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KEEP YOUR CONTENT WEIRD, RELEVANT AND FRESH Presented By Nyleva Corley and Ben Wong OCT. 26, 2015 4-5:15 P.M. ROOM 10B

Keep Your Content Weird, Fresh and Relevant - BBCON 2015

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KEEP YOUR CONTENT WEIRD,RELEVANT AND FRESH Presented By Nyleva Corley and Ben Wong OCT. 26, 2015 ◦ 4-5:15 P.M. ◦ ROOM 10B

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3www.laslatinitas.com

2 #bbcon

By crafting quality stories in a variety of formats, your content can

flourish in the Internet fray! #KeepContentWeird #bbcon

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Tweet this now

Nyleva Corley

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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

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▪ 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

8Image Source: Aquila Commercial

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Keep Austin weird, y’all.

Why should we care about content?

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Our rate of content consumption is at an all time high

3,000,000,000People are doing

Google search queries every day.

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Are we feeding our audienceJUNK CONTENT?

#bbcon #keepcontentweird

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65% of Americans say web content is “hit or miss” or “unreliable”

- Colleen Jones: Content + Credibility Study

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Only 72% of constituents of cause-based nonprofits perceived the website content

to be accurate- Colleen Jones: ContentWRX Index

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“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

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WORK HORSEYour content has to be a

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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

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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

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CONTENT IS AN INVESTMENT

Increase conversions

Rally people around your mission

Build your brand

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What’s in your CONTENT CLOSET?

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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?

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Content is your #1 digital asset. It has the power to inspire your

constituents to take action. #KeepContentWeird #bbcon

Tweet this now

14 #bbcon

Keep Your Content Fresh & Relevant

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MAKE ME CRY

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

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THE DRAMATIC STRUCTURE

BEGINNING MIDDLE END

INTRO CONFLICT RESOLUTIONCLIMAX

30Image Source: Search Austin Homes, Iconic Austin: I love You Signs

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Example: Too Young to Wed

http://tooyoungtowed.org/

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Example: World Wildlife Fund

https://www.worldwildlife.org/places

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Explaining the conflict• Who is the antagonist?

• Why should anyone care?

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Some nonprofits have missions that are easily communicated.

Don’t over do it!

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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.

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If the antagonist isn’t obvious, make it larger than life.

#bbcon #keepcontentweird

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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

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–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

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Use the word ‘YOU’

Let the user be the hero

State the goal

www.feedingamerica.org

43http://planetary.org/

The Planetary Society

Everything you need to create and publish great content is already in your pocket

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Pick the right tool for the right size of story

SM

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#bbcon #keepcontentweird

42 #bbcon

MAKE IT SHORT AND SWEET

47Image Source: www.franklinbarbecue.com

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49https://www.cycleforsurvival.org/

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THE BRAIN PROCESSES VISUALS

60,000

TIMES FASTER THAN TEXT

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Camera Snapseed Over

Capture Edit Add text overlay

Visual Storytelling Tools

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KEEP SHORT

AND

STAY SOCIAL

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Instagram

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Micro-Videos

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SnapChatPeriscope

Temporary Videos

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When short isn’t long

enough

MEDIUM FORMAT

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http://firstperson.oxfamamerica.org/2015/09/17-goals-that-can-actually-change-your-life-and-everyone-elses-too/

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Podcasts

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http://cbf.org/about-the-bay/10-things-you-didnt-know-about-the-bay

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IMMERSE YOURSELF

Image Source: Todd Dwyer, Barton Springs

62http://www.dadaabstories.org/

63http://getgoingtoday.org/sally/

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“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/

65http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creek

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I feel empowered to tell my @mynonprofit story!

#KeepContentWeird #bbcon

Tweet this now

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THANK YOU!

Resources for Learning + Doing

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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

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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

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NYLEVA CORLEY [email protected]

@nyleva

BEN WONG [email protected]

@bunmun

STAY IN TOUCHPlease complete the session survey!

#BBCON #KeepContentWeird