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Design for Action

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Design for Action A Blueprint for Content Marketing Tamsen Webster CMO and SVP, Executive Communciations and Coaching, Oratium


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Joe Smith: “How to use one paper towel” http://www.ted.com/talks/joe_smith_how_to_use_a_paper_towel?language=en


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Content Sequence Engagement RIGHT RIGHT RIGHT


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Content RIGHT


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Know - Believe - Do


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WHO is the audience?


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What do you want them to DO?


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What problem will that solve for them?


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What do you they need to BELIEVE to do it?


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What do they need to KNOW?


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Sequence RIGHT


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Connect Retrieve Process


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A B C D


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X CNN PHD FBI CIA NCAA X


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What question will this raise?


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Engagement RIGHT


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A B C D


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Time Attention 70% 20% 100%


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“The Human Walking Program” http://vimeo.com/92823193


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