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7/31/2019 Elizabeth McGuane: Content for Change
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C o n t e n tf o r c h a n g e
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content strategy
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Well get to that.
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Thisis yourorganisation
Image: Tang Yau Hoong
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Communications=what we see above the line
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C o n t e n taffects the entireorganisation
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Why?
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Its your people
Photo: Greg Peverill-Conti
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http://www.flickr.com/people/gregpc/http://www.flickr.com/people/gregpc/7/31/2019 Elizabeth McGuane: Content for Change
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Its your processes
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Its your audience
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Its everythingwe see about your story
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This thing calledcontent strategy?
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...anything that conveys meaningfulinformation to humans is called content.
but ...[organisations] with hundreds
or thousands of pieces of online content needsomeone who can stand back and figure out
what all that content should communicate.
- Erin Kissane
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CS is aboutall of the mess
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And its all
getting messier
all the time
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But thats only onehalf of the mess
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The rest of themess
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People are messy
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This guy again.
Photo: Greg Peverill-Conti
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And what he does.
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Context is king.
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Your best stories
depend onyour organisation
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The behind-the-scenes
contexts matter most too
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OK, back to these guys
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People want stories.
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Its how to get them to listen -
and keep listening - thatshard
If your idea ends with andthen we drive traffic to it,
youve failed.Whatconsumesme.com
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But we
fearl o s i n g
control
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In reality,
c o n t r o lisnt ours
to lose
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Of course,
thats notquite true
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what you can do
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Communicationtravels two ways
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First, you
need tounderstand
user context
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We all makeassumptions
Assumptions about reader context - however
well researched - will never be perfect.
- Erin Kissane
Quit thinking you can just guess what subset of
content a mobile user wants. Youre going
to guess wrong.
- Karen McGrane
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Dont assume.
Listen instead.
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things to listen
to
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activism &
audience
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All content is inertuntil it is useful
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What inspiresimagination?
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These
aregame-changing
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C h a n g e
b e y o n d
campaigns
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Managing this
much contenttakes planning
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So real change means
organisationalchange
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Anecdotage
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A story about
letting go ofcommand + controlThere's a lot of worry about the lack of control
- what happens when you let things go live.People worry about giving their marketing
teams license to speak for the brand.
- Shelley Gregory-Jones
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How they got there
Empowered by a rebrand - It gave usleverage
Subject-matter content audit - todetermine quality and match content to
audience
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With our science content, I thought 'oh, that
content is fine, I dont have to worry about it'
but the audit and analytics showed otherwise.
There were instances of our message across
the site but no one concise message
anywhere.
- Jo Kerr
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To redo the science content, I brought in an
audiologist, had him sit down and said "Explainit to me like I'm doing my GCSEs".
- Jo Kerr
Expert use of
experts
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Why it worked
Ownership and empowerment
We were told it had to be good -but had to define for ourselves whatgood was
Set up analytics goals themselves,got a bit obsessed
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It's all about being smarter with the resourcesyou have.
And you need to hire people for whom
content is their "thing". Otherwise it won'twork.
- Jo Kerr
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"We have freedom, we have to use it to best
effect - it's all a bit frightening, how do we
know we're doing the right thing? But if you
make even one thing better and everythingelse stays the same, it's worth the effort."
- Jo Kerr
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U s i n gt h e t o o l s
you have
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What we
recommend
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Non stop strategy
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1
2
3
4 CONTENT
AND
EDITOR
IAL
STRATE
GY
Auditing
Planning
Delivery
Measurement
Non-stop strategy
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Audits
The unavoidable first (and never-ending) step
It will debunk the deepest beliefs
you have about your website
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Testing
Do this as lightly as you have to or asthoroughly as you can
Use testing to define your users - anddevelop personas, if you like
Try to set personas for each
organisational area so you havesomething external to measure
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Measurement
Get to know Google Analytics - orwhatever tool you use
But remember, its not really aboutthe numbers
Its the insights they reveal
And above all, the changes youmake as a result
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Editorial calendars
People will not just come and tellyou what their plans are
Everyone thinks their content is toppriority
If you dont have a plan, you cant
show them where they fit in thehierarchy of needs
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Conversations
Still using social media just for PR?People can tell
Use it to talk directly people, to findout where & how theyre talking to
each other
Be willing to take risks
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Think beyond web
Your story is not just happening onthe web, or on mobile or tablet
Get data from outlets if you havethem, from people who post in
donations, from forums
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What all that means
Figure out what you have
RewriteListen to your audience
Talk to your audience
Analyse their responses
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Theres a lot more
to say.
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Please ask.
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with thanks toJo Kerr, Owen Booth &
Shelley Gregory-Jones
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A b o u t
Me : E l i z a b e t h Mc G u a ne
Content strategy: LBi.co.uk
Writing: mappedblog.com
T w i t t e r : @ e m c g u a n e