getting a personality and measuring success
DESCRIPTION
Most companies have woken up to the fact that content is important in winning customers and keeping them happy. But what kind of content do customers want? Well it turns out that they want content that engages and helps them, as if it was written specially for them. But what happens if you have millions of pieces of content to look after? I’ll talk about some examples of how companies are successfully changing their content to reflect the personality they want to project. You’ll learn how to use the definition of a personality: “we want to be (more) warm/bold/friendly” to deliver better content, and, critically, how to measure success - keeping all your content aligned to your content goals. I’ll talk in detail about what can be measured and what can’t and show examples of these kind of metrics in action. By Andrew Bredenkamp.TRANSCRIPT
Creating a Corporate Personality
Measuring Success
How it’s going to be…
1. Content Strategy 2. Intelligent Content 3. Measuring Success
Content Strategy?
A Strategy about Content
Content Strategy?
Strategies about Content
Content Strategy?
“Content Strategy is in charge of the how…”
The most important questions for your content strategy to answer…
Why are we here?
Who are we writing for? What are we trying to say?
Target Audience ≈ Personas
Sam the Persona
Personal: College-age children Golfer Career-focussed
Which is better for a golfer?
The General Public
Over in the real world
Adults with less than moderate literacy
source: nationmaster.com
Canada 42.9%
Australia 44.8%
Switzerland 47.2%
United States 49.6%
United Kingdom 50.4%
Your Reader in Context
What Stage/State are they in?
You're ready to go. There's more to set up, but this is enough to get started.
Let's go play
More setup
( Source: Doug Kim, Microsoft)
Oops!
"You better think (think) think about what you're
trying to do to me" Aretha Franklin
Transactional Content
What is the reader trying to get done?
Intelligent Content?
Content that gets stuff done (for the target audience, at that moment in time)
Why do I do all this?
Engagement
Engaged readers
1. Spend more (yes, your content affects revenue)
2. Are happier 3. Are more forgiving 4. Tell their friends
So, how do I engage?
How we treat our customers
Brochure Glossy Slick Colorful Reader-friendly Sexy Compelling
Manual Plain Dull Black & White Confusing Dry Boring
From Kathy Sierra
Speak with one voice
Acrolinx – End Slide
Destroy. All. Robot. Language.
modify change perform do
purchase buy terminate end navigate go
image picture toggle switch obtain get
configure set up execute run resolve fix enable allow
halt stop value number
before after
More great words and examples at the Office Voice Home: http://officecpub/Resources/guidelines/O15voice
"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
Setting Standards
Your Style Guide Your Words & Phrases Your Tone-of-Voice / Personality
Measuring Success
Really?
You’ve got to accentuate the positive Eliminate the negative Latch on to the affirmative Don’t mess with Mister In-Between
Johnny Mercer
A Scorecard for your persona(lity)
Readability
Liveliness
Speak with one voice
Acrolinx – End Slide
5:15pm TODAY! WikiProject Medicine: Breaking Down Barriers to Save Lives Cascade / Sierra Ballroom Val Swisher, Founder & CEO, Content Rules, Inc.