content strategies for uncool clients | catherine toole | sticky content | digital shoreditch 2015
TRANSCRIPT
@catherinetoole
@stickycontent
#DS15
Content strategies for uncool clients
If the marketplace isn't talking about you, there's a reason.
If people aren't discussing your products, your services, your cause, your movement or your career, there's a reason.
The reason is that you're boring.
Seth Godin
3 things that feed boring
1. How much?
2. The (25th) amendment
3. Rolling it out
How much?
Download 40 clever ways to build a business case for content
2. Content by committee
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 >>
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
The content strategy quad
Core
strategy
Substance
Structure
Workflow
Governance
People
components
© Brain Traffic 2011
Content
components
Hi Claire,
Please review the attached and send your feedback as soon as possible blah blah…
Here’s the content FYI - we’re all pleased with it. Please approve by 2pm this Friday at the latest…
3. Rolling it out
6 ways to shake it up
1. Old ideas, new format
2. LOL
3. Sweat the small stuff
Case study courtesy of www.contentverve.com
Control:Insights and experience from 4 years of research and over 350 A/B tests distilled into one 26-page free ebook
Treatment:Read the book in just 25 minutes and get Insights from 4 years of research and over 350 A/B tests
The need for speed
4. Say the one thing
everyone else is thinking
So, you’ve heard an ISO audit is in your near future
and you want to know what you can do to get ready?
One of the best ways you can prepare for an audit is
to learn the language your auditor will be using.
5. Give the punters
what they want
Copyright Brad Blake, Hill Holliday, 2011
Copyright Brad Blake, Hill Holliday, 2011
Copyright Brad Blake, Hill Holliday, 2011
Copyright Brad Blake, Hill Holliday, 2011
B
Personas = 49.1% more downloads
6. Build the case for risk
View the video on Youtube
Catherine Toole
@stickycontent
www.stickycontent.com