content as connection
TRANSCRIPT
Content as Connection
Hilary Marsh Content Company
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Content producer
Content
Content consumer
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Our organizations are in the content business
We create content all day, but don’t know it
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2015 2015 2016 2016 2016 2016 2017 2017 2017 2017
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2014 2015 2016 2017
U.S. EconomyAnnual Growth RateReal GDP 2.0 1.4 1.1 2.3 2.4 2.2 2.1 2.1 2.1 2.0 2.4 2.4 1.9 2.2Nonfarm Payroll Employment 1.9 2.0 1.9 1.3 1.3 1.1 1.0 0.9 0.7 0.7 1.9 2.1 1.6 1.8Consumer Prices 1.4 0.8 -0.3 2.5 3.2 2.8 2.7 2.5 2.5 2.8 1.6 0.1 1.4 2.7Consumer Confidence 98 96 96 95 102 98 98 100 106 105 87 98 99 102
PercentUnemployment 5.2 5.0 4.9 4.9 4.9 4.8 4.8 4.7 4.7 4.6 6.2 5.3 4.9 4.7
Interest Rates, PercentFed Funds Rate 0.1 0.2 0.4 0.4 0.4 0.4 0.6 0.7 0.9 0.9 0.1 0.1 0.4 0.83-Month T-Bill Rate 0.0 0.1 0.3 0.3 0.3 0.4 0.6 0.8 1.0 1.1 0.0 0.1 0.3 0.9Prime Rate 3.3 3.3 3.5 3.5 3.5 3.5 3.5 3.8 3.8 4.0 3.3 3.3 3.5 3.8Corporate Aaa Bond Yield 4.1 4.0 3.9 3.6 3.4 3.5 3.7 3.9 4.1 4.3 4.2 3.9 3.6 4.010-Year Government Bond 2.2 2.2 1.9 1.8 1.7 1.8 2.0 2.2 2.4 2.6 2.5 2.1 1.8 2.330-Year Government Bond 3.0 3.0 2.7 2.6 2.4 2.5 2.7 2.9 3.1 3.3 3.3 2.8 2.5 3.0
Mortgage Rates, percent30-Year Fixed Rate 4.0 3.9 3.7 3.6 3.6 3.7 3.8 4.0 4.2 4.4 4.2 3.9 3.7 4.15/1-Year Hyrbrid Adjustable 2.9 3.0 2.9 2.8 2.8 2.9 3.0 3.0 3.1 3.2 3.0 2.9 2.9 3.1
Housing IndicatorsThousandsExisting Home Sales* 5403 5200 5300 5503 5556 5388 5404 5636 5593 5497 4940 5250 5437 5533New Single-Family Sales 487 508 529 579 540 564 587 615 595 623 437 501 545 604Housing Starts 1156 1135 1151 1160 1264 1284 1255 1246 1314 1350 1003 1112 1214 1291Single-Family Units 745 755 790 762 842 838 858 848 900 908 648 715 808 879Multifamily Units 411 380 361 397 422 445 397 397 414 441 355 397 407 413
Percent Change -- Year AgoExisting Home Sales 8.2 2.3 5.0 4.2 2.8 3.6 2.0 2.4 0.7 2.0 -2.9 6.3 3.6 1.8New Single-Family Sales 10.9 7.9 1.6 17.4 11.0 11.0 10.9 6.3 10.2 10.5 1.9 14.6 8.8 10.8Housing Starts 13.0 7.4 16.8 0.3 9.3 13.2 9.0 7.4 4.0 5.1 8.5 10.8 9.2 6.3Single-Family Units 14.6 8.0 22.9 7.6 13.1 11.0 8.6 11.2 6.9 8.4 4.9 10.3 13.0 8.8Multifamily Units 10.3 6.3 5.2 -11.2 2.6 17.2 10.0 -0.1 -1.9 -0.9 15.7 11.8 2.5 1.5
Median Home PricesThousands of DollarsExisting Home Prices 227.3 220.8 215.8 239.2 238.2 230.4 223.7 247.1 245.5 237.3 208.3 222.4 231.1 238.6New Home Prices 301.3 304.9 304.6 305.2 305.2 300.9 312.1 314.9 297.4 308.4 282.8 296.4 309.5 317.5
Percent Change -- Year AgoExisting Home Prices 5.1 6.3 6.1 4.9 4.8 4.4 3.7 3.3 3.1 3.0 5.7 6.8 3.9 3.2New Home Prices 8.4 1.2 3.9 5.3 1.3 -1.3 2.5 3.2 -2.6 2.5 5.2 4.8 4.4 2.6
Housing Affordability Index 159 166 172 164 165 169 173 154 152 155 166 164 167 159
Quarterly figures are seasonally adjusted annual rates* Existing home sales of single-family homes and condo/coops; ** billion dollars
U.S. Economic Outlook: August 2016Annual
History Forecast History Forecast
Content is the way our work is manifested in the world
Put another way,
Content is the way our organizations connect with our audiences
What does our audience want that we offer?
The consumer owns the process!
Are we delivering it so its value is obvious?
How to make our content better?
Connect with your audience.
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It’s never “everyone”
What do they watch on TV? What keeps them up at night? What do they do for fun?
Make sure your content shows that
you know them
Facts Emotion/Package/Context Voice and tone
Power external connection with internal connection
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Old thinking
Staff department
Content
Audience
Staff department
Content
Audience
Staff department
Content
Audience
Staff department
Content
Audience
Organization: Programs, offerings
Audience
Content
Audience Audience Audience
New thinking
Your content is an ecosystem
Advocacy effort
Course
Product
Magazine article
E-newsletter item
Webinar
Infographic
Event session
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Topic
Website
E-newsletter
Publications
Conferences
Blogs
Community
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Your org
How to do this • Complementary skillsets • Context • Trust • Collaboration • Editorial calendar
You can create positive change
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It doesn’t have to be difficult
“Businesses are just a bunch of humans working together.”
—Adam Menter, Learning Strategist, Autodesk (from Liminal Thinking by Dave Gray)
Breathe.
Listen.
Understand.
#WOCinTechChat
Powerful phrase #1: You’re right
Add perspective.
Changing stories can change reality
Help them succeed.
h"p://www.success.com/ar>cle/if-you-want-to-win-help-others-win-first
Powerful phrase #2: Let me show you how
Learn Remember Do
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Redefine success
Invite experimentation
Content strategy is an HR issue
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Thank you @hilarymarsh