Over 50 per cent of content professionals feel forced to create content on demand, in response to business needs, according to a recent Sticky Content survey, while 30 per cent say their content plan is usually hijacked. If content is part of your remit but a combination of culture and hierarchy is affecting your ability to improve quality and effectiveness, this session is for you. By Econsultancy’s Content Strategy trainer and Sticky Content ceo, Catherine Toole.

1. Content strategy by stealth:
How to improve content when people,
politics and process are against you
@catherinetoole

3. www.stickycontent.com
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4. “Biggest challenge? People just don’t get what it is…”
www.stickycontent.com
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5. What makes Frankencontent?
Source: State of Digital Copywriting Survey 2013
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8. I destroy my enemies
when I make them my friends.

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11. March 2, 1941
‘Churchill grows on me. He
has an astonishing grasp of
detail and, by daily contact
with the service
headquarters, knows of
disposition and establishment
quite accurately…’
Extract and image of Robert Menzies with Winston Churchull
from the National Library of Australia
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photo from newseum.org

15. “If you talk to a man
in a language he
understands, it goes
to his head.
If you talk to him in
his language, it goes
to his heart.”
Nelson Mandela
© Sticky Content Limited
photo from newseum.org

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17. Ways to show you care
● Stakeholder interviews and involvement at all levels
● Understand pain points
● Create realistic, practical, usable processes
● Share success
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19. A runner-up in The Guardian's political blog of the year awards.
The Guardian praised the blog as being a ‘down-to-earth, goodhumoured blog... Praised for its ability to make road
humps, leafleting and Fire Service modernisation interesting.’
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35. • 20% decrease in incomplete forms
for the People’s Millions programme
“Sticky Content’s review has created
something of a cultural change in Big Lottery
Fund with people looking at what BIG needs
to ask. We estimate that if similar changes
were made across all our applications, we
could save £54,000.”
Claudio Concha, Head of New Media
• 93% of users said the form questions
were very easy or fairly easy to
understand
• 90% said it was easy or fairly easy to
fill in the form
© Sticky Content Limited

36. Website goes from 4th to top spot
for the term ‘life insurance’
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37. • Natural traffic to page has tripled.
• Lowest bounce rate of 10 most-visited pages on
the site.
• Goal conversion doubled.
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38. ‘Measuring the
impact of written
content was voted
the trickiest aspect of
producing good
digital copy’
Sticky Content’s Annual State of
Digital Copywriting Survey 2013
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39. An extract from the foreword to
Content Strategy for the Web
(2nd Edition) by Kristina
Halvorson & Melissa Rach by
Sarah Cancilla, Facebook’s first
content strategist.
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45. follow us
@catherinetoole
@stickycontent
email us
emailus@stickycontent.co.uk
call us
+44 (0) 207 963 7070
www.stickycontent.com