The Emergency Content Strategy Survival Kit – Heather O'Neill

http://isurvivedmycontentstrategy.com

CONFIDENTIAL - DO NOT DISTRIBUTE

Too Much Text

Too Much Text
No One Cares

Too Much Text
No One Cares
Side to Side Navigation?!

Why should you care?

Nothing says more
about what you think
of your users than
error messages.
Scott Berkun
http://scottberkun.com/essays/10-the-web-shouldnt-be-a-comedy-of-errors/

Caveats, Provisos,
& Quid Pro Quos

I am not a Content Strategist

Content Strategy encompasses
more than I will discuss today

Hire a real Content Strategist
for best results

The Survival Guide
Survival Tactic 1: Back Away
Survival Tactic 2: Stay on the Trail
Survival Tactic 3: Test for Safety

“Who Cares?”

High Level Goal:
•  Increase Product Success (exposure, sales)
•  Increase Team Productivity (reduce costs,
speed up delivery)
•  Beat the Competition (increase market share)
•  Keep CEO and Other Execs Happy

It is better to design for
one real person – even if
they're not the right
person – than to design
for "everyone."

Survival Skill Mastered:
Focus

“The Elevator Pitch”

Core Message

Above the Fold helps software
companies improve the design &
experience of their web and
mobile applications.


Core Message

Above the Fold solves users’
problems through design.


Get down to the
essence of what
people need to know
about you.

Focus
Clarity

“Speak the Language”

Voice & Tone Table

https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice

ATF’s Table

If we want users to like our
software we should design
it to behave like a likeable
person: respectful,
generous and helpful.
Alan Cooper

Focus
Clarity
Empathy
Message
Hierarchy

“Tell Your Story”

Why are customers coming to ATF?
•  Be impressed
•  Establish/conﬁrm skills & expertise
•  See past work
•  Get in touch

Something about making a
good ﬁrst impression.

Something about making a
good ﬁrst impression.
…make your users love it
immediately and think about it
later and tell their friends, maybe

Just get the ideas out
there on paper. Once
you know the story,
you can reﬁne it.

Focus
Clarity
Empathy
Storytelling

“Iterate, Iterate, Iterate”

Since 2004 we’ve been the ﬁrst choice for companies such
as TomTom and Carbonite. Our focus on relationships
makes us more than just a vendor – we become an
extension of your existing team.

Our company stands for excellence in design, making us
the first choice for companies like TomTom and Carbonite.
Not only do we have high standards for the people we hire,
but for taking care of you and your customers.

Since 2004, we have focused on monetizing the user
experience, and helping your business do the same.
Our company stands for excellence in design, making us
the first choice for companies like TomTom and Carbonite.

Once you know your
story, tell it over and over
until it sounds right.

Focus
Clarity
Empathy
Storytelling
Precision

“Say More with Less”

While it is a myth that
users don’t read on the
internet, they’ll appreciate
your brevity and speak up
if they want more.

Focus
Clarity
Empathy
Storytelling
Precision
Brevity
Site Content

“Do They Get It?”
(At-A-Glance)

Conduct a 5 second test for initial
impressions.

User experience
design, but it was
hard to read.

Clean layout
Quirky
Fun

Wasn’t sure if it was
sales or marketing.
Seemed to be about
relationship management

Clear
Concise
A little boring

Having stronger,
more relationships
with customers.
Liked the visual.

Informal
Cute
Fun

A 5-second test can
tell you if your
content is effective,
at a glance.

Focus
Clarity
Empathy
Storytelling
Precision
Brevity
Impact

“Which is Better?”

Carbonite Split Test
Original Content
The Better Backup
Plan
Just install Carbonite and
it starts backing up your
ﬁles - automatically and in
the background.
Updated Content
Back up today and
rest easy
When you’re on your
computer all day you
need constant, automatic
backup for your ﬁles.

Carbonite Split Test
Original Content Updated Content
25% increase
in sign-ups
Sad times.

Whether a whole new
design or just the wording
of one button, an A/B test
allows post-launch
iterations for continued
improvement.

Focus
Clarity
Empathy
Storytelling
Precision
Brevity
Impact
Appropriateness

“Do They Get It?”
(In-Depth Content)

Follow up Questions:
-  Summarize the article.
-  What are the 7 symptoms?
-  Describe the conditions in which each of
these symptoms may be a problem.


Conduct in-depth
content tests to ensure
users comprehend the
information you are
sharing.

Focus
Clarity
Empathy
Storytelling
Precision
Brevity
Impact
Appropriateness
Resonance
Validation

Go for the MVP of
content, the way you
would for a new
feature set or app.

May 2011 – May 2012
14 Leads
~1.17 leads/month
18% qualiﬁed

May 2012 – August 2013
41 Leads
~2.73 leads/month
25% qualiﬁed

August 2013 – April 2014
46 Leads
~5.75 leads/month
54% qualiﬁed

Questions?

Excellent Content Strategists
•  Brain Traﬃc 
http://braintraﬃc.com/
•  Margot Bloomstein  
http://appropriateinc.com/
•  Aha Media Group 
http://www.ahamediagroup.com/
•  Sarah Wachter-Boettcher 
http://www.sarawb.com/


Articles & Slideshares
•  A Content Strategy RoadMap  
http://www.slideshare.net/khalvorson/a-
content-strategy-roadmap
•  Why You Need a Content Strategist 
http://boagworld.com/content-strategy/
content-strategist/
•  MailChimp’s Voice & Tone Guide 
http://voiceandtone.com/
•  7 Copywriting Tips 
http://www.copyblogger.com/scientiﬁc-
copywriting/


Thanks for attending!

Have more questions? Reach out:
heather.oneill@abovethefolddesign.com

@HLRJO
@abovethefold

The Emergency Content Strategy Survival Kit – Heather O'Neill

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