Upload
benjamin-wong
View
238
Download
0
Embed Size (px)
Citation preview
KEEP YOUR CONTENT WEIRD,RELEVANT AND FRESH Presented By Nyleva Corley and Ben Wong OCT. 26, 2015 ◦ 4-5:15 P.M. ◦ ROOM 10B
2 #bbcon
By crafting quality stories in a variety of formats, your content can
flourish in the Internet fray! #KeepContentWeird #bbcon
4
Tweet this now
Nyleva Corley
5
Senior Information Architect
User Experience and Design
▪ Hometown: Austin, TX
▪ Specialties: Content Strategy and Usability
▪ At Blackbaud: 3½ years
▪ Facts:
▪ 12 years in digital strategy for The University of Texas of Austin
▪ Long-distance trail runner
▪ My first name is a made up name
@nyleva
Ben Wong
6
▪ Hometown: Bristol, UK
▪ Specialties: Web Strategy & Design, Storytelling
▪ At Blackbaud: 7 years
▪ Experience:
▪ Started career in the British music industry
▪ Joined Blackbaud as a web designer
▪ Co-Founder of Birthdays For All
Creative & Success Services Manager
@bunmun
7Image Source: El Arroyo, Facebook
12
Our rate of content consumption is at an all time high
3,000,000,000People are doing
Google search queries every day.
14
65% of Americans say web content is “hit or miss” or “unreliable”
- Colleen Jones: Content + Credibility Study
15
Only 72% of constituents of cause-based nonprofits perceived the website content
to be accurate- Colleen Jones: ContentWRX Index
16
“Nonprofits struggle for funding, volunteers, and other resources because they are
unable to effectively communicate their vision, purpose and value.”
- Liz Wainger, President Wainger Group Communications
18
Connect with the audience
Represent brand
Be accurate and up to date
Delight and entertain
Educate and inform
Be shareable and portable
CONTENTInspire action
Your Content Has To Be A Workhorse
19
I HAVE SO MUCH TO SAY
BUT I HAVE NO TIME, RESOURCES OR BUDGET TO CREATE TRULY EXCEPTIONAL CONTENT
Image Source: Dawson’s Creek, Sony Pictures
22
Questions for your content audit:
What is the purpose for the organization?
Who is the target audience?
What is the call to action? click here
Is it accurate and up to date?
Is the tone consistent with the brand?
Is it accessible on mobile devices?
23
Content is your #1 digital asset. It has the power to inspire your
constituents to take action. #KeepContentWeird #bbcon
Tweet this now
Storytelling is the oldest and most powerful form of communication
Image Source: Matthew Cooper Photography
When you want to motivate, persuade, or be remembered…
START WITH A STORYIt will capture people’s hearts by
first attracting their brains
Source: HBR.org Why Your Brain Loves Good Storytelling
- Dr. Paul Zak, Claremont Graduate University
#bbcon #keepcontentweird
Your stories make up your content Not all content tells a story
Image Source: John Maffei, Uncommon Objects At Night
#bbcon #KeepContentWeird
30Image Source: Search Austin Homes, Iconic Austin: I love You Signs
36
Other nonprofits need to work harder to present the conflict in a way that is easy
for the audience to relate to.
Use simple language. Avoid jargon at all costs.
38
CLIMA X
The story reaches its peak. The hero takes action to resolve the conflict.
Image Source: Randall Metting, Sensory Overload ACL
Who is the hero of your story?
• The organization?
• The beneficiary?
• The audience?
Image Source: The Neverending Story
40
–Jeff Brooks, TrueSense Marketing
“Donors ask themselves, how do I matter? How am I going to give back for all that I’ve received in life?
If your stories help them answer that question, you’re really doing fundraising. ”
LET THE AUDIENCE BE THE HERO
• Invite the reader into the story
• Present a clear call to action
• Your story should be a ‘choose your own adventure’ story
Image Source: The Neverending Story
42
Use the word ‘YOU’
Let the user be the hero
State the goal
www.feedingamerica.org
44Image Source: Bruce Turner, Alamo Drafthouse Marquee
42 #bbcon
MAKE IT SHORT AND SWEET
47Image Source: www.franklinbarbecue.com
53Sources: https://www.facebook.com/humansofnewyork/posts/866023170138451:0
Mashable: With 50,000 donations, Humans of New York fundraiser sets Indiegogo record
58
http://firstperson.oxfamamerica.org/2015/09/17-goals-that-can-actually-change-your-life-and-everyone-elses-too/
64
“Contrary to popular belief, long form stories have a better chance of going viral than short posts, with the
optimal length being upwards of 2000 words.”
–– http://contently.com/strategist/2015/09/16/5-ways-content-goes-viral/
70
Resources for Learning + Doing▪ Meghan Casey, @meghscase
The Content Strategy Toolkit
▪ Sara Wachter-Boettcher, @sara_ann_marieContent Everywhere: Strategy and Structure for Future-Ready Content
▪ Colleen Jones, @leenjonesClout: The Art and Science of Influential Web Content
▪ Margot Bloomstein, @mbloomsteinContent Strategy at Work
▪ Ginny Redish, @GinnyRedishLetting Go of the Words: Writing Web Content That Works
▪ Jonathon Colman, @jcolmanThe Epic List of Content Strategy Resources
▪ Paula Land, @content_insight
71
More Resources for Learning + Doing▪ Kristina Halvorson, @halvorson
Content Strategy for the Web
▪ Scott Abel, @scottabelRahel Anne Bailie, @rahelabThe Language of Content Strategy
▪ Erin Kissane, @kissaneThe Elements of Content Strategy
▪ Karen McGrane, @karenmcgraneContent Strategy for Mobile
▪ Gerry McGovern, @gerrymcgovern
72
NYLEVA CORLEY [email protected]
@nyleva
BEN WONG [email protected]
@bunmun
STAY IN TOUCHPlease complete the session survey!
#BBCON #KeepContentWeird