Content is the key reason anyone visits, engages with, shares, navigates through, reads, plays with and returns to your digital offering. Learn why it is so important to get content right, plus tips for setting up a super effective content strategy.
How to Be Famous in your Field just visit our Site
IXDA - Why content matters
1. Elle Geraghty
Content Strategy
0417 228 202
@ellengeraghty
elle@ellegeraghty.com
www.ellegeraghty.com
Why content matters
IXDA
Thursday 2 August 2018
2. Elle Geraghty
Content Strategy@ellengeraghty
Hello, I’m Elle :)
Radio producer
ABC radio
BA Comms
Project manager
Guide Dogs
Amnesty International
NSW Government
Content strategist
Art Gallery of NSW
Consumer Affairs Victoria
ASIC
IAG
Sydney University
City of Sydney
Australian Museum
Qantas
Atlassian
NSW Government
Virgin Mobile Australia
Foxtel
6. Elle Geraghty
Content Strategy@ellengeraghty
Digital = content
Instagram
photos
Webforms
and tools
Shoes on
retail site
Microcopy in
products
News article
Weather in
weather app
Instructions
on Gov
website
Video
Email
newsletter or
EDM
Help docs
Chat bot
responses/
logic
Google home
voice scape
What have I
forgotten?
Games
10. Elle Geraghty
Content Strategy@ellengeraghty
Content
production
1. Always have a content strategy
2. Always have content governance
3. Always have a content workflow
4. Start your content planning early
5. Start your content production early
6. Set aside budget for quality content
7. Content production takes 3 x longer
than you think it will
8. Unless you have been trained in that
field - hire experts
9. Start up skilling your team now
10.Measure your content
11. Elle Geraghty
Content Strategy@ellengeraghty
Content strategy is a practice with
the objective of planning, managing,
organising, and measuring digital
content that meets both the needs of
users and business.
This practice can be applied to websites, content ecosystems,
social media and more. It combines approaches from
strategic design, project management and design thinking.
www.ellegeraghty.com
12. Elle Geraghty
Content Strategy@ellengeraghty
Content
strategy
1. Be very clear on the business goals
supported by your digital properties
2. Align content objectives with insights
from user research and hence user
needs
• Key users
• Key user tasks
• information needs
3. Have a very clear messaging hierarchy
aligning with lifecycle stages
4. Have a clear vision for your content
ecosystem
5. Create content strategy principles
6. Measure your initiatives with a focus on
actionable insights
14. Elle Geraghty
Content Strategywww.ellegeraghty.com
Content practitioners include ….
PhotographersVideographersIllustrators Artists Content
designers
Content
writers
Longform
writers
Journalists
Analysts
Technical
writers
Sound
designers
Information
architects Directors Producers
Copywriters
Editors
Game
designers
Strategists
15. Elle Geraghty
Content Strategy@ellengeraghty
Risks
1. Lack of user confidence due to
duplication and innacuracies
2. Users choose a competitor
3. Significant costs without appropriate
results
4. Users miss deadlines
5. Users are confused
6. Users tells others how bad you are
7. Non compliance - legal implication
16. Elle Geraghty
Content Strategy@ellengeraghty
Benefits
1. Connection with constituents,
customers, users, people
2. Confident engagement
3. More prepared customers
4. Customers who are ready to buy
5. Users who trust your information and
change their behaviours as a result
6. Emotional bond
7. Sell more - not about bullshiting
20. Want to learn more?
Content strategy
in practise
• Thursday 6th Sept 2018
• Sydney CBD
• Full day workshop
Business coaching
and customised
solutions
• Flexible coaching
• At your office or video chat
• Min 4 sessions
www.ellegeraghty.com/training
21. Elle Geraghty
Content Strategy
0417 228 202
@ellengeraghty
elle@ellegeraghty.com
www.ellegeraghty.com
Why content matters
IXDA
Thursday 2 August 2018