the emergency content strategy survival kit – heather o'neill

Download The Emergency Content Strategy Survival Kit – Heather O'Neill

Post on 17-Sep-2014

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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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  • Heather ONeill !@hlrjo

  • http://isurvivedmycontentstrategy.com

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    Too Much Text

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    Too Much Text

    No One Cares

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    Too Much Text

    No One Cares Side to Side Navigation?!

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    Too Much Text

    No One Cares Side to Side Navigation?!

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  • Why should you care?

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  • 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/

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    Caveats, Provisos, & Quid Pro Quos

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    I am not a Content Strategist

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    Content Strategy encompasses more than I will discuss today

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    Hire a real Content Strategist for best results

  • The Survival Guide Survival Tactic 1: Back Away Survival Tactic 2: Stay on the TrailSurvival Tactic 3: Test for Safety

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  • Who Cares?

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    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."

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  • Survival Skill Mastered:

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    Focus

  • The Elevator Pitch

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  • Core Message

    Above the Fold helps software companies improve the design &

    experience of their web and mobile applications.

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  • Core Message

    Above the Fold solves users problems through design.

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  • Core Message

    Above the Fold solves users problems through design.

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  • Get down to the essence of what

    people need to know about you.

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  • Survival Skill Mastered:

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    FocusClarity

  • Speak the Language

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    Voice & Tone Table

    https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice

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    ATFs 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

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  • Survival Skill Mastered:

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    FocusClarityEmpathy

    Message Hierarchy

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  • Tell Your Story

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    Why are customers coming to ATF? Be impressed Establish/confirm skills & expertise See past work Get in touch

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    Something about making a good first impression.

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    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.

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  • Survival Skill Mastered:

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    FocusClarityEmpathy

    Storytelling

  • Iterate, Iterate, Iterate

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    Since 2004 weve 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.

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    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.

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    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.

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  • Survival Skill Mastered:

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    FocusClarityEmpathy

    StorytellingPrecision

  • Say More with Less

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  • While it is a myth that users dont read on the

    internet, theyll appreciate your brevity and speak up

    if they want more.

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  • Survival Skill Mastered:

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    FocusClarityEmpathy

    StorytellingPrecisionBrevity

    Site Content

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  • Do They Get It?(At-A-Glance)

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  • Conduct a 5 second test for initial impressions.

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    User experience design, but it was

    hard to read.

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    Clean layout Quirky

    Fun

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    Wasnt sure if it was sales or marketing.

    Seemed to be about relationship management

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    Clear Concise

    A little boring

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    Having stronger, more relationships with customers. Liked the visual.

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    Informal Cute Fun

  • A 5-second test can tell you if your

    content is effective, at a glance.

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  • Survival Skill Mastered:

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    FocusClarityEmpathy

    StorytellingPrecisionBrevity

    Impact

  • Which is Better?

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  • Carbonite Split Test

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    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 youre on your computer all day you need constant, automatic backup for your files.

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    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

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    FocusClarityEmpathy

    StorytellingPrecisionBrevity

    ImpactAppropriateness

  • Do They Get It?(In-Depth Content)

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  • Follow up Questions:- Summarize the article.- What are the 7 symptoms?- Describe the conditions in which each of

    these symptoms may be a problem.

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  • Conduct in-depth content tests to ensure users comprehend the

    information you are sharing.

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  • Survival Skill Mastered:

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    FocusClarityEmpathy