Published on March 3, 2014
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: nationmaster.com
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
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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Un recorrido por los cambios que nos generará el wearabletech en el futuro
Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...
On the Job Side. I’ll be the first to admit there are personality conflicts at work. But with whom? With today’s manager? With tomorrow ’s manager?
Personality Tests in Employment Selection: ... are good predictors of job success, ... models for measuring personality involves the “Big Five ...
Conscientiousness is not just about getting to ... It is a fundamental personality trait that ... Conscientiousness is a key ingredient in success, ...
PwC’s 19th Annual Global CEO Survey explores what methods CEOs need to develop for measuring and communicating success ... Getting a good grip on ...
The Entrepreneur Scan Measuring Characteristics ... studies about the relationship between entrepreneurs and business success ... 3 Existing personality ...
The 6 Personality Characteristics of Success ... Personality Traits of Success ... was designed with the intention of getting people to where they ...
... Success Potential or "Emotional Intelligence" ... measuring so-called "emotional intelligence ... of personality and IQ correlates of life success.
Organizational Behavior and Human ... personality and career success. Journal of ... are the most effective way of measuring candidate personality.
The importance of corporate brand personality traits to ... Building, Measuring and Managing Brand ... the fact that success cannot be ...
Measuring Success. Siemens believes that to measure is to know. ... How do I know I’m getting the biggest bang for my buck with my flowmeter?