the emergency content strategy survival kit – heather o'neill
Post on 17-Sep-2014
531 views
DESCRIPTION
Content strategy as a discipline is on the rise, as more and more organizations recognize the need for it – but what if you don't have a content strategist in easy reach? If you don't have a content strategist in-house or on retainer, and your organization is full of folks who wouldn't know an adverb if it bit them, there are nevertheless some simple techniques you can use to reveal the right message hiding in any piece of web content. Should you hire a content strategist? Yes, under ideal circumstances, you should. But there will always be those home-grown, cash-strapped, gotta-launch-in-3-days efforts where the content needs to be done, and needs to be done right – and it needs to be done by you. This talk will be your Content Strategy Survival Kit, tucked in your desk under emergency glass. Don't be afraid to break it. Attendees will learn simple, practical content strategy tips and techniques so that they can put on their Content Strategist hats whenever the need arises. From storytelling and messaging to organization and flow, we'll cover all the bases needed in order to bring out the best in your content, even on a tight schedule. We'll walk through these tips in the context of a real-life case study: the story of how my team and I created our own Survival Kit in our organization when we had a website to launch in a hurry. I'll take lessons from that story and explore how attendees can apply them in their own organizations.TRANSCRIPT
Heather O’Neill!@hlrjo
http://isurvivedmycontentstrategy.com
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Too Much T
ext
CONFIDENTIAL - DO NOT DISTRIBUTE
Too Much T
ext
No One Cares
CONFIDENTIAL - DO NOT DISTRIBUTE
Too Much T
ext
No One Cares
Side to Side Navigation?!
CONFIDENTIAL - DO NOT DISTRIBUTE
Too Much T
ext
No One Cares
Side to Side Navigation?!
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Why should you care?
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Nothing says more about what you think
of your users than error messages.
Scott Berkun
http://scottberkun.com/essays/10-the-web-shouldnt-be-a-comedy-of-errors/
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Caveats, Provisos, & Quid Pro Quos
CONFIDENTIAL - DO NOT DISTRIBUTE
I am not a Content Strategist
CONFIDENTIAL - DO NOT DISTRIBUTE
Content Strategy encompasses more than I will discuss today
CONFIDENTIAL - DO NOT DISTRIBUTE
Hire a real Content Strategist for best results
The Survival Guide Survival Tactic 1: Back Away Survival Tactic 2: Stay on the Trail Survival Tactic 3: Test for Safety
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
“Who Cares?”
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
High Level Goal: • Increase Product Success (exposure, sales) • Increase Team Productivity (reduce costs,
speed up delivery) • Beat the Competition (increase market share) • Keep CEO and Other Execs Happy
It is better to design for one real person – even if
they're not the right person – than to design
for "everyone."
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
“The Elevator Pitch”
CONFIDENTIAL - DO NOT DISTRIBUTE
Core Message
Above the Fold helps software companies improve the design &
experience of their web and mobile applications.
CONFIDENTIAL - DO NOT DISTRIBUTE
Core Message
Above the Fold solves users’ problems through design.
CONFIDENTIAL - DO NOT DISTRIBUTE
Core Message
Above the Fold solves users’ problems through design.
CONFIDENTIAL - DO NOT DISTRIBUTE
Get down to the essence of what
people need to know about you.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus Clarity
“Speak the Language”
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Voice & Tone Table
https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice
CONFIDENTIAL - DO NOT DISTRIBUTE
ATF’s Table
If we want users to like our software we should design it to behave like a likeable
person: respectful, generous and helpful.
Alan Cooper
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus Clarity Empathy
Message Hierarchy
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
“Tell Your Story”
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Why are customers coming to ATF? • Be impressed • Establish/confirm skills & expertise • See past work • Get in touch
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Something about making a good first impression.
CONFIDENTIAL - DO NOT DISTRIBUTE
Something about making a good first impression.
…make your users love it immediately and think about it later and tell their friends, maybe
Just get the ideas out there on paper. Once you know the story,
you can refine it.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus Clarity Empathy
Storytelling
“Iterate, Iterate, Iterate”
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Since 2004 we’ve been the first choice for companies such as TomTom and Carbonite. Our focus on relationships
makes us more than just a vendor – we become an extension of your existing team.
CONFIDENTIAL - DO NOT DISTRIBUTE
Our company stands for excellence in design, making us the first choice for companies like TomTom and Carbonite. Not only do we have high standards for the people we hire,
but for taking care of you and your customers.
CONFIDENTIAL - DO NOT DISTRIBUTE
Since 2004, we have focused on monetizing the user experience, and helping your business do the same.
Our company stands for excellence in design, making us
the first choice for companies like TomTom and Carbonite.
Once you know your story, tell it over and over
until it sounds right.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus Clarity Empathy
Storytelling Precision
“Say More with Less”
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
While it is a myth that users don’t read on the
internet, they’ll appreciate your brevity and speak up
if they want more.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus Clarity Empathy
Storytelling Precision Brevity
Site Content
CONFIDENTIAL - DO NOT DISTRIBUTE
“Do They Get It?” (At-A-Glance)
CONFIDENTIAL - DO NOT DISTRIBUTE
Conduct a 5 second test for initial impressions.
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
User experience design, but it was
hard to read.
CONFIDENTIAL - DO NOT DISTRIBUTE
Clean layout
Quirky
Fun
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Wasn’t sure if it was sales or marketing.
Seemed to be about relationship management
CONFIDENTIAL - DO NOT DISTRIBUTE
Clear
Concise
A little boring
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Having stronger, more relationships with customers. Liked the visual.
CONFIDENTIAL - DO NOT DISTRIBUTE
Informal
Cute
Fun
A 5-second test can tell you if your
content is effective, at a glance.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus Clarity Empathy
Storytelling Precision Brevity
Impact
“Which is Better?”
CONFIDENTIAL - DO NOT DISTRIBUTE
Carbonite Split Test
CONFIDENTIAL - DO NOT DISTRIBUTE
Original Content
The Better Backup Plan
Just install Carbonite and it starts backing up your files - automatically and in the background.
Updated Content
Back up today and rest easy
When you’re on your computer all day you need constant, automatic backup for your files.
Carbonite Split Test
CONFIDENTIAL - DO NOT DISTRIBUTE
Original Content Updated Content
25% increase in sign-ups
Sad times.
Whether a whole new design or just the wording of one button, an A/B test
allows post-launch iterations for continued
improvement.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus Clarity Empathy
Storytelling Precision Brevity
Impact Appropriateness
“Do They Get It?” (In-Depth Content)
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Follow up Questions: - Summarize the article. - What are the 7 symptoms? - Describe the conditions in which each of
these symptoms may be a problem.
CONFIDENTIAL - DO NOT DISTRIBUTE
Conduct in-depth content tests to ensure users comprehend the
information you are sharing.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus Clarity Empathy
Storytelling Precision Brevity
Impact Appropriateness Resonance
Validation
Go for the MVP of content, the way you
would for a new feature set or app.
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
May 2011 – May 2012 14 Leads
~1.17 leads/month 18% qualified
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
May 2012 – August 2013 41 Leads
~2.73 leads/month 25% qualified
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
August 2013 – April 2014 46 Leads
~5.75 leads/month 54% qualified
Questions?
CONFIDENTIAL - DO NOT DISTRIBUTE
http://isurvivedmycontentstrategy.com
CONFIDENTIAL - DO NOT DISTRIBUTE
Excellent Content Strategists • Brain Traffic
http://braintraffic.com/ • Margot Bloomstein
http://appropriateinc.com/ • Aha Media Group
http://www.ahamediagroup.com/ • Sarah Wachter-Boettcher
http://www.sarawb.com/
CONFIDENTIAL - DO NOT DISTRIBUTE
Articles & Slideshares • A Content Strategy RoadMap
http://www.slideshare.net/khalvorson/a-content-strategy-roadmap
• Why You Need a Content Strategisthttp://boagworld.com/content-strategy/content-strategist/
• MailChimp’s Voice & Tone Guidehttp://voiceandtone.com/
• 7 Copywriting Tipshttp://www.copyblogger.com/scientific-copywriting/
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Thanks for attending! Have more questions? Reach out: [email protected] @HLRJO @abovethefold