The Emergency Content Strategy Survival Kit – Heather O'Neill

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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.

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<ul><li><p>Heather ONeill !@hlrjo</p></li><li><p>http://isurvivedmycontentstrategy.com</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Too Much Text </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Too Much Text </p><p>No One Cares </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Too Much Text </p><p>No One Cares Side to Side Navigation?! </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Too Much Text </p><p>No One Cares Side to Side Navigation?! </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Why should you care?</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Nothing says more about what you think </p><p>of your users than error messages. </p><p>Scott Berkun </p><p> http://scottberkun.com/essays/10-the-web-shouldnt-be-a-comedy-of-errors/ </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Caveats, Provisos, &amp; Quid Pro Quos</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>I am not a Content Strategist </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Content Strategy encompasses more than I will discuss today</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Hire a real Content Strategist for best results</p></li><li><p>The Survival Guide Survival Tactic 1: Back Away Survival Tactic 2: Stay on the TrailSurvival Tactic 3: Test for Safety</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Who Cares? </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>High Level Goal: Increase Product Success (exposure, sales) Increase Team Productivity (reduce costs, </p><p>speed up delivery) Beat the Competition (increase market share) Keep CEO and Other Execs Happy</p></li><li><p>It is better to design for one real person even if </p><p>they're not the right person than to design </p><p>for "everyone." </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Focus</p></li><li><p>The Elevator Pitch </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Core Message</p><p>Above the Fold helps software companies improve the design &amp; </p><p>experience of their web and mobile applications. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Core Message</p><p>Above the Fold solves users problems through design. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Core Message</p><p>Above the Fold solves users problems through design. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Get down to the essence of what </p><p>people need to know about you. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>FocusClarity</p></li><li><p>Speak the Language </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Voice &amp; Tone Table</p><p>https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>ATFs Table</p></li><li><p>If we want users to like our software we should design it to behave like a likeable </p><p>person: respectful, generous and helpful. </p><p>Alan Cooper</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>FocusClarityEmpathy</p><p>Message Hierarchy </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Tell Your Story </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Why are customers coming to ATF? Be impressed Establish/confirm skills &amp; expertise See past work Get in touch</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Something about making a good first impression.</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Something about making a good first impression.</p><p>make your users love it immediately and think about it later and tell their friends, maybe</p></li><li><p>Just get the ideas out there on paper. Once you know the story, </p><p>you can refine it. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>FocusClarityEmpathy</p><p>Storytelling</p></li><li><p>Iterate, Iterate, Iterate </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Since 2004 weve been the first choice for companies such as TomTom and Carbonite. Our focus on relationships </p><p>makes us more than just a vendor we become an extension of your existing team. </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>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, </p><p>but for taking care of you and your customers. </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Since 2004, we have focused on monetizing the user experience, and helping your business do the same. </p><p> Our company stands for excellence in design, making us </p><p>the first choice for companies like TomTom and Carbonite. </p></li><li><p>Once you know your story, tell it over and over </p><p>until it sounds right. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>FocusClarityEmpathy</p><p>StorytellingPrecision</p></li><li><p>Say More with Less </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>While it is a myth that users dont read on the </p><p>internet, theyll appreciate your brevity and speak up </p><p>if they want more. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>FocusClarityEmpathy</p><p>StorytellingPrecisionBrevity</p><p>Site Content </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Do They Get It?(At-A-Glance) </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Conduct a 5 second test for initial impressions. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>User experience design, but it was </p><p>hard to read. </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Clean layout Quirky </p><p>Fun </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Wasnt sure if it was sales or marketing. </p><p>Seemed to be about relationship management </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Clear Concise </p><p>A little boring </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Having stronger, more relationships with customers. Liked the visual. </p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Informal Cute Fun </p></li><li><p>A 5-second test can tell you if your </p><p>content is effective, at a glance. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>FocusClarityEmpathy</p><p>StorytellingPrecisionBrevity</p><p>Impact</p></li><li><p>Which is Better? </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Carbonite Split Test</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Original Content </p><p>The Better Backup Plan </p><p>Just install Carbonite and it starts backing up your files - automatically and in the background. </p><p>Updated Content </p><p>Back up today and rest easy </p><p>When youre on your computer all day you need constant, automatic backup for your files. </p></li><li><p>Carbonite Split Test</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Original Content Updated Content </p><p>25% increase in sign-ups </p><p>Sad times. </p></li><li><p>Whether a whole new design or just the wording of one button, an A/B test </p><p>allows post-launch iterations for continued </p><p>improvement. CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>FocusClarityEmpathy</p><p>StorytellingPrecisionBrevity</p><p>ImpactAppropriateness</p></li><li><p>Do They Get It?(In-Depth Content) </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Follow up Questions:- Summarize the article.- What are the 7 symptoms?- Describe the conditions in which each of </p><p>these symptoms may be a problem.</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Conduct in-depth content tests to ensure users comprehend the </p><p>information you are sharing. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Survival Skill Mastered:</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>FocusClarityEmpathy</p><p>StorytellingPrecisionBrevity</p><p>ImpactAppropriatenessResonance</p><p>Validation </p></li><li><p>Go for the MVP of content, the way you </p><p>would for a new feature set or app. </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>May 2011 May 201214 Leads</p><p>~1.17 leads/month18% qualified</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>May 2012 August 201341 Leads</p><p>~2.73 leads/month25% qualified</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>August 2013 April 201446 Leads</p><p>~5.75 leads/month54% qualified</p></li><li><p>Questions? </p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>http://isurvivedmycontentstrategy.com</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Excellent Content Strategists Brain Trac</p><p>http://braintrac.com/ Margot Bloomstein </p><p>http://appropriateinc.com/ Aha Media Group</p><p>http://www.ahamediagroup.com/ Sarah Wachter-Boettcher</p><p>http://www.sarawb.com/</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>Articles &amp; Slideshares A Content Strategy RoadMap </p><p>http://www.slideshare.net/khalvorson/a-content-strategy-roadmap</p><p> Why You Need a Content Strategisthttp://boagworld.com/content-strategy/content-strategist/</p><p> MailChimps Voice &amp; Tone Guidehttp://voiceandtone.com/</p><p> 7 Copywriting Tipshttp://www.copyblogger.com/scientific-copywriting/</p><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p></li><li><p>CONFIDENTIAL - DO NOT DISTRIBUTE</p><p>Thanks for attending! </p><p>Have more questions? Reach out:heather.oneill@abovethefolddesign.com </p><p>@HLRJO@abovethefold </p></li></ul>