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Best of Confab 2015

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10 things I learned (or was reminded of) at Confab 2015 Highlights from Sarah Scalet Americas Writing/Editing Lead @sscalet Confab Central | Minneapolis | 18-20 May 2015


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1) We are not alone! ► ► ► 650+ writer/editor/designer/content strategists came together for three days of learning and camaraderie Roughly half work for brands, and some are the only content person at their organization I knew I was in the right place when someone mentioned “PDF therapy sessions” https://www.flickr.com/photos/confabevents/sets/72157653145988496 Page 2 Highlights from Sarah Scalet about Confab 2015


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1) We are not alone! – cont. A disproportionate number of cat slides (this one from Facebook’s Jonathan Colman) Acronym of the week: SLAP (speak like a person) Page 3 Highlights from Sarah Scalet about Confab 2015 Grammar geeks united (this slide from Ahava Leibtag)


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2) You don’t need a huge budget to nail a conference theme and execute it well ► ► ► “Mission critical” theme Very “social” Secondary theme: cake!!! Page 4 Highlights from Sarah Scalet about Confab 2015


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2) You don’t need a huge budget to nail a conference theme and execute it well – cont. ► Example of how content strategists demonstrate that attending an offsite event is quick, simple and fun. (They said the video took maybe an hour to make.) ► https://www.youtube.com/watch?v=y9I5NMI-srk Page 5 Highlights from Sarah Scalet about Confab 2015


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3) There are lots of definitions of “content strategist” Ahava Leibtag from Aha Media Group via Ronell Smith, RS Consulting Page 6 Highlights from Sarah Scalet about Confab 2015


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4) Content strategy can be applied to any problem Example from Facebook’s Jonathon Colman ► Goal: Stop people from accessing nuclear waste ► Strategy: Create a message that lasts for 10,000+ years ► Objective 1: Must communicate “this is a message” ► Objective 2: Must communicate “this area is dangerous” ► Objective 3: Must communicate why Page 7 Highlights from Sarah Scalet about Confab 2015


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5) Content should be for and about our audience – not ourselves Noz Urbina, Urbina Consulting Page 8 Highlights from Sarah Scalet about Confab 2015


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6) Treat stakeholder calls like interviews “The question people ask first is almost never what they need to know.” – Anne Haines, Indiana University Bloomington Libraries Make good use of: 1) Closed questions 2) Open questions 3) Sense-making questions (neutral) http://www.slideshare.net/annehaines/if-she-knew-what-shewants Page 9 Highlights from Sarah Scalet about Confab 2015


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7) Dig deep & revise thoughtfully “Let me take a look at that and get back to you.” Gather all the feedback before you revise, and stack rank stakeholders (secretly). Page 10 For key decisions, track who, when and why. Margo Stern, Google “Can you tell me more about the problem you’re trying to solve?” Highlights from Sarah Scalet about Confab 2015


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8) Thinking more about cost and value can help us make better content decisions “Most content strategists don’t know how to quantify their work and undersell it.” – Laura Creekmore, self-employed consultant Cost ► ► ► ► ► Value Research Ideation Creation Approvals/reviews Maintenance Page 11 ► ► ► ► Cost per customer Cost if it’s gone Savings elsewhere Improved customer relationship Highlights from Sarah Scalet about Confab 2015


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9) All of us can make a difference “I don’t care what your role is. You have ability to impart change when it comes to content.” – Matthew Grocki, Grass Fed Content Page 12 Highlights from Sarah Scalet about Confab 2015


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10) It’s OK if there are lots of definitions of “content strategist” – just own your definition “Not everybody likes content modeling, and not everybody has to…. Broaden your knowledge, but narrow your passion.” – Margot Bloomstein, Appropriate, Inc. Page 13 Highlights from Sarah Scalet about Confab 2015


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Thank you − @sscalet Confab: http://confabevents.com/ Twitter: #confabmn Recaps: http://confabevents.com/events/c entral/recaps Videos: https://vimeo.com/confabevents/v ideos Page 14 Highlights from Sarah Scalet about Confab 2015


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