content strategy by stealth (how to improve content when people, politics and process are against...
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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.TRANSCRIPT
Content strategy by stealth: How to improve content when people, politics and process are against you
@catherinetoole
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“Biggest challenge? People just don’t get what it is…”
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What makes Frankencontent?
Source: State of Digital Copywriting Survey 2013 © Sticky Content Ltd www.stickycontent.com/survey
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1. Win hearts and minds
I destroy my enemies when I make them my friends.
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2. Know your stuff
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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
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3. Speak their language
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© 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
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Ways to show you care
●Stakeholder interviews and involvement at all levels
●Understand pain points
●Create realistic, practical, usable processes
●Share success
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4. Make it easy to support you
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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.’
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5. Collect and circulate proof points
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• 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
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Website goes from 4th to top spot for the term ‘life insurance’
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• Natural traffic to page has tripled. • Lowest bounce rate of 10 most-visited pages on
the site. • Goal conversion doubled.
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‘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
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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.
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6. FEARS (and peers)
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