The Emergency Content Strategy Survival Kit – Heather O'Neill

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Content strategy as a discipline is on the rise, as more and more organizations recognize the need for it – but what if you don't have a content strategist in easy reach? If you don't have a content strategist in-house or on retainer, and your organization is full of folks who wouldn't know an adverb if it bit them, there are nevertheless some simple techniques you can use to reveal the right message hiding in any piece of web content. Should you hire a content strategist? Yes, under ideal circumstances, you should. But there will always be those home-grown, cash-strapped, gotta-launch-in-3-days efforts where the content needs to be done, and needs to be done right – and it needs to be done by you. This talk will be your Content Strategy Survival Kit, tucked in your desk under emergency glass. Don't be afraid to break it. Attendees will learn simple, practical content strategy tips and techniques so that they can put on their Content Strategist hats whenever the need arises. From storytelling and messaging to organization and flow, we'll cover all the bases needed in order to bring out the best in your content, even on a tight schedule. We'll walk through these tips in the context of a real-life case study: the story of how my team and I created our own Survival Kit in our organization when we had a website to launch in a hurry. I'll take lessons from that story and explore how attendees can apply them in their own organizations.

Text of The Emergency Content Strategy Survival Kit – Heather O'Neill

  • 1. Heather ONeill!@hlrjo

2. http://isurvivedmycontentstrategy.comCONFIDENTIAL - DO NOT DISTRIBUTE 3. CONFIDENTIAL - DO NOT DISTRIBUTE 4. CONFIDENTIAL - DO NOT DISTRIBUTETo o M u c h Te x t 5. CONFIDENTIAL - DO NOT DISTRIBUTETo o M u c h Te x tN o One Cares 6. Side to Side Navigation?!CONFIDENTIAL - DO NOT DISTRIBUTETo o M u c h Te x tN o One Cares 7. Side to Side Navigation?!CONFIDENTIAL - DO NOT DISTRIBUTETo o M u c h Te x tN o One Cares 8. CONFIDENTIAL - DO NOT DISTRIBUTE 9. CONFIDENTIAL - DO NOT DISTRIBUTE 10. CONFIDENTIAL - DO NOT DISTRIBUTE 11. CONFIDENTIAL - DO NOT DISTRIBUTE 12. CONFIDENTIAL - DO NOT DISTRIBUTE 13. Why should you care?CONFIDENTIAL - DO NOT DISTRIBUTE 14. CONFIDENTIAL - DO NOT DISTRIBUTE 15. CONFIDENTIAL - DO NOT DISTRIBUTE 16. CONFIDENTIAL - DO NOT DISTRIBUTE 17. CONFIDENTIAL - DO NOT DISTRIBUTE 18. CONFIDENTIAL - DO NOT DISTRIBUTE 19. CONFIDENTIAL - DO NOT DISTRIBUTE 20. Nothing says moreabout what you thinkof your users thanerror messages.Scott Berkun - DO NOT DISTRIBUTE 21. CONFIDENTIAL - DO NOT DISTRIBUTE 22. CONFIDENTIAL - DO NOT DISTRIBUTE 23. Caveats, Provisos,& Quid Pro QuosCONFIDENTIAL - DO NOT DISTRIBUTE 24. I am not a Content StrategistCONFIDENTIAL - DO NOT DISTRIBUTE 25. Content Strategy encompassesmore than I will discuss todayCONFIDENTIAL - DO NOT DISTRIBUTE 26. Hire a real Content Strategistfor best resultsCONFIDENTIAL - DO NOT DISTRIBUTE 27. The Survival GuideSurvival Tactic 1: Back AwaySurvival Tactic 2: Stay on the TrailSurvival Tactic 3: Test for SafetyCONFIDENTIAL - DO NOT DISTRIBUTE 28. CONFIDENTIAL - DO NOT DISTRIBUTE 29. Who Cares?CONFIDENTIAL - DO NOT DISTRIBUTE 30. CONFIDENTIAL - DO NOT DISTRIBUTE 31. CONFIDENTIAL - DO NOT DISTRIBUTE 32. High Level Goal: Increase Product Success (exposure, sales) Increase Team Productivity (reduce costs,speed up delivery) Beat the Competition (increase market share) Keep CEO and Other Execs HappyCONFIDENTIAL - DO NOT DISTRIBUTE 33. It is better to design forone real person even ifthey're not the rightperson than to designfor "everyone."CONFIDENTIAL - DO NOT DISTRIBUTE 34. CONFIDENTIAL - DO NOT DISTRIBUTE 35. Survival Skill Mastered:FocusCONFIDENTIAL - DO NOT DISTRIBUTE 36. The Elevator PitchCONFIDENTIAL - DO NOT DISTRIBUTE 37. Core MessageAbove the Fold helps softwarecompanies improve the design &experience of their web andmobile applications.CONFIDENTIAL - DO NOT DISTRIBUTE 38. Core MessageAbove the Fold solves usersproblems through design.CONFIDENTIAL - DO NOT DISTRIBUTE 39. Core MessageAbove the Fold solves usersproblems through design.CONFIDENTIAL - DO NOT DISTRIBUTE 40. Get down to theessence of whatpeople need to knowabout you.CONFIDENTIAL - DO NOT DISTRIBUTE 41. Survival Skill Mastered:FocusClarityCONFIDENTIAL - DO NOT DISTRIBUTE 42. Speak the LanguageCONFIDENTIAL - DO NOT DISTRIBUTE 43. CONFIDENTIAL - DO NOT DISTRIBUTE 44. Voice & Tone Table - DO NOT DISTRIBUTE 45. CONFIDENTIAL - DO NOT DISTRIBUTEATFs Table 46. If we want users to like oursoftware we should designit to behave like a likeableperson: respectful,generous and helpful.Alan CooperCONFIDENTIAL - DO NOT DISTRIBUTE 47. CONFIDENTIAL - DO NOT DISTRIBUTE 48. Survival Skill Mastered:FocusClarityEmpathyCONFIDENTIAL - DO NOT DISTRIBUTEMessageHierarchy 49. CONFIDENTIAL - DO NOT DISTRIBUTE 50. CONFIDENTIAL - DO NOT DISTRIBUTE 51. Tell Your StoryCONFIDENTIAL - DO NOT DISTRIBUTE 52. Why are customers coming to ATF? Be impressed Establish/confirm skills & expertise See past work Get in touchCONFIDENTIAL - DO NOT DISTRIBUTE 53. CONFIDENTIAL - DO NOT DISTRIBUTE 54. CONFIDENTIAL - DO NOT DISTRIBUTE 55. CONFIDENTIAL - DO NOT DISTRIBUTE 56. Something about making agood first impression.CONFIDENTIAL - DO NOT DISTRIBUTE 57. Something about making agood first impression.make your users love itimmediately and think about itlater and tell their friends, maybeCONFIDENTIAL - DO NOT DISTRIBUTE 58. Just get the ideas outthere on paper. Onceyou know the story,you can refine it.CONFIDENTIAL - DO NOT DISTRIBUTE 59. Survival Skill Mastered:CONFIDENTIAL - DO NOT DISTRIBUTEFocusClarityEmpathyStorytelling 60. Iterate, Iterate, IterateCONFIDENTIAL - DO NOT DISTRIBUTE 61. CONFIDENTIAL - DO NOT DISTRIBUTE 62. Since 2004 weve been the first choice for companies suchas TomTom and Carbonite. Our focus on relationshipsmakes us more than just a vendor we become anextension of your existing team.CONFIDENTIAL - DO NOT DISTRIBUTE 63. Our company stands for excellence in design, making usthe first choice for companies like TomTom and Carbonite.Not only do we have high standards for the people we hire,but for taking care of you and your customers.CONFIDENTIAL - DO NOT DISTRIBUTE 64. Since 2004, we have focused on monetizing the userexperience, and helping your business do the same.Our company stands for excellence in design, making usthe first choice for companies like TomTom and Carbonite.CONFIDENTIAL - DO NOT DISTRIBUTE 65. Once you know yourstory, tell it over and overuntil it sounds right.CONFIDENTIAL - DO NOT DISTRIBUTE 66. Survival Skill Mastered:CONFIDENTIAL - DO NOT DISTRIBUTEFocusClarityEmpathyStorytellingPrecision 67. Say More with LessCONFIDENTIAL - DO NOT DISTRIBUTE 68. CONFIDENTIAL - DO NOT DISTRIBUTE 69. CONFIDENTIAL - DO NOT DISTRIBUTE 70. While it is a myth thatusers dont read on theinternet, theyll appreciateyour brevity and speak upif they want more.CONFIDENTIAL - DO NOT DISTRIBUTE 71. Survival Skill Mastered:CONFIDENTIAL - DO NOT DISTRIBUTEFocusClarityEmpathyStorytellingPrecisionBrevitySite Content 72. CONFIDENTIAL - DO NOT DISTRIBUTE 73. Do They Get It?(At-A-Glance)CONFIDENTIAL - DO NOT DISTRIBUTE 74. Conduct a 5 second test for initialimpressions.CONFIDENTIAL - DO NOT DISTRIBUTE 75. CONFIDENTIAL - DO NOT DISTRIBUTE 76. User experiencedesign, but it washard to read.CONFIDENTIAL - DO NOT DISTRIBUTE 77. Clean layoutQuirkyFunCONFIDENTIAL - DO NOT DISTRIBUTE 78. CONFIDENTIAL - DO NOT DISTRIBUTE 79. Wasnt sure if it wassales or marketing.Seemed to be aboutrelationship managementCONFIDENTIAL - DO NOT DISTRIBUTE 80. ClearConciseA little boringCONFIDENTIAL - DO NOT DISTRIBUTE 81. CONFIDENTIAL - DO NOT DISTRIBUTE 82. Having stronger,more relationshipswith customers.Liked the visual.CONFIDENTIAL - DO NOT DISTRIBUTE 83. InformalCuteFunCONFIDENTIAL - DO NOT DISTRIBUTE 84. A 5-second test cantell you if yourcontent is effective,at a glance.CONFIDENTIAL - DO NOT DISTRIBUTE 85. Survival Skill Mastered:CONFIDENTIAL - DO NOT DISTRIBUTEFocusClarityEmpathyStorytellingPrecisionBrevityImpact 86. Which is Better?CONFIDENTIAL - DO NOT DISTRIBUTE 87. Carbonite Split TestOriginal ContentThe Better BackupPlanJust install Carbonite andit starts backing up yourfiles - automatically and inthe background.Updated ContentBack up today andrest easyWhen youre on yourcomputer all day youneed constant, automaticbackup for your files.CONFIDENTIAL - DO NOT DISTRIBUTE 88. Carbonite Split TestOriginal Content Updated Content25% increasein sign-upsSad times.CONFIDENTIAL - DO NOT DISTRIBUTE 89. Whether a whole newdesign or just the wordingof one button, an A/B testallows post-launchiterations for continuedimprovement.CONFIDENTIAL - DO NOT DISTRIBUTE 90. Survival Skill Mastered:CONFIDENTIAL - DO NOT DISTRIBUTEFocusClarityEmpathyStorytellingPrecisionBrevityImpactAppropriateness 91. Do They Get It?(In-Depth Content)CONFIDENTIAL - DO NOT DISTRIBUTE 92. CONFIDENTIAL - DO NOT DISTRIBUTE 93. Follow up Questions:- Summarize the article.- What are the 7 symptoms?- Describe the conditions in which each ofthese symptoms may be a problem.CONFIDENTIAL - DO NOT DISTRIBUTE 94. Conduct in-depthcontent tests to ensureusers comprehend theinformation you aresharing.CONFIDENTIAL - DO NOT DISTRIBUTE 95. Survival Skill Mastered:CONFIDENTIAL - DO NOT DISTRIBUTEFocusClarityEmpathyStorytellingPrecisionBrevityImpactAppropriatenessResonanceValidation 96. Go for the MVP ofcontent, the way youwould for a newfeature set or app.CONFIDENTIAL - DO NOT DISTRIBUTE 97. CONFIDENTIAL - DO NOT DISTRIBUTE 98. May 2011 May 201214 Leads~1.17 leads/month18% qualifiedCONFIDENTIAL - DO NOT DISTRIBUTE 99. CONFIDENTIAL - DO NOT DISTRIBUTE 100. May 2012 August 201341 Leads~2.73 leads/month25% qualifiedCONFIDENTIAL - DO NOT DISTRIBUTE 101. CONFIDENTIAL - DO NOT DISTRIBUTE 102. August 2013 April 201446 Leads~5.75 leads/month54% qualifiedCONFIDENTIAL - DO NOT DISTRIBUTE 103. Questions?CONFIDENTIAL - DO NOT DISTRIBUTE 104. http://isurvivedmycontentstrategy.comCONFIDENTIAL - DO NOT DISTRIBUTE 105. Excellent Content Strategists Brain Traffic Margot Bloomstein Aha Media Group Sarah Wachter-Boettcher - DO NOT DISTRIBUTE 106. Articles & Slideshares A Content Strategy RoadMap Why You Need a Content Strategist MailChimps Voice & Tone Guide 7 Copywriting Tips - DO NOT DISTRIBUTE 107. Thanks for attending!Have more questions? Reach - DO NOT DISTRIBUTE