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content 3.0
Making great decisions
Laura Creekmore @lauracreekmore
Content 0.0
Need content!
Creative Commons 3.0 by SimpleIcon
Write
1.
publish
2.
congratulations https://www.flickr.com/photos/adoseofshipboy/
hello world
Content 1.0
Need content!
Creative Commons 3.0 by SimpleIcon
Write
1.
Proof
2.
publish
3.
congratulations https://www.flickr.com/photos/adoseofshipboy/
hello, world!
Content 1.1
Need content!
Creative Commons 3.0 by SimpleIcon
Write
1.
Proof
2.
publish into already formatted design
which may or may not have taken
reality into account
3.
congratulations https://www.flickr.com/photos/adoseofshipboy/
HEL-
LO,
WORLD!
PURRFECTCATS.COM
Here comes more about cats.
HELLO, WORLD!
PURRFECTCATS.COM
Here
comes
more about
cats.
Need content!
Creative Commons 3.0 by SimpleIcon
Content 2.0
I have a goal!
Creative Commons 3.0 by SimpleIcon
Research
1.
get specific
2.
messaging
3.
Write content
4.
Proof
5.
publish into a well-thought out design
that aligns perfectly with your
content and your goals
6.
congratulations https://www.flickr.com/photos/adoseofshipboy/
analyze
7.
downsides
Creative Commons 3.0 by Freepik
complexity
Creative Commons 3.0 by spovv
$$$spendy
HELLO, WORLD!
PURRFECTCATS.COM
Here
comes
more about
cats.
Content 3.0
Money
message
mechanics
$$$MONEY MONEY MONNNEY
MONNNNNNEY
Your work isn’t art
Creative Commons 3.0 by Icon Works
complexity
Creative Commons 3.0 by spovv
get real
$$$
Content as an expense
Count it up
A percent of your ongoing audience
research.
Content as an expense
Count it up
Time to come up with the idea
Content as an expense
Count it up
Time to create one asset.
Content as an expense
Count it up
How many people are involved, for how
long? How much/hour?
Content as an expense
Count it up
Time/cost for content structure
creation and maintenance.
Content as an expense
Count it up
A percent of any budget you have:
Biennial hardware upgrades. 

Training/travel. 

Paper...
Content as an expense
Count it up
Time/cost for every person who needs
to approve.
Content as an expense
Count it up
How often will we need to review this?
Content as an expense
Count it up
= A lot more than you or
your finance team realized
what not to do
Creative Commons 3.0 by SimpleIcon
Content as an Asset
DEMONSTRATE THE VALUE
Test to demonstrate effectiveness.
Content as an Asset
DEMONSTRATE THE VALUE
Cost per customer
Content as an Asset
DEMONSTRATE THE VALUE
Cost if it’s gone
Content as an Asset
DEMONSTRATE THE VALUE
Savings elsewhere
Content as an Asset
DEMONSTRATE THE VALUE
Improved customer relationship
Content as an Asset
DEMONSTRATE THE VALUE
Decision value
Content as an Asset
DEMONSTRATE THE VALUE
= A lot more than you might have thought.
message
Creative Commons 3.0 by Icons8
audience
Your work isn’t art
Creative Commons 3.0 by Icon Works
audience
Creative Commons 3.0 by Freepik
Adults should engage in
moderate exercise for
30 minutes or more
at least 5x/week.
You should engage in
moderate exercise for
30 minutes or more
at least 5x/week.
For many people,
taking a 30-minute walk
5 days a week is
an easy way to get exercise.
Take a 30-minute walk
5 days this week.
Take a 30-minute walk today.
When will you take a
30-minute walk today?
______________________
Post a photo on Facebook
from your walk today.
message
Creative Commons 3.0 by Icons8
mechanics
Creative Commons 3.0 by Freepik
building a mechanical model
Style
Guide
Structured
content
voice
character
limits
channel
appropriate
Enjoyable
review
sch...
Content 3.0
Money
message
mechanics
TWITTER: @lauracreekmore
EMAIL: laura@creekcontent.com
THANK YOU
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Content 3.0: Making Great Decisions

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Content strategy requires us to make a lot of decisions — and we make those decisions in many different ways. We’re using heuristics, usability testing, editorial and design training and — God help us — our gut instincts. We often have a clash when explaining our thinking to the business side, whether in an agency-client relationship or in a corporate setting. It turns out that business people make decisions, too — and they don’t always understand how we think.

This session walks you through ways to make content strategy decisions, helping you create a framework that not only helps you make great decisions. It also helps you communicate your decisions in a business context, communicating the value of sound content strategy.

Takeaways:
*Learn how to create a framework for your decisions.
*Tie goals to theory to evidence to support your decisions.
*Communicate effectively to support your content strategy.

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Content 3.0: Making Great Decisions

  1. 1. content 3.0 Making great decisions Laura Creekmore @lauracreekmore
  2. 2. Content 0.0
  3. 3. Need content! Creative Commons 3.0 by SimpleIcon
  4. 4. Write 1.
  5. 5. publish 2.
  6. 6. congratulations https://www.flickr.com/photos/adoseofshipboy/
  7. 7. hello world
  8. 8. Content 1.0
  9. 9. Need content! Creative Commons 3.0 by SimpleIcon
  10. 10. Write 1.
  11. 11. Proof 2.
  12. 12. publish 3.
  13. 13. congratulations https://www.flickr.com/photos/adoseofshipboy/
  14. 14. hello, world!
  15. 15. Content 1.1
  16. 16. Need content! Creative Commons 3.0 by SimpleIcon
  17. 17. Write 1.
  18. 18. Proof 2.
  19. 19. publish into already formatted design which may or may not have taken reality into account 3.
  20. 20. congratulations https://www.flickr.com/photos/adoseofshipboy/
  21. 21. HEL- LO, WORLD! PURRFECTCATS.COM Here comes more about cats.
  22. 22. HELLO, WORLD! PURRFECTCATS.COM Here comes more about cats.
  23. 23. Need content! Creative Commons 3.0 by SimpleIcon
  24. 24. Content 2.0
  25. 25. I have a goal! Creative Commons 3.0 by SimpleIcon
  26. 26. Research 1.
  27. 27. get specific 2.
  28. 28. messaging 3.
  29. 29. Write content 4.
  30. 30. Proof 5.
  31. 31. publish into a well-thought out design that aligns perfectly with your content and your goals 6.
  32. 32. congratulations https://www.flickr.com/photos/adoseofshipboy/
  33. 33. analyze 7.
  34. 34. downsides Creative Commons 3.0 by Freepik
  35. 35. complexity Creative Commons 3.0 by spovv
  36. 36. $$$spendy
  37. 37. HELLO, WORLD! PURRFECTCATS.COM Here comes more about cats.
  38. 38. Content 3.0
  39. 39. Money message mechanics
  40. 40. $$$MONEY MONEY MONNNEY MONNNNNNEY
  41. 41. Your work isn’t art Creative Commons 3.0 by Icon Works
  42. 42. complexity Creative Commons 3.0 by spovv
  43. 43. get real $$$
  44. 44. Content as an expense Count it up A percent of your ongoing audience research.
  45. 45. Content as an expense Count it up Time to come up with the idea
  46. 46. Content as an expense Count it up Time to create one asset.
  47. 47. Content as an expense Count it up How many people are involved, for how long? How much/hour?
  48. 48. Content as an expense Count it up Time/cost for content structure creation and maintenance.
  49. 49. Content as an expense Count it up A percent of any budget you have: Biennial hardware upgrades. 
 Training/travel. 
 Paper clips. 
 Snacks. Everything.
  50. 50. Content as an expense Count it up Time/cost for every person who needs to approve.
  51. 51. Content as an expense Count it up How often will we need to review this?
  52. 52. Content as an expense Count it up = A lot more than you or your finance team realized
  53. 53. what not to do Creative Commons 3.0 by SimpleIcon
  54. 54. Content as an Asset DEMONSTRATE THE VALUE Test to demonstrate effectiveness.
  55. 55. Content as an Asset DEMONSTRATE THE VALUE Cost per customer
  56. 56. Content as an Asset DEMONSTRATE THE VALUE Cost if it’s gone
  57. 57. Content as an Asset DEMONSTRATE THE VALUE Savings elsewhere
  58. 58. Content as an Asset DEMONSTRATE THE VALUE Improved customer relationship
  59. 59. Content as an Asset DEMONSTRATE THE VALUE Decision value
  60. 60. Content as an Asset DEMONSTRATE THE VALUE = A lot more than you might have thought.
  61. 61. message Creative Commons 3.0 by Icons8
  62. 62. audience
  63. 63. Your work isn’t art Creative Commons 3.0 by Icon Works
  64. 64. audience Creative Commons 3.0 by Freepik
  65. 65. Adults should engage in moderate exercise for 30 minutes or more at least 5x/week.
  66. 66. You should engage in moderate exercise for 30 minutes or more at least 5x/week.
  67. 67. For many people, taking a 30-minute walk 5 days a week is an easy way to get exercise.
  68. 68. Take a 30-minute walk 5 days this week.
  69. 69. Take a 30-minute walk today.
  70. 70. When will you take a 30-minute walk today? ______________________
  71. 71. Post a photo on Facebook from your walk today.
  72. 72. message Creative Commons 3.0 by Icons8
  73. 73. mechanics Creative Commons 3.0 by Freepik
  74. 74. building a mechanical model Style Guide Structured content voice character limits channel appropriate Enjoyable review schedule governance plan
  75. 75. Content 3.0
  76. 76. Money message mechanics
  77. 77. TWITTER: @lauracreekmore EMAIL: laura@creekcontent.com THANK YOU

Content strategy requires us to make a lot of decisions — and we make those decisions in many different ways. We’re using heuristics, usability testing, editorial and design training and — God help us — our gut instincts. We often have a clash when explaining our thinking to the business side, whether in an agency-client relationship or in a corporate setting. It turns out that business people make decisions, too — and they don’t always understand how we think. This session walks you through ways to make content strategy decisions, helping you create a framework that not only helps you make great decisions. It also helps you communicate your decisions in a business context, communicating the value of sound content strategy. Takeaways: *Learn how to create a framework for your decisions. *Tie goals to theory to evidence to support your decisions. *Communicate effectively to support your content strategy.

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