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Making content matter spectrum 2012
- 1. Rochester April 22-23, 2012 Rochester Institute of Technology Rochester, NY
- 2. Parallax Communications Content first. Making Your Content Matter Pamela Kostur Parallax Communications Spectrum 2012, Rochester NY
- 3. I’m becoming a content curmudgeon I spend a lot of time looking at content I do it for work And, because it’s there and I can’t help it It’s not hard to find confusing content, or content that’s just weird © Parallax Communications 2012 Content first.
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- 6. Is there a procedure somewhere in here? © Parallax Communications 2012 Content first.
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- 8. © Parallax Communications 2012 Content first.
- 9. But all I’m doing is renewing a book, or trying to… © Parallax Communications 2012 Content first.
- 10. © Parallax Communications 2012 Content first.
- 11. © Parallax Communications 2012 Content first.
- 12. Website PDF available on website © Parallax Communications 2012 Content first.
- 13. © Parallax Communications 2012 Content first.
- 14. © Parallax Communications 2012 Content first.
- 15. Original Amendment Is it just me? © Parallax Communications 2012 Content first.
- 16. © Parallax Communications 2012 Content first.
- 17. Oh my! What? Some of my information? Immediate access? © Parallax Communications 2012 Content first.
- 18. What do they do? © Parallax Communications 2012 Content first.
- 19. Can you distinguish among these business solution categories? © Parallax Communications 2012 Content first.
- 20. How badly do they want me to vote? © Parallax Communications 2012 Content first.
- 21. How can this possibly happen? © Parallax Communications 2012 Content first.
- 22. Good content doesn’t just happen. You need to plan for it. © Parallax Communications 2012 Content first.
- 23. Your plan must consider… What content? For which initiatives and projects? For whom? What do you want them to know/do? How can the content help the users, and your organization? © Parallax Communications 2012 Content first.
- 24. Document your plan Include answers to your questions State exactly what you will need from whom, at which phase Resources Time Provide timelines for what you need and for what you’ll deliver Write it in terms everybody on your team understands © Parallax Communications 2012 Content first.
- 25. Implement your plan For individual projects, it can be as simple as a kick-off meeting or phone call For changes to your entire documentation approach, you need to practice persuasion © Parallax Communications 2012 Content first.
- 26. Persuasion is all about relationships © Parallax Communications 2012 Content first.
- 27. Sell your plan Create a connection Be authentic Be honest Be reciprocal Excellent book. I highly recommend it! Dickinson, Arlene. Persuasion. HarperCollins, 2011. © Parallax Communications 2012 Content first.
- 28. How will what you are proposing help your company? © Parallax Communications 2012 Content first.
- 29. Authenticity Be true to yourself Be sure of what you want, believe in it If you don’t seem sure of yourself, you’ll be hard to believe © Parallax Communications 2012 Content first.
- 30. Honesty “Listen, we really screwed up on that last project, so I think we need to make some changes…” Tell the truth to others about what you are asking Don’t promise what you can’t deliver Admit it if you don’t know something © Parallax Communications 2012 Content first.
- 31. Reciprocity What’s in it for them? If you don’t know, figure it out Be specific about how your content plan will help your organization © Parallax Communications 2012 Content first.
- 32. It’s not about you! © Parallax Communications 2012 Content first.
- 33. Content initiatives must be… Understandable and relevant to business executives Connected to business outcomes Introduction of new products and services Improved customer loyalty and satisfaction Increased gross margins Increased market share © Parallax Communications 2012 Content first.
- 34. Demonstrate how content initiatives contribute favorably to these outcomes © Parallax Communications 2012 Content first.
- 35. There is no foolproof way to measure content effectiveness © Parallax Communications 2012 Content first.
- 36. How to measure? Lots of info available on Web content Marketing content Know what you want to measure Knowing what will help you to decide how © Parallax Communications 2012 Content first.
- 37. Here are some tips Don’t worry about exact numbers Define what you’re measuring How do you define content Identify the content’s function Describe the content’s characteristics Assign values to content functions & characteristics © Parallax Communications 2012 Content first.
- 38. Then, you’re set to measure Measure in different ways Establish a baseline Measure regularly Watch your budget Get your peers to help you © Parallax Communications 2012 Content first.
- 39. © Parallax Communications 2012 Content first.
- 40. Making your content matter Understand that your content has value Understand that no matter how hard you try, your content may fall short Do everything in your power to maximize its value © Parallax Communications 2012 Content first.
- 41. Making content matter means… Asking the right questions At the right time Posing them to the right people In the right way Exercising persuasion Connecting content initiatives to business outcomes Measuring your efforts © Parallax Communications 2012 Content first.
- 42. Making content matter means finding the answers to your questions © Parallax Communications 2012 Content first.
- 43. Content. Users. Strategy Context. Tactics. © Parallax Communications 2012 Content first.
- 44. Join the discussion on LinkedIn. © Parallax Communications 2012 Content first.
- 45. Pamela Kostur pkostur@parallax.ca @Pamela_Parallax 416.850.0636 parallax.ca © Parallax Communications 2012 Content first.
- 46. Rochester Conference evaluation link: https://www.surveymonkey.com/s/Spectrum2012- ConferenceEvaluation Session evaluation link: https://www.surveymonkey.com/s/Spectrum2012- SessionEvaluation
Editor's Notes
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- The key elements of making your content matter