i’m sorry i haven’t a clue
TRANSCRIPT
I’m sorry I haven’t a clue...
Clever ways to get more from
colleagues who don’t get content A speech by Catherine Toole
@catherinetoole
@stickycontent
#B2BConf
…with these people Sticky Content does this…
You can redesign a home page. You can
buy a new CMS. But unless you treat your
content with strategic consideration,
you can’t fix your website. It’s a pain
point everyone shares and content
strategy offers relief.
From Content Strategy for the Web by
Kristina Halvorson & Melissa Rach
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The Content Strategy quad
People
components
© Brain Traffic 2011
Content
components Core
strategy
“Supplying content is not a priority for people, not our culture”
“Content is an afterthought”
“There is huge resistance to change – We’ve always done it this way”
“Resource (it’s no one’s job)”
“We haven’t really defined our key audiences”
“Politics: people want control of their content”
“We can’t get senior buy-in”
“We do content on demand“
“People ignore our guidelines“
“We can’t seem to communicate the ROI of better content”
“We’ve got a print-first mentality”
“There’s pressure to generate immediate leads“
“They want to push messages the users aren’t interested in”
“Stakeholders make changes to
content which makes it crap”
Pain points
Pain points
“We can’t get senior buy-in”
“We do content on demand“
“People ignore our guidelines“
“We can’t seem to communicate the ROI of better content”
“There’s pressure to generate immediate leads“
“They want to push messages the users aren’t interested in”
“Stakeholders make changes to content which makes it crap”
“Supplying content is not a priority for people, not our culture”
“Content is an afterthought”
“There is huge resistance to change – We’ve always done it this way”
“Resource (it’s no one’s job)”
“Politics: people want control of their content”
“We haven’t really defined our key audiences”
“We’ve got a print-first mentality”
Publishing thrives on a hierarchical structure – what the most senior editor says goes. Create great content and they hold the front page: disappoint and you’re cut, no argument.
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©PA Images
What we often do in digital is publish within the corporate structure. So what the most senior stakeholder says goes. Even if they’ve the editorial ability of a sock puppet. It’s doomed.
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©PA Images
1. Go boffin ©PA Images
Do you know the ‘I’ of your ROI?
Count the costs
A Harvard Business School survey revealed
that if you lower the effort a customer
has to make to get help, 83 per cent will
increase their spend with you.
Show the savings
Autoglass
Ensure you educate people in what true
love really looks like. A is easy.
Prospects who kneejerk-share stuff they’ve
barely read, without adding commentary,
are not necessarily that into you.
Pop the right question
Dr R.I. Singh of the University of Alberta
found that when people read complex
information on an iPhone-sized screen, their
comprehension levels drop to 48 per cent
of their desktop scores.
Bring in the brainiacs
A significant content cost that often gets
overlooked is maintenance.
How much is it costing you to keep your
content current, correct, compliant and
not embarrassingly out-of-date?
Keep it evergreen
What’s the cost of doing nothing?
According to HubSpot, companies with
101-200 pages of content generate
2.5 times more leads than those with
50 or fewer.
©PA Images
2. Shout about it ©PA Images
Take a tip from one of our clients
and circulate a weekly ‘boast post’ to
keep everyone up to speed on your
latest content successes.
Show off
Demand trial by combat
Credit: www://gameofthrones.wikia.com/wiki/Title_sequence
+ 24%
3. Get competitive ©PA Images
“Employees who report receiving recognition and praise within the last seven days show increased productivity, get higher scores from customers and have better safety records. They're just more engaged at work.”
Compete internally…
Tom Rath,
Strengthsfinder 2.0
…compete externally
4. Lead by example
©PA Images
“The one exclusive sign of thorough knowledge is the power to teach” Aristotle
Those who can, teach
There might be a language barrier between
you and senior management. You say ‘copy
optimisation’, they think ‘new photocopier’.
Mock it up
Show, don’t tell
5. Let everyone in on it
©PA Images
Seek out content influencers.
Somewhere in that crowded canteen are
people who blog, tweet, pin and post –
but not necessarily about work.
Seriously, you’re Guido Fawkes?
Reduce, re-use, recycle
“I’m not creative”
“I’m too busy for this”
Everyone can amplify
Ideas are your currency
©PA Images
Embrace risk
@catherinetoole
@stickycontent
#B2BConf
Want more help building your business
case for content?
Come and see us at stand 5 to receive our
free, exclusive ebook
Contact us: [email protected]
Visit www.stickycontent.com