14. ‘...anything that conveys meaningful
information to humans is called “content.”
‘but ...[organisations] with hundreds
or thousands of pieces of online content need
someone who can stand back and figure out
what all that content should communicate.’
- Erin Kissane
Sunday, 13 May 2012
15. CS is about
all of the mess
Sunday, 13 May 2012
16. And it’s all
getting messier
all the time
Sunday, 13 May 2012
28. It’s how to get them to listen -
and keep listening - that’s
hard
“If your idea ends with “and
then we drive traffic to it,”
you’ve failed.”
Whatconsumesme.com
Sunday, 13 May 2012
29. But we
fear
losing
control
Sunday, 13 May 2012
30. In reality,
control
isn’t ours
to lose
Sunday, 13 May 2012
37. Assumptions about reader context - however
well researched - will never be perfect.
- Erin Kissane
We all make
assumptions
Quit thinking you can just guess what subset of
content a “mobile user” wants. You’re going
to guess wrong.
- Karen McGrane
Sunday, 13 May 2012
56. A story about
letting go of
command + control
‘There'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
Sunday, 13 May 2012
62. How they got there
•Empowered by a rebrand - ‘It gave us
leverage’
•Subject-matter content audit - to
determine quality and match content to
audience
Sunday, 13 May 2012
63. ‘With our science content, I thought 'oh, that
content is fine, I don’t 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
Sunday, 13 May 2012
64. Expert use of
experts
‘To redo the science content, I brought in an
audiologist, had him sit down and said "Explain
it to me like I'm doing my GCSEs". ’
- Jo Kerr
Sunday, 13 May 2012
65. Why it worked
•Ownership and empowerment
•‘We were told it had to be ‘good’ -
but had to define for ourselves what
‘good’ was
•Set up analytics goals themselves,
got ‘a bit obsessed’
Sunday, 13 May 2012
66. ‘It's all about being smarter with the resources
you have.
‘And you need to hire people for whom
content is their "thing". Otherwise it won't
work.’
- Jo Kerr
Sunday, 13 May 2012
67. "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 everything
else stays the same, it's worth the effort."’
- Jo Kerr
Sunday, 13 May 2012
70. Non-stop strategy
Auditing
1
NT
CO NTE 2 Planning
Measurement 4
AND AL
RI
ITO GY
ED
ATE
STR
3 Delivery
Sunday, 13 May 2012
71. Audits
•The unavoidable first (and never-
ending) step
•It will debunk the deepest beliefs
you have about your website
Sunday, 13 May 2012
72. Testing
•Do this as lightly as you have to or as
thoroughly as you can
•Use testing to define your users - and
develop personas, if you like
•Try to set personas for each
organisational area so you have
something external to measure
Sunday, 13 May 2012
73. Measurement
•Get to know Google Analytics - or
whatever tool you use
•But remember, it’s not really about
the numbers
•It’s the insights they reveal
•And above all, the changes you
make as a result
Sunday, 13 May 2012
74. Editorial calendars
•People will not just come and tell
you what their plans are
•Everyone thinks their content is top
priority
•If you don’t have a plan, you can’t
show them where they fit in the
hierarchy of needs
Sunday, 13 May 2012
75. Conversations
•Still using social media just for PR?
People can tell
•Use it to talk directly people, to find
out where & how they’re talking to
each other
•Be willing to take risks
Sunday, 13 May 2012
76. Think beyond web
•Your story is not just happening on
the web, or on mobile or tablet
•Get data from outlets if you have
them, from people who post in
donations, from forums
Sunday, 13 May 2012
77. What all that means
•Figure out what you have
•Rewrite
•Listen to your audience
•Talk to your audience
•Analyse their responses
Sunday, 13 May 2012