4 steps from sadness til zen
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Berlin, 22. June 2013
Eirik Hafver Rønjum
4 steps -‐ from sadness to zen
Some kind of content strategy
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Apply for kindergarten
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What is a kindergarten?
Kindergarten is an educational activity designed for children under school age.
Kindergartens are approved according to guidelines in the law relating to kindergartens,
Act of 1 January 2006
Was ist ein Kindergarten?
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... the dark side of the web
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!Content strategy: "345 very important points!
By Boring Consulting!
SIDE 1 av 322 !
!The massive editorial guide "!By Tiger Woods Consulting!
SIDE 1 av 357 !
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Content strategy =
How to make the business deal with the content in a way that
actually works
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Step 1: AdmitYou´re doing stupid things -‐ but not because you´re stupid
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Here’s the deal. The moment you launch a website, you’re a publisher.
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Plan
Produce and publish
Maintain and improve
Delete
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– As soon as you’ve decided that your website needs a piece of content, prepare for how to create, improve, and delete it.Paraphrasing Kristina Halvorson
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– The theory was: buy the tool, train people to use it, and watch them go.
– If ever there was a disastrous non-strategy, it is distributed publishing.Gerry McGovern
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Step 2 -‐ Self-‐examina3on
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Kaos-‐bilde
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0
10000
20000
30000
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1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 169 175 181 187 193 199 205 211 217 223 229 235 241 247 253 259 265 271 277 283 289 295 301 307 313 319 325 331 337 343 349 355 361 367 373 379 385 391 397 403 409 415 421 427 433 439 445 451 457 463 469 475 481 487 493 499 505 511 517 523 529 535 541 547 553 559 565 571 577 583 589 595 601 607 613 619 625 631 637 643 649 655 661 667 673 679 685 691 697 703 709 715 721 727 733 739 745 751 757 763 769 775 781 787 793 799 805 811 817 823 829 835 841 847 853 859 865 871 877 883 889 895 901 907 913 919 925 931 937 943 949 955 961 967 973 979 985 991 997 1003100910151021102710331039104510511057106310691075108110871093109911051111111711231129113511411147115311591165117111771183118911951201120712131219122512311237124312491255126112671273127912851291129713031309131513211327133313391345135113571363136913751381138713931399140514111417142314291435144114471453145914651471147714831489149515011507151315191525153115371543154915551561156715731579158515911597160316091615162116271633163916451651165716631669167516811687169316991705171117171723172917351741174717531759176517711777178317891795180118071813181918251831183718431849185518611867187318791885189118971903190919151921192719331939194519511957196319691975198119871993199920052011201720232029203520412047205320592065207120772083208920952101210721132119212521312137214321492155216121672173217921852191219722032209221522212227223322392245225122572263226922752281228722932299
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Step 3 -‐ create value and show it
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✓The text is understandable
✓Scannable
✓Unique selling points
✓PrioriFzed
✓Has calls to acFon
Content quality
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– Hey Gordon, we need a website– Make sure it has lots of scannable content and bulleted lists, Bud!
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– This website idea of yours better make us a shitload of money, or I'm gonna tear your eyeballs out and I'm gonna suck your f***ing skull!
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Business goals
User tasks
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If the content doesn't support a business goal AND a user task, it is USELESS!
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Well written
Not well written
Irrelevant Relevant
Valuable
UselessVery useless
Useless
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Employees Time savedHours saved /
yearCost reduction
Human resources
2 15 % 570 175,500
Finance 2 3 % 114 35,100
Helpdesk 3 1 % 57 17,550
Management 50 1 % 950 292,500
Sum 520,650
Average salary 450,000
Work hours in a year 1,900
Average hourly wage 308
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✓87 % fewer pages
✓4 000 pages became 500 pages
✓Conversion rate up 100 %
✓Emails to customer support fell 35 %
✓User satisfaction increased
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✓Redesigned the frontpage for the most important user tasks
✓Deleted almost every piece of content that wasn’t relevant product information
✓The use of the Loan Calculator increased by 236 %
✓The traffic to important product and service information increased by 520 %
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Step 4 -‐ Become (a part of) the business
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Goals in a web project
• Fewer customer service calls
•More sales on the web
• Build the brand
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1. A better life for cancer patients and their families
2. Increase knowledge about
cancer and prevention
3. More inquiries online
4. Build The Cancer
Society's brand and reputation
1. Patients2. Relatives 4. The
population3. Working with
cancer
5. Resear-chers
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Concept?
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Concept direc3on #1
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DirecTon 1Statement:Almost all Norwegians meet cancer once in their life, and even though it may end well the experience is shocking. Therefore there is a great willingness to help, share and talk to people who feel the same.
Sugges?on:The Cancer Society is a channel for compassion. It's easy to find someone with similar experiences. No one needs to be alone.
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Direction #1:The community
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Concept direc3on #2
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DirecTon 2Statement:Users ask Google and not all the answers are to be trusted. What is the diagnosis? What are the chances to survive? What does the doctor say? How can I prevent ge]ng the same disease as my mother?
Sugges?on:Knowledge kills fear. The Cancer Society is a natural authority in the field. Here you get verified and understandable answers.
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Direction #2:The encyclopedia
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Concept direc3on #3
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DirecTon 3Statement:Health care can be large and bureaucraFc, but behind the staFsFcs, medical gowns and procedures you will find humans with commitment.
SuggesFon:Our website is not a faceless insFtuFon. The professionals appear with names and photos. And you are seen as a human being.
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Direction #3:A human touch
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!Content strategy: "345 very important points!
By Boring Consulting!
SIDE 1 av 322 !
!The massive editorial guide "!By Tiger Woods Consulting!
SIDE 1 av 357 !
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The encyclopedia
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✓Number of donations increased by 140 %
✓The number of calls to the Cancer line increased by 20 %
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A better life for cancer patients and their families?
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