GETTING THE CONTENT RIGHT: HOW CLIENTS & CONSULTANTS SUCCEED TOGETHER

Margot Bloomstein

@mbloomstein

Michael Hallinan

@rmhallinan

Confab for Nonprofits

June 16, 2014

#ConfabNP

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

Ray of Angel light from

heaven!

And that’s where our story

begins

Suddenly,

there was a ray

of light, sent

from heaven…

The Storm on the Sea of Galilee,

Rembrandt, 1633

…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

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.

You know the story.

At the mercy

of the waves…

We needed a better way.

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

I hear what you’re saying.

These are the goals we’re all

working to accomplish.

Remember, we agreed on

this strategy and direction.

<image from cardsorting>

Content audit

Content audit

What do we need?

Content audit

What do we have?

Content audit

Is it current? relevant?

Content audit

Is it appropriate for our goals?

Content audit

Q: How do we pace for emotion?

Content audit

A: see our content model

Visual & verbal

emotional hook 1

Service response 2

What to expect 3

Call to action 3

Abstract anxiety

Concrete action

Content first,

to drive content

types and their

hierarchy

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.

Why is this important?

Content is time travel:

Moves audience from one place,

belief, habit to another

Persuasion of professional

communicators

CONTENT IS TIME TRAVEL

© 2014 Treasure Coast Hospice and Appropriate, Inc.

THANK YOU

Margot Bloomstein

@mbloomstein

margot@appropriateinc.com

Michael Hallinan

@rmhallinan

mhallinan@tchospice.org

MORE:

slideshare.net/mbloomstein

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