4. “You can redesign a home page. You can buy
a new CMS. But unless you treat your
content with strategic consideration,
you can’t fix your website. Once people
started to accept this fact, the conversation
took off. It’s a pain point everyone
shares and content strategy offers
relief.”
What’s the point of content strategy?
From Content Strategy for the Web
by Kristina Halvorson & Melissa Rach
14. You work hard for what goes into your
current account.
Shouldn’t that account work hard too?
♥ Wonderbank ♥
Extra money: earn interest on the cash you aren’t using
Total control: you set limits on what to keep – and sweep
No hassle: your account sweeps automatically for you
Instant access: if you need it, sweep it back instantly
Make my account work harder for me >>
15. At Wonderbank, we know you work hard to
earn what goes into your current account.
Our Instant Sweep Saver® works hard too.
Sweep spare funds into a higher interest account: earn a
higher rate of interest* on the cash you don’t need this
month
Take control: you agree a monthly amount to keep – and
sweep
Easy to manage: your Instant Sweep Saver® account
sweeps automatically for you on set days of the month
Instant access: if you need it, sweep it back instantly**
*Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates
terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and
conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions AER
**Instant sweeping cannot be guaranteed, in some circumstances funds may take up to 46 hours to sweep. Overdraft
charges may be applied to Instant Sweep Saver accounts which fall into negative balance.
♥ Wonderbank ♥
Winner!
Best high
street bank
2003
21. Hearts need different techniques from minds
♥ Engage – don’t manage – stakeholders
♥ Include everyone, generate excitement, reward ideas
♥ Find a content place for everyone
♥ Instil pride (or at least a competitive edge)
♥ Counteract fear constantly
£ Suggest and share measurement for every activity
£ Publicise all kinds of ROI
£ Show both overall efficiencies and individuals’ benefits
£ Map everything to core business strategy
25. 5 tricks for getting good content approved
1. Set limits: on numbers of people involved, rounds of amends and
timescales for feedback
2. Streamline the publishing approvals: build risk categories into
your inventory and only seek approval of high-risk content
3. Insist on expertise over opinion.
4. Have the fights first. Establish levels of content veto before
anything is created. Agree a hierarchy of feedback and that
conflicting feedback will be resolved between individuals, not
arbitrated by you
5. Stop ‘asking for it’!
26. Hi Claire,
Please review the attached and send your feedback as soon as possible blah blah…
Here’s some fantastic content for your approval which we need by 2pm this Friday at the latest…
29. Corporate behaviour V editorial behaviour
corporate editorialContent planned
around what the
company cares
about
Content planned
around what
people want to
read/watch
Sign-off
according to
seniority
Sign-off
according to
editorial
expertise
Processes built
around existing
company
workflow
Processes
designed to get
good content
out to deadline
Design and
build before
content
Content - led
design