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The slide deck I'm using for the April 8, 2014 San Antonio Online Marketing meetup group.
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The Dark Art of Digital Influence DemystifiedThe Story of an Accidental Content Strategist
Pencils down, please
http://www.slideshare.net/palumbook
josephpalumbo.com/darkart
Who am I?
Joseph Palumbo
@Palumbo [email protected] josephpalumbo.com linkedin.com/palumbook
Joseph Palumbo
Blogger/Podcaster Minimalist Startup Mentor Corporate Entrepreneur Technology Evangelist
Joseph Palumbo
Learner Strategic Ideation Context Individualization
Let me tell you a story…
Success is lethal
Why aren’t customers using our content?
Copy
SEO
Context
Format
Information Architecture
Content Audits
UX
Conversions
Style Guide
CMSUser
Personas
Rhetoric
Copy
SEO
Context
Format
Information Architecture
Content Audits
UX
Conversions
Content Strategy
Style Guide
CMSUser
Personas
Rhetoric
Tactical & Practical
Creation Organization Evaluation
Content is hard!
Screens that elicit emotion…
Content = Catalyst
Content = Clout
Content = Currency
What is Content Strategy?
• Defines how you’re going to use content to meet your business goals and satisfy your users’ needs!
• Guides decisions about content from creation to deletion!
• Sets benchmarks against which to measure the success of your content!
• Aligns multiple teams of content creators!
• Extends beyond the website
• Target Audiences: Who do you want to engage in conversation and why? !
• Messaging: What do you want those target users to know, learn or get from your content? !
• Channels: What channels are used to deliver content?
• Workflow/Governance: How is content created, maintained and managed?
Building a!Core Strategy
Messaging• Messages vs Messaging
• Message are not meant to be content
• Define a message hierarchy
1. Technology + Design = Better Life!!
2. SA is a tech city!!
3. Minimalism is cool
Commander’s Intent
Tactics change, but a good core strategy stays consistent
How do I create influential content?
clout (noun) 1. influence or power, esp. in politics or business !
2. a heavy blow with hand or a hard object
Phases of CloutRAISE AWARENESS You can’t influence people who don’t know about you. Show who you are, what you stand for and what you can offer. Focus on the “About Me” (Like I did at the beginning of this presentation) !BECOME LIKED AND TRUSTED Web content needs to demonstrate personality, values, expertise credibility Start focusing on your customers and help them identify with you !MOTIVATE, INSPIRE AND HELP ACTION Content needs to clearly define the action and associated benefits. Content should guide people through the action itself.
Context Rhetoric
Psychology
Principles of Clout
context (noun)!The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed
Elements of ContextResults What do you need to do?
!Users Who are you trying to reach?
!Brand How people see you?
!Timing What’s going on
!Forum Where is it happening?
Result
ActionAttitude
BJ Fogg’s !Behavior Model
Result
ActionAttitude
Likeability Trust Awareness Motivation Ability Trigger
BJ Fogg’s !Behavior Model
Result
ActionAttitude
Likeability Trust Awareness Motivation Ability Trigger
Do users like or identify with you and what you stand for?
Result
ActionAttitude
Likeability Trust Awareness Motivation Ability Trigger
Do users find you credible or and trustworthy, especially regarding what you
stand for?
Result
ActionAttitude
Likeability Trust Awareness Motivation Ability Trigger
Do users know who you are and what you stand for?
Result
ActionAttitude
Likeability Trust Awareness Motivation Ability Trigger
Do users want to take the action you want them to take?
Result
ActionAttitude
Likeability Trust Awareness Motivation Ability Trigger
Can users take the action easily?
Result
ActionAttitude
Likeability Trust Awareness Motivation Ability Trigger
What will inspire users to take action now?
Audience• Be super specific
• Develop personas
• Identify multiple customer types
• Existing vs Potential
Characteristics Description
Demographics Age, income, race, education, sex, occupation, location
Behaviors What are they already doing? Where are they already going?
Expectations User’s notions of how things should work? What they think is good.
Role Functions within an organization
Values User’s individual, community and cultural beliefs
Disposition Perceptions of your brand, topic, idea and more
Personas Predefined categories created just for your organization
Who you want!vs!Who is there
Brand• Organization or Personal or both
• Consistency is vital
• Sometimes better to let your brand pick you
Timing• What’s going on in the world, community, industry
• Gap between now and call to action (Priming)
• How long will it take to influence your users?
Forum• So many to choose from!!
• What’s your flagship?
• Go to where your users are
Factors to consider when identifying what content you need…• Audience
• Messaging
• Topics
• Purpose
• Voice and Tone
• Sources
Rhetoric
“The art, practice and study of human communication”
Credibility (Ethos)!Logic (Logos) !Emotion (Pathos)
Credibility
Experience
Success
Reputation
AssociationCertification
Similarity
Longevity
Credibility
Experience
Success
Reputation
AssociationCertification
Similarity
Longevity
Credibility
Experience
Success
Reputation
AssociationCertification
Similarity
Longevity
Credibility
Experience
Success
Reputation
AssociationCertification
Similarity
Longevity
Credibility
Experience
Success
Reputation
AssociationCertification
Similarity
Longevity
Credibility
Experience
Success
Reputation
AssociationCertification
Similarity
Longevity
Credibility
Experience
Success
Reputation
AssociationCertification
Similarity
Longevity
Credibility through content• Quality over time
• Partners and Endorsements
• Expert Contributions
• Curated Content from Credible Sources
• Site your sources
• Brand History
• Security and Privacy Cues
Credibility Guidelines• Say who you are and where you are located
• Clearly distinguish sponsored content
• Inform people of any fees, return policies, and other information important to making shopping decisions
• Correct false, misleading or outdated content and have a policy if someone makes a purchase using incorrect content
Logic• Don’t generalize and beware of edge cases
• Red Herrings
• Don’t confuse cause with correlation
• Be cautious with hyperbole
• Beware of bandwagons
Emotion• Powerful, so handle with care
• Users decide when it works (and doesn’t)
• Best used through sensory detail
–Kenneth Burke, Rhetorician On Identification
“Any of the wide variety of means by which an author may establish a shared sense of values, attitudes and interests with his readers.”
Identification• Overcoming differences, finding common ground
• Key to attracting the right people
• Superficial vs Deep
• Know your audience
–Somebody who knows something about communication
When you try reaching everyone, you risk reaching know one.
Not everyone is going to identify with you, and that’s OK.
How to identify with users• Persona/Character/Spokesperson (Rackspace)
• User Generated Content (B&H Photo)
• Cause Content (Tom’s)
• Story
• Us - Why we’re here, about our startup
• Customers - How our customers use us
Context Rhetoric
Psychology
Principles of Content Strategy
psychology (noun) The scientific study of the human mind and its functions, esp. those affecting behavior in a given context.
Loss vs. Gain
Compare the the following two statements
If you improve your SEO you will gain 5,000 new customers each year
If you do not improve your SEO, your company will lose 5,000
new customers each year
Validation & Affirmation
Organization
Content Calendar
• Know what you’ve published and when
• Track SEO keywords
• Everything should adhere to the core strategy
• Start prepping early, recruit interviews
• Allows for effective use of priming
Evaluation
The question is not whether we have enough data, but which data is most useful
Data Driven Content?
A/B Testing
Quantitative Evaluation• Google Analytics + Branded Traffic
Focus Group
• Colleagues/Peers
• Customer Advisory Group
• Family/Friends
• Mentors
• Editorial Staff
• Social Networks/Forums
• Be aware of tense and person
• Use active, authoritative voice when possible,appropriate
• Posts between 300 to 1000 words
• This is not the SATs, leave fancy words at home
• Write first, edit later
Create a style guide
• Writing Style (Person, Tense)
• Format (Headings, Lists, Capitalization)
• Context
• Tone/Voice
• Branding conventions
• Visual/Technical
• Forums/Channels
WHAT IS THE TRANSFORMATION? !WHEN DOES THE USER DO IT? !WHAT PROBLEM ARE YOU SOLVING? !WHAT PROBLEM ARE YOU CREATING?
ANSWER THESE QUESTIONS
Thank you.