aren’t everything. ! ! OUR CONTENT PRINCIPLES
- 26. PRINCIPLES UNITE US INOUR DAY-TO-DAY WORK.
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- 31. “We will becomethe industry leader in the financial services arena by providing our clients with superior service, world-class products, and a commitment to excellence at every touchpoint along the customer lifecycle.” ! ! “We will become the industry leader in the [INDUSTRY] services arena by providing our clients with superior service, world- class products, and a commitment to excellence at every touchpoint along the customer lifecycle.”
- 32. We will shareuser-facing, task-based content that makes our customers feel smart and safe, both personally and professionally. STRATEGY
- 33. • Rewrite “AboutUs” copy • Improve “Help” section • Create interactive company history timeline • Restructure home page around top tasks • Start some content marketing • Get some user personas !
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- 48. DO NOT MAKEPROCESS YOUR GOD.
- 49. “Different methods workor fail because of people, not because they are universally good or bad. ! – Pawel Brodzinski, Agile Bullshit !
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- 51. ARTIFACTS ARE TOOLS,NOT OUTCOMES.
- 52. GOOD PROCESS HELPS USMOVE TOGETHER.
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- 56. ! 1. Take awayeveryone’s job titles. 2. Have a series of four-hour working sessions to break out “big tasks” and “little tasks.” 3. Managers go away and come back with “team missions.” 4. Employees pick a team and write their own job descriptions. 5. Select goals, review quarterly. 6. Go! ! ! THE BIG PLAN
- 60. ! R – Whois responsible for completing a task? A – Who is accountable for the work’s success? C – Who must be consulted before work can be signed-off on? I – Who must be kept informed along the way? ! ! THE RACI MODEL
- 62. ! 1. At somepoint, invite All the People 2. Make sure everyone’s aligned on terminology (e.g. audit vs. inventory, wireframe vs. prototype) 3. Identify timing issues, agendas, overlapping responsibilities EVERY PROJECT, EVERY TIME
- 63. ROLES GIVE USA PLACE.
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- 66. “In content strategy,our master skills must include translating and negotiating, so we can facilitate communication between disparate disciplines and help them to communicate. ! – Rachel Lovinger, “Tinker, Tailor, Content Strategist”
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- 70. WE ARE PERPETUALLYCATCHING UP.
- 71. “This multi-device webdesign increases stress exponentially. ! – Trent Walton, .net Magazine
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- 73. “A study ofover 350 people in 6 business units at a financial services company found that the greatest predictor of a team’s achievement was how the members felt about one another.” !
- 74. OUR WORK ISPERSONAL. TOGETHER.
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- 77. ! THANK YOU •kristina@braintraffic.com