Getting a personality and measuring success

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Information about Getting a personality and measuring success

Published on March 3, 2014

Author: IntelligentContent


Creating a Corporate Personality Measuring Success

How it’s going to be… 1.  Content Strategy 2. Intelligent Content 3. Measuring Success

Content Strategy? A Strategy about Content

Content Strategy? Strategies about Content

Content Strategy? “Content Strategy is in charge of the how…”

The most important questions for your content strategy to answer…

Why are we here? Who are we writing for? What are we trying to say?

Target Audience ≈ Personas

Sam the Persona Personal: College-age children Golfer Career-focussed

Which is better for a golfer?

The General Public

Over in the real world Adults with less than moderate literacy Canada 42.9% Australia 44.8% Switzerland 47.2% United States 49.6% United Kingdom 50.4% source:

Your Reader in Context What Stage/State are they in?

You're ready to go. There's more to set up, but this is enough to get started. More setup Let's go play ( Source: Doug Kim, Microsoft)


"You better think (think) think about what you're trying to do to me" Aretha Franklin

Transactional Content What is the reader trying to get done?

Intelligent Content? Content that gets stuff done (for the target audience, at that moment in time)

Why do I do all this? Engagement

Engaged readers 1.  Spend more (yes, your content affects revenue) 2. Are happier 3. Are more forgiving 4. Tell their friends

So, how do I engage?

How we treat our customers Brochure Glossy Slick Colorful Reader-friendly Sexy Compelling Manual Plain Dull Black & White Confusing Dry Boring From Kathy Sierra

Acrolinx – End Slide Speak with one voice

Destroy. All. Robot. Language. before after modify change perform do purchase buy terminate end navigate go image picture toggle switch obtain get configure set up execute run resolve fix enable allow halt stop value number More great words and examples at the Office Voice Home: http://officecpub/Resources/guidelines/O15voice

"If you talk to a man in a language he understands, it goes to his head. If you talk to him in his language, it goes to his heart.” Nelson Mandela

Setting Standards Your Style Guide Your Words & Phrases Your Tone-of-Voice / Personality

Measuring Success


You’ve got to accentuate the positive Eliminate the negative Latch on to the affirmative Don’t mess with Mister In-Between Johnny Mercer

A Scorecard for your persona(lity)



Acrolinx – End Slide Speak with one voice

5:15pm TODAY! WikiProject Medicine: Breaking Down Barriers to Save Lives Cascade / Sierra Ballroom Val Swisher, Founder & CEO, Content Rules, Inc.

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