Getting the content right: how we succeed together at Confab for Nonprofits
Post on 21-Apr-2017
GETTING THE CONTENT RIGHT: HOW CLIENTS & CONSULTANTS SUCCEED TOGETHER
Confab for Nonprofits
June 16, 2014
Ship tossed on rough seas;
this could be you. Client, or
content strategist, at the
mercy of the waves!
The Gust, or A Ship in High Seas Caught by a Squall
Willem van de Velde, 1707
Ray of Angel light from
And thats where our story
there was a ray
of light, sent
The Storm on the Sea of Galilee,
and to people who care about
content in UX:
inconsistency and abandoned campaigns
content and campaigns cannibalizing
we want everything!
decisions keep changing, affecting the
scope and timeline A French Ship and Barbary Pirates, Aert Anthonisz, 1615
A French Ship and Barbary Pirates,
Aert Anthonisz, 1615
This isnt sustainable for
we abandon campaigns,
blow out the timeline, and
cannibalize our budgets.
You know the story.
At the mercy
of the waves
We needed a better way.
us a POV to help
us steer into
We offer reliable patient care with empowering
guidance and support thanks to both efficient
internal systems and deep roots in the
communitystrengths that enable us to shape
TCH offers reliable, empowering clinical patient
Professional and focused
Comprehensive and diverse in staff and
Approachable and accessible
Internal delivery mechanisms allow TCH to scale
and operate like a well-oiled machine, offering
appropriate skills, staff, and servicesbut still
offer the sensitivity and relevance of a premium,
community-based healthcare partner.
Large enough to be efficient but small enough
to be welcoming
Detail oriented and tactically smart;
systematized but customer-oriented
TCH is an industry-driving thought leader.
Visionary and pioneering in hospice services,
palliative care, and patient and caregiver
Innovative and technically savvy
I hear what youre saying.
These are the goals were all
working to accomplish.
Remember, we agreed on
this strategy and direction.
What do we need?
What do we have?
Is it current? relevant?
Is it appropriate for our goals?
Q: How do we pace for emotion?
A: see our content model
Visual & verbal
emotional hook 1
Service response 2
What to expect 3
Call to action 3
to drive content
types and their
We righted the ship.
Our message is consistent,
content types are sustainable,
we didnt waste budget or
effort chasing the wind, and
content and design anticipate
Why is this important?
Content is time travel:
Moves audience from one place,
belief, habit to another
Persuasion of professional
CONTENT IS TIME TRAVEL
2014 Treasure Coast Hospice and Appropriate, Inc.