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For Maryland Institute College of Art's inaugural Masters Program for Business of Art & Design, students participated in a content strategy workshop.
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Finding the Right Words: Why Content
Matters
Marisa Peacockwww.marisapeacock.com
@marisacp51
What Is Content Strategy?
Using words and data to create unambiguous content that supports meaningful, interactive experiences (Rachel Lovinger)
Good/Bad Content Influences
Marketing
Usability
Customer Experience
Brand Loyalty
Reputation
Authenticity
Clarity
Transparency
Utility
Responsiveness
Authority
Consistency
be be yourselfyourself
solve solve problemsproblems
Know Know stuffstuff
Keys to Successful Content
“And What Do You Do?”
30 seconds in an elevator
4 seconds on a website
140 characters
Be Clear, Concise, Compelling.
What do you do?
How do you do that?
How much does
it cost?
Create a Call to Action
Make a List Expressive
adjectives to describe your service, product, experience
Vibrant
Beautiful
Inspiring
Powerful
Inspiring
Action verbs to describe what users can do with your service, product, experience
Create
Share
Wear
Deliver
Publish
Nouns to describe your company’s product, service, experience
Designs
Illustrations
Jewelry
Websites
Books
Know Your Demographic
Who is your audience?
Where do they access information?
your website
social media
mobile devices
traditional media (print, radio, TV)
How often do they need up-to-date information?
Give Your Platforms Meaning
Define your purpose & platform
On Facebook, fans will engage
On my blog, readers will learn
On the website, customers can buy
From their phone, users can search
Tools & TricksWordle - Beautiful Word Clouds
Tools & TricksGoogle Adwords - Find Keywords
Tools & TricksSocial Mention - Real time social media search &
analysis
Content RulesCreate a consistent tone - Content includes everything from web copy, social media, blog copy, thank you pages, emails, etc.
Don’t wait until it’s perfect to publish - experiment & evolve
Create conversations with your content - ask meaningful questions that help you learn more
Test content across platforms - see what works best, attracts attention
Content isn’t just words: it’s video, design, photos
Thank you!
www.marisapeacock.com | [email protected] | @marisacp51