Embed Size (px)
DESCRIPTION
Over 50 per cent of content professionals feel forced to create content on demand, in response to business needs, according to a recent Sticky Content survey, while 30 per cent say their content plan is usually hijacked. If content is part of your remit but a combination of culture and hierarchy is affecting your ability to improve quality and effectiveness, this session is for you. By Econsultancy’s Content Strategy trainer and Sticky Content ceo, Catherine Toole.
Citation preview
Content strategy by stealth: How to improve content when people, politics and process are against you
@catherinetoole
© Sticky Content Limitedwww.stickycontent.com 3
“Biggest challenge? People just don’t get what it is…”
www.stickycontent.com 4
What makes Frankencontent?
Source: State of Digital Copywriting Survey 2013 © Sticky Content Ltd www.stickycontent.com/survey
© Sticky Content Limited
© Sticky Content Limited
1. Win hearts and minds
I destroy my enemies when I make them my friends.
© Sticky Content Limited
© Sticky Content Limited
2. Know your stuff
© Sticky Content Limited
March 2, 1941‘Churchill grows on me. He has an astonishing grasp of detail and, by daily contact with the service headquarters, knows of disposition and establishment quite accurately…’
Extract and image of Robert Menzies with Winston Churchull from the National Library of Australia
© Sticky Content Limited
© Sticky Content Limited
3. Speak their language
© Sticky Content Limited photo from newseum.org
© Sticky Content Limited photo from newseum.org
“If you talk to a man in a language he understands, it goes to his head.If you talk to him in his language, it goes to his heart.”
Nelson Mandela
© Sticky Content Limited
© Sticky Content Limited
Ways to show you care
●Stakeholder interviews and involvement at all levels
●Understand pain points
●Create realistic, practical, usable processes
●Share success
© Sticky Content Limited
4. Make it easy to support you
© Sticky Content Limited
A runner-up in The Guardian's political blog of the year awards.The Guardian praised the blog as being a ‘down-to-earth, good-humoured blog... Praised for its ability to make road humps, leafleting and Fire Service modernisation interesting.’
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
5. Collect and circulate proof points
© Sticky Content Limited
• 20% decrease in incomplete forms for the People’s Millions programme
• 93% of users said the form questions were very easy or fairly easy to understand
• 90% said it was easy or fairly easy to fill in the form
“Sticky Content’s review has created something of a cultural change in Big Lottery Fund with people looking at what BIG needs to ask. We estimate that if similar changes were made across all our applications, we could save £54,000.”Claudio Concha, Head of New Media
© Sticky Content Limited
Website goes from 4th to top spot for the term ‘life insurance’
© Sticky Content Limited
• Natural traffic to page has tripled. • Lowest bounce rate of 10 most-visited pages on
the site. • Goal conversion doubled.
38
‘Measuring the impact of written content was voted the trickiest aspect of producing good digital copy’
Sticky Content’s Annual State of Digital Copywriting Survey 2013
39
An extract from the foreword to Content Strategy for the Web (2nd Edition) by Kristina Halvorson & Melissa Rach by Sarah Cancilla, Facebook’s first content strategist.
© Sticky Content Limited
6. FEARS (and peers)
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
follow us@catherinetoole@stickycontent
email [email protected]
call us+44 (0) 207 963 7070
www.stickycontent.com
