Content Designedfor Your Audience

Laura Creekmore@lauracreekmore

http://slideshare.net/lauracreekmore

1Thursday, July 18, 13

No moreJUST

KNOWING

2Thursday, July 18, 13

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http://www.flickr.com/photos/sa_steve/

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http://www.flickr.com/photos/jurvetson/

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http://www.flickr.com/photos/scottfeldstein/

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http://www.flickr.com/photos/pamelav/

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Photo by http://www.flickr.com/photos/rhysasplundh/

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http://www.flickr.com/photos/joeshlabotnik/

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Photo by http://www.flickr.com/photos/aussiegall/

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Photo by http://www.flickr.com/photos/epsos/

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Photo by http://www.flickr.com/photos/mdpettitt/

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Photo by http://www.flickr.com/photos/gwp57//

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I want to know if people like me liked this product.

17Thursday, July 18, 13

I want to know if people like me liked this product.

I want to !nd out what my shipping options are.

17Thursday, July 18, 13

I want to know if people like me liked this product.

I want to !nd out what my shipping options are.

I need directions

17Thursday, July 18, 13

I want to know if people like me liked this product.

I want to !nd out what my shipping options are.

I need directionsto the restaurant.

17Thursday, July 18, 13

http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans18Thursday, July 18, 13

http://www.flickr.com/photos/deizans/

19Thursday, July 18, 13

http://www.flickr.com/photos/deizans/

19Thursday, July 18, 13

http://www.flickr.com/photos/deizans/

19Thursday, July 18, 13

http://www.flickr.com/photos/deizans/

19Thursday, July 18, 13

http://www.flickr.com/photos/deizans/

20Thursday, July 18, 13

http://www.flickr.com/photos/deizans/

20Thursday, July 18, 13

http://www.flickr.com/photos/deizans/

20Thursday, July 18, 13

http://www.flickr.com/photos/deizans/

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http://www.flickr.com/photos/rosenfeldmedia/23Thursday, July 18, 13

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http://www.flickr.com/photos/crystiancruz/25Thursday, July 18, 13

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http://www.flickr.com/photos/krcla/

27Thursday, July 18, 13

http://www.flickr.com/photos/shine3/28Thursday, July 18, 13

29Thursday, July 18, 13

30Thursday, July 18, 13

SurveysUsability Testing

Web Analytics

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32Thursday, July 18, 13

With thanks to Daniel Eizans33Thursday, July 18, 13

http://www.flickr.com/photos/inquiettudes/34Thursday, July 18, 13

http://www.flickr.com/photos/nnova/35Thursday, July 18, 13

http://www.flickr.com/photos/bayasaa/36Thursday, July 18, 13

With thanks to Daniel Eizans37Thursday, July 18, 13

38Thursday, July 18, 13

Audience Needs + Business Goals

Content

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•Channels•Messages•Edit Calendar•Content Templates•CMS Decisions

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•SEO•Accessibility•Readability•Suitability

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http://www.flickr.com/photos/tm_10001/

42Thursday, July 18, 13

How Will I Know?

http://www.flickr.com/photos/tm_10001/

42Thursday, July 18, 13

http://www.readability-score.com/

ReadingLevel Tests

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44Thursday, July 18, 13

I am going to the store today.

44Thursday, July 18, 13

I am going to the store today.

Store the going today I am to.

44Thursday, July 18, 13

When you feel chest pains, you need urgent medical attention. Please don't

wait to see if you feel better, or postpone going to the physician

because you don't want to be a bother. Your physician would much rather

check you out and send you home with a diagnosis of heartburn than have you

sit at home and die of a heart attack.

45Thursday, July 18, 13

What to do if you feel chest pains:Get urgent medical attention. Don't

wait to see if you feel better, or put off going to the doctor. Your health is

important to your doctor. Your doctor is the best person to see what is wrong.

Your life could be at stake!

46Thursday, July 18, 13

What to do if you feel chest pains:Get urgent medical attention. Don't

wait to see if you feel better, or put off going to the hospital. Your health is important to your physician. Your

physician is the best person to see what is wrong. Your life could be at stake!

47Thursday, July 18, 13

http://contentsmagazine.com/articles/the-audience-you-didn%E2%80%99t-know-you-had/

48Thursday, July 18, 13

http://plainlanguage.gov

http://centerforplainlanguage.org

49Thursday, July 18, 13

50Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyon

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake trout

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming which

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiing

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid Flaming

51Thursday, July 18, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid Flamingthe

51Thursday, July 18, 13

Usability and A/B Testing

52Thursday, July 18, 13

http://alistapart.com/article/testing-content

53Thursday, July 18, 13

http://www.flickr.com/photos/ben_grey/54Thursday, July 18, 13

Everyone talks to customers

55Thursday, July 18, 13

Personas are part of the team

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57Thursday, July 18, 13

Selling it

58Thursday, July 18, 13

http://www.flickr.com/photos/8906966@N02/

59Thursday, July 18, 13

http://workshop.creekcontent.com/july-2013

60Thursday, July 18, 13

@lauracreekmorehttp://slideshare.net/lauracreekmore

61Thursday, July 18, 13