Transcript
Page 1: Getting the content right: how we succeed together at Confab for Nonprofits

GETTING THE CONTENT RIGHT: HOW CLIENTS & CONSULTANTS SUCCEED TOGETHER

Margot Bloomstein

@mbloomstein

Michael Hallinan

@rmhallinan

Confab for Nonprofits

June 16, 2014

#ConfabNP

Page 2: Getting the content right: how we succeed together at Confab for Nonprofits

Ship tossed on rough seas;

this could be you. Client, or

content strategist, at the

mercy of the waves!

The Gust, or A Ship in High Seas Caught by a Squall

Willem van de Velde, 1707

Page 3: Getting the content right: how we succeed together at Confab for Nonprofits

Ray of Angel light from

heaven!

And that’s where our story

begins

Page 4: Getting the content right: how we succeed together at Confab for Nonprofits

Suddenly,

there was a ray

of light, sent

from heaven…

The Storm on the Sea of Galilee,

Rembrandt, 1633

Page 5: Getting the content right: how we succeed together at Confab for Nonprofits

…and to people who care about

content in UX:

• inconsistency and abandoned campaigns

• content and campaigns cannibalizing

budgets

• “we want everything!”

• decisions keep changing, affecting the

scope and timeline A French Ship and Barbary Pirates,

Aert Anthonisz, 1615

Page 6: Getting the content right: how we succeed together at Confab for Nonprofits

A French Ship and Barbary Pirates,

Aert Anthonisz, 1615

This isn’t sustainable for

anyone:

we abandon campaigns,

shift priorities,

blow out the timeline, and

cannibalize our budgets.

Page 7: Getting the content right: how we succeed together at Confab for Nonprofits

You know the story.

Page 8: Getting the content right: how we succeed together at Confab for Nonprofits

At the mercy

of the waves…

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We needed a better way.

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Our rudder:

the message

architecture gave

us a POV to help

us steer into

changing winds

We offer reliable patient care with empowering

guidance and support thanks to both efficient

internal systems and deep roots in the

community—strengths that enable us to shape

the industry.

TCH offers reliable, empowering clinical patient

care.

• Professional and focused

• Comprehensive and diverse in staff and

services

• Approachable and accessible

Internal delivery mechanisms allow TCH to scale

and operate like a well-oiled machine, offering

appropriate skills, staff, and services—but still

offer the sensitivity and relevance of a premium,

community-based healthcare partner.

• Large enough to be efficient but small enough

to be welcoming

• Detail oriented and tactically smart;

systematized but customer-oriented

TCH is an industry-driving thought leader.

• Visionary and pioneering in hospice services,

palliative care, and patient and caregiver

support

• Innovative and technically savvy

Page 11: Getting the content right: how we succeed together at Confab for Nonprofits

I hear what you’re saying.

These are the goals we’re all

working to accomplish.

Remember, we agreed on

this strategy and direction.

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Page 13: Getting the content right: how we succeed together at Confab for Nonprofits

Content audit

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Content audit

What do we need?

Page 15: Getting the content right: how we succeed together at Confab for Nonprofits

Content audit

What do we have?

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Content audit

Is it current? relevant?

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Content audit

Is it appropriate for our goals?

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Content audit

Q: How do we pace for emotion?

Page 19: Getting the content right: how we succeed together at Confab for Nonprofits

Content audit

A: see our content model

Page 20: Getting the content right: how we succeed together at Confab for Nonprofits

Visual & verbal

emotional hook 1

Service response 2

What to expect 3

Call to action 3

Abstract anxiety

Concrete action

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Content first,

to drive content

types and their

hierarchy

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We righted the ship.

Our message is consistent,

content types are sustainable,

we didn’t waste budget or

effort chasing the wind, and

content and design anticipate

the future.

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Why is this important?

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Content is time travel:

Moves audience from one place,

belief, habit to another

Persuasion of professional

communicators

CONTENT IS TIME TRAVEL

Page 25: Getting the content right: how we succeed together at Confab for Nonprofits

© 2014 Treasure Coast Hospice and Appropriate, Inc.

THANK YOU

Margot Bloomstein

@mbloomstein

[email protected]

Michael Hallinan

@rmhallinan

[email protected]

MORE:

slideshare.net/mbloomstein

amzn.to/CSatWork


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