Stakeholder says no': How to get content signed off. | Catherine Toole | The Digital Content Summit 2014

“Stakeholder says no”:getting good content signed off

@catherinetoole

© Sticky Content Limited

https://twitter.com/catherinetoole


http://www.stickycontent.com/

© Sticky Content Limitedwww.stickycontent.com 2


“Biggest challenge? People just don’t get what it is…”



5© Sticky Content Limited




The result? Frankencontent?

Source: State of Digital Copywriting Survey 2013 © Sticky Content Ltd www.stickycontent.com/survey


You work hard for what goes into your current account. Shouldn’t that account work hard too?

♥ Wonderbank ♥ Extra money: earn interest on the cash you aren’t using

Total control: you set limits on what to keep – and sweep No hassle: your account sweeps automatically for you Instant access: if you need it, sweep it back instantly

Make my account work harder >>


At Wonderbank, we know you work hard to earn what goes into your current account.Our Instant Sweep Saver® works hard too. Sweep spare funds into a higher interest account: earn

a higher rate of interest* on the cash you don’t need this month

Take control: you agree a monthly amount to keep – and sweep

Easy to manage: your Instant Sweep Saver® account sweeps automatically for you on set days of the month

Instant access: if you need it, sweep it back instantly**

*Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions AER

**Instant sweeping cannot be guaranteed, in some circumstances funds may take up to 46 hours to sweep. Overdraft charges may be applied to Instant Sweep Saver accounts which fall into negative balance.

♥ Wonderbank ♥




1. Educate

& support



Winter walks in the UK: top 10 trails

Hiking in the UK can be a rewarding, exciting activity for people of all ages and levels of experience. Mountain Warehouse has compiled a list of the top ten hikes to be found in diverse areas of the country, all for your walking pleasure. And when you’ve picked your hike, head to our Walking section and pick up all the gear you’ll need.

1. Tackle one of Yorkshire’s Three Peaks – Yorkshire MoorsIf you love to hike, but secretly fancy yourself as a bit of a climber, get up close and personal with the Pen-y-Ghent. Prepare yourself for an exhausting climb that offers fantastic views and an exhilarating descent. At the bottom you’ll find a gaping hole that extends two hundred feet down into an underground river.

2. Hike to a medieval tower – Glastonbury, SomersetNot just the home of loud guitars and hippies, Glastonbury is actually one of the most mystical places in England, with holy wells and crumbling towers steeping the landscape in history. Start at the Chalice Well, and take the path to the top of Glastonbury Tor and its medieval tower.

3. Take on Striding Edge – Lake DistrictLike a little terror with your trekking? Striding Edge is a notoriously precarious walk, and only for the hardiest of hearts (and most dedicated of mountain lions). This is a winding, narrow path that leads up from Red Tarn to the summit of Helvellyn, in the Lake District.

4. Journey along the Coast to Coast – Lake District to Robin Hoods BayEngland's classic "Coast-to-Coast" walk is thought of by some as one of the top ten hikes in the world. It traverses a long distance, from the Irish Sea to the North Sea, snaking through three national parks: the Lake District, the Yorkshire Dales and the beautiful plains of the North Yorkshire Moors.

5. Challenge yourself on England’s longest hike – Somerset to DorsetThe longest of the long England hikes has got to be the South-West Coast Path – at 630 miles. It will send you soaring to the heavens then plunging to sea level in the blink of an eye. You can also expect sleepy fishing towns, bleak, antiquated landscapes and sandy beaches with dramatic waves.

6. Walk along Hadrian’s Wall – Solwat Firth to the Tyne River Built in 122AD to mark the northernmost outpost of the Roman Empire, Hadrian’s Wall provides a historically rich spine from which numerous different routes begin. Both scenically stimulating and an authentically educational experience, choose your route and go accompanied by one of the most impressive examples of ancient engineering known to the modern world.

7. Climb to the top of Ben Nevis – Fort William, ScotlandThe hike up to the UK’s highest mountain is perhaps one for more experienced hikers, as it is not without its dangers. The summit is 1,344m up, so leave plenty of time for your ascent. The panoramic splendour of the view at the top is worth every trudging footprint.

http://www.mountainwarehouse.com/outdoor/

8. See prehistoric rocks on the Malvern Hills – Worcestershire and Herefordshire A miniature mountain range, these hills contain some of the oldest rocks in Britain at 650 million years old. Prehistoric, challenging and steeped in history – what’s not to love? If you want to experience the thrill of mountain climbing without the terrifying altitude, the Malvern Hills is the place for you.

9. Walk along the white cliffs of Dover – Dover, Sussex Discover the world famous white cliffs with this steep and dramatic walk. The legendary coastal path offers unparalleled views of the English Channel and France. Other sights include the crumbling remains of a military prison and an abundance of rare plants and wildlife

10. Hike to the top of Sugar Loaf – Brecon Beacons, WalesThis rocky – and sometimes treacherous – walk leads to the 600m high Sugar Loaf, one of the most popular landmarks in Wales. Its highest point is a winding ridge that offers great views of the Bristol Channel and the Malvern Hills. It can be dangerous, but as long as you come prepared hiking at the Brecon Beacons should be a breeze.

Found a hike that excites you? Pick up all the equipment and clothing you’ll need in our Walking section.


http://www.mountainwarehouse.com/outdoor/


Click icon to add picture









© Sticky Content Limited© Sticky Content Limited


2. Have a publishing

process and briefs/format

s


“At the very least, have a statement of intent for every content item you produce...”



• Email subject line


• Homepage teaser

• Tweet

• Related products link


• Landing page snippet / A-Z entry


• Mobile site


• Tablet site



3. Limit numbers & scope



© Sticky Content Limited© Sticky Content Limited


4. Stop asking

for ‘feedbac

k’!




5. Know thy

enemies



Image copyright Disney Corporation.

How will you tame senior management?

• build trust• demonstrate value• map strategy to shared goals• be low-maintenance• make them look good



RIP Content

By committee


follow us@catherinetoole@stickycontent

email [email protected]

call us+44 (0) 207 963 7070

www.stickycontent.com




https://twitter.com/StickyContent

https://twitter.com/StickyContent

mailto:[email protected]

http://www.stickycontent.com/

Marketing

Stakeholder says no': How to get content signed off. | Catherine Toole | The Digital Content Summit 2014