It’s not the content, it’s you | Catherine Toole | Sticky Content | Festival of Marketing
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It’s not the content, it’s you. www.stickycontent.com/fom @StickyContent @catherinetoole @Econsultancy
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Think you’ve got content problems? Chances are, they’re actually people problems. You can devise the cleverest content strategies known to man but if your colleagues and bosses won’t buy into them, they’ll remain lost forever in PowerPoint. Come and learn the persuasion techniques used by content strategists around the world to overcome organisational inertia and: - create internal content advocacy - build a culture for content - win hearts and minds, budget and buy-in for improved content marketing - stop senior management interfering with content quality View Econsultancy’s content strategy trainer and chairman of Sticky Content's (now part of the Press Association) presentation on how to deal with the people mostly likely to mess up your content.
Transcript of It’s not the content, it’s you | Catherine Toole | Sticky Content | Festival of Marketing
It’s not the content, it’s you.
www.stickycontent.com/fom
@StickyContent
@catherinetoole
@Econsultancy
Sticky Content does this…
…with these people
From Content Strategy for the Web by
Kristina Halvorson & Melissa Rach
‘ ‘
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
‘ ‘
The content strategy quad
Core
strategy
Substance
Structure
Workflow
Governance
People
components
© Brain Traffic 2011
Content
components
“Supplying content is not a priority for
people, not our culture”
“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 produce content on demand“
“People ignore our guidelines“
“We can’t seem to communicate the
ROI of better content”
“We create content for print first”
“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 categorised
“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”
“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 create content for print first”
Get your DUQS in a row
D ictate
www.stickycontent.com
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U pskill
Invest in an education programme
• workshops
• lunch & learn
• guest speakers
• boast posts
• event summaries
• competitive audits
• bring & share sessions
• training
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?
Q uantify
Recognise real engagement
Bring in the brainiacs
Quantify your savings
Know the I of your ROI
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
Gather every proof point
• +32% conversion rate
• 4% increase in conversion from mobile site
• Reduced call time (1 second = > 10k per year)
• Faster booking time
• 5.5% increase in NPS (Customer sat) score
• Potential worth about 8M per year post migration
S ell it in
1 2 3 4 5 6
Make focs and influence people
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.
‘Mere hours after I made my quick-
and-dirty changes, we rolled out the
new version of the content module.
The result? Net traffic to this area of
the page rose 56%. Which is to say,
six million more people found friends,
invited friends, and tried Facebook
Mobile every week, purely as a result
of those tiny improvements...’
Case study courtesy of www.contentverve.com
Control: Insights and experience from 4 years of research and over 350 A/B tests distilled into one 26-page free ebook Treatment: Read the book in just 25 minutes and get Insights from 4 years of research and over 350 A/B tests
+ 24%
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Copyright Brad Blake, Hill Holliday, 2011
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Copyright Brad Blake, Hill Holliday, 2011
32
Copyright Brad Blake, Hill Holliday, 2011
33
Copyright Brad Blake, Hill Holliday, 2011
34
Copyright Brad Blake, Hill Holliday, 2011
35
http://blog.orourkehospitality.com/2010/01/new-media-transformed-the-obama-campaign-can-it-transform-your-hotel/
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DUQS in brief
Dictate: win trust & editorial power
Upskill: teach & seek other evangelists
Quantify the value of content
Sell it in: encourage a culture in which
content thrives
For a free copy of our ebook ‘40 clever ways to build
your business case for content’ visit:
www.stickycontent.com/fom
Complete our State of digital content survey to win a
Sticky Content audit
+44 (0) 207 963 7070
@StickyContent
@catherinetoole
@Econsultancy
