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

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  • GETTING THE CONTENT RIGHT: HOW CLIENTS & CONSULTANTS SUCCEED TOGETHER

    Margot Bloomstein

    @mbloomstein

    Michael Hallinan

    @rmhallinan

    Confab for Nonprofits

    June 16, 2014

    #ConfabNP

  • 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

    heaven!

    And thats where our story

    begins

  • Suddenly,

    there was a ray

    of light, sent

    from heaven

    The Storm on the Sea of Galilee,

    Rembrandt, 1633

  • and to people who care about

    content in UX:

    inconsistency and abandoned campaigns

    content and campaigns cannibalizing

    budgets

    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

    anyone:

    we abandon campaigns,

    shift priorities,

    blow out the timeline, and

    cannibalize our budgets.

  • You know the story.

  • At the mercy

    of the waves

  • We needed a better way.

  • Our rudder:

    the message

    architecture gave

    us a POV to help

    us steer into

    changing winds

    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

    the industry.

    TCH offers reliable, empowering clinical patient

    care.

    Professional and focused

    Comprehensive and diverse in staff and

    services

    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

    support

    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.

  • Content audit

  • Content audit

    What do we need?

  • Content audit

    What do we have?

  • Content audit

    Is it current? relevant?

  • Content audit

    Is it appropriate for our goals?

  • Content audit

    Q: How do we pace for emotion?

  • Content audit

    A: see our content model

  • Visual & verbal

    emotional hook 1

    Service response 2

    What to expect 3

    Call to action 3

    Abstract anxiety

    Concrete action

  • Content first,

    to drive content

    types and their

    hierarchy

  • 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

    the future.

  • Why is this important?

  • Content is time travel:

    Moves audience from one place,

    belief, habit to another

    Persuasion of professional

    communicators

    CONTENT IS TIME TRAVEL

  • 2014 Treasure Coast Hospice and Appropriate, Inc.

    THANK YOU

    Margot Bloomstein

    @mbloomstein

    margot@appropriateinc.com

    Michael Hallinan

    @rmhallinan

    mhallinan@tchospice.org

    MORE:

    slideshare.net/mbloomstein

    amzn.to/CSatWork