Getting the content right: how we succeed together at Confab for Nonprofits

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<ul><li><p>GETTING THE CONTENT RIGHT: HOW CLIENTS &amp; CONSULTANTS SUCCEED TOGETHER </p><p>Margot Bloomstein </p><p>@mbloomstein </p><p>Michael Hallinan </p><p>@rmhallinan </p><p>Confab for Nonprofits </p><p>June 16, 2014 </p><p>#ConfabNP </p></li><li><p>Ship tossed on rough seas; </p><p>this could be you. Client, or </p><p>content strategist, at the </p><p>mercy of the waves! </p><p>The Gust, or A Ship in High Seas Caught by a Squall </p><p>Willem van de Velde, 1707 </p></li><li><p>Ray of Angel light from </p><p>heaven! </p><p>And thats where our story </p><p>begins </p></li><li><p>Suddenly, </p><p>there was a ray </p><p>of light, sent </p><p>from heaven </p><p>The Storm on the Sea of Galilee, </p><p>Rembrandt, 1633 </p></li><li><p>and to people who care about </p><p>content in UX: </p><p> inconsistency and abandoned campaigns </p><p> content and campaigns cannibalizing </p><p>budgets </p><p> we want everything! </p><p> decisions keep changing, affecting the </p><p>scope and timeline A French Ship and Barbary Pirates, Aert Anthonisz, 1615 </p></li><li><p>A French Ship and Barbary Pirates, </p><p>Aert Anthonisz, 1615 </p><p>This isnt sustainable for </p><p>anyone: </p><p>we abandon campaigns, </p><p>shift priorities, </p><p>blow out the timeline, and </p><p>cannibalize our budgets. </p></li><li><p>You know the story. </p></li><li><p>At the mercy </p><p>of the waves </p></li><li><p>We needed a better way. </p></li><li><p>Our rudder: </p><p>the message </p><p>architecture gave </p><p>us a POV to help </p><p>us steer into </p><p>changing winds </p><p>We offer reliable patient care with empowering </p><p>guidance and support thanks to both efficient </p><p>internal systems and deep roots in the </p><p>communitystrengths that enable us to shape </p><p>the industry. </p><p>TCH offers reliable, empowering clinical patient </p><p>care. </p><p> Professional and focused </p><p> Comprehensive and diverse in staff and </p><p>services </p><p> Approachable and accessible </p><p>Internal delivery mechanisms allow TCH to scale </p><p>and operate like a well-oiled machine, offering </p><p>appropriate skills, staff, and servicesbut still </p><p>offer the sensitivity and relevance of a premium, </p><p>community-based healthcare partner. </p><p> Large enough to be efficient but small enough </p><p>to be welcoming </p><p> Detail oriented and tactically smart; </p><p>systematized but customer-oriented </p><p>TCH is an industry-driving thought leader. </p><p> Visionary and pioneering in hospice services, </p><p>palliative care, and patient and caregiver </p><p>support </p><p> Innovative and technically savvy </p></li><li><p>I hear what youre saying. </p><p>These are the goals were all </p><p>working to accomplish. </p><p>Remember, we agreed on </p><p>this strategy and direction. </p></li><li><p>Content audit </p></li><li><p>Content audit </p><p>What do we need? </p></li><li><p>Content audit </p><p>What do we have? </p></li><li><p>Content audit </p><p>Is it current? relevant? </p></li><li><p>Content audit </p><p>Is it appropriate for our goals? </p></li><li><p>Content audit </p><p>Q: How do we pace for emotion? </p></li><li><p>Content audit </p><p>A: see our content model </p></li><li><p>Visual &amp; verbal </p><p>emotional hook 1 </p><p>Service response 2 </p><p>What to expect 3 </p><p>Call to action 3 </p><p>Abstract anxiety </p><p>Concrete action </p></li><li><p>Content first, </p><p>to drive content </p><p>types and their </p><p>hierarchy </p></li><li><p>We righted the ship. </p><p>Our message is consistent, </p><p>content types are sustainable, </p><p>we didnt waste budget or </p><p>effort chasing the wind, and </p><p>content and design anticipate </p><p>the future. </p></li><li><p>Why is this important? </p></li><li><p>Content is time travel: </p><p>Moves audience from one place, </p><p>belief, habit to another </p><p>Persuasion of professional </p><p>communicators </p><p>CONTENT IS TIME TRAVEL </p></li><li><p> 2014 Treasure Coast Hospice and Appropriate, Inc. </p><p>THANK YOU </p><p>Margot Bloomstein </p><p>@mbloomstein </p><p>margot@appropriateinc.com </p><p>Michael Hallinan </p><p>@rmhallinan </p><p>mhallinan@tchospice.org </p><p>MORE: </p><p>slideshare.net/mbloomstein </p><p>amzn.to/CSatWork </p></li></ul>