Re-Branding Content During a Migration: Step 1 – Developing Your Story
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Transcript of Re-Branding Content During a Migration: Step 1 – Developing Your Story
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What’s In a Story?
Marli Mesibov
January 23, 2014
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Experience the DCL Difference
DCL blends years of conversion experience with cutting-edge technology and
the infrastructure to make the process easy and efficient.
• World-Class Services
• Leading-Edge Technology
• Unparalleled Infrastructure
• US-Based Management
• Complex-Content Expertise
• 24/7 Online Project Tracking
• Automated Quality Control
• Global Capabilities
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Valuable Content Transformed
• Document Digitization
• XML and HTML Conversion
• eBook Production
• Hosted Solutions
• Big Data Automation
• Conversion Management
• Editorial Services
• Harmonizer
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We Serve a Very Broad Client Base . . .
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. . . Spanning All Industries
• Aerospace
• Associations
• Defense
• Distribution
• Education
• Financial
• Government
• Libraries
• Life Sciences
• Manufacturing
• Medical
• Museums
• Periodicals
• Professional
• Publishing
• Reference
• Research
• Societies
• Software
• STM
• Technology
• Telecommunications
• Universities
• Utilities
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• Boston is filled with stories
• Storytelling is enjoyable
• Content strategist, based out of Boston
My story
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The Little Red Hen
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“Who will help me plant the seeds?”
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“Not I.”
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So the little red hen planted the seeds all by herself.
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“Who will help me take the wheat to the mill to be ground into flour?”
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“Not I.”
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So the little red hen brought the wheat to the mill, all by herself.
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“Who will help me bake the bread?”
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“Not I.”So the little red hen brought the wheat to the mill, all by herself.
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So the little red hen baked the bread, all by herself.
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“Who will help me eat the bread?”
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Stories stick with us
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Marketing takes care of branding updates
Development select a content management system
Content strategy does the content migration
The content migration story
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Auditing the content
Creating new content
Archiving old content
Deleting unnecessary content
Updating old content
Designing responsive layouts
Writing adaptive copy
The content migration story
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The content migration story
Don’t start by baking the bread. Start by planting the seeds.
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Auditing the content – for what?
Creating new content – why?
Archiving old content – which pieces?
Deleting unnecessary content – when?
Updating old content – how?
Responsive layouts – for whom?
Writing adaptive copy – for what?
The content migration story
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Why do stories stick?
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History of storytelling
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History of storytelling
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History of storytelling
• Explains the origin of women.
• Explains human personality attributes.
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History of storytelling
• Explains why bad things happen.
• Explains hope.
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History of storytelling
• Storytelling as a peace offering.
• Storytelling as a means of engagement.
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History of storytelling
Emadeddin Baghi,Iranian Author
• Storytelling is influential.
• Storytelling is memorable.
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Holiday Stories
NPR
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In many cases, long copy has proven more effective than short copy.
@marsinthestars
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@marsinthestars
The long and the short of it
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@marsinthestars
The long and the short of it
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@marsinthestars
The long and the short of it
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@marsinthestars
It didn’t work because the content was longer.
It worked because the content was better.
The long and the short of it
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@marsinthestars
The long and the short of it
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@marsinthestars
The long and the short of it
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“In reality, you cannot have a page that’s too long – only one that’s too boring.”
-Conversion Rate Experts
@marsinthestars
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@marsinthestars
The long and the short of it
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@marsinthestars
Stories are memorable
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@marsinthestars
Basecamp organizes projects.
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@marsinthestars
for thousands of companies, Basecamp organizes projects.
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@marsinthestars
when they need it, for thousands of companies, Basecamp organizes projects.
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Like a mountaineer’s Sherpa when they need it, for thousands of companies, Basecamp organizes projects.
@marsinthestars
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We tell stories that can be READ. We:
Research
Establish the story
Add details
Distribute
@marsinthestars
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Research
@marsinthestars
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It’s EVERYONE’s job!
@marsinthestars
Research
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Good research = personalized content!
@marsinthestars
• Have conversations, not interviews
• Pay attention to vocabulary
• Identify patterns
Research
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The point of questions is to hear what users have to say. Their vocabulary is just as important as their answers.
@marsinthestars
Research
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Share your own stories – but only a few. Remember the main focus is on the user.
@marsinthestars
Research
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Identify patterns. Patterns are more valuable than outliers.
@marsinthestars
Research
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@marsinthestars
Establish the story
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Beginning:
Middle:
End:
@marsinthestars
Little Red Riding Hood wants to visit her grandmother.
She meets the wolf, who eats her and her grandmother.
The huntsman kills the wolf, and they all live happily ever after.
Establish the story
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Beginning:
Middle:
End:
@marsinthestars
Joe wants to spend more time with his family.
Joe buys the new Moto X phone. He can work anywhere!
Joe leaves the office early, to take his family on a picnic.
Establish the story
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Beginning:
Middle:
End:
@marsinthestars
Sally needs a recipe to make chicken.
On her recipe website, the chicken recipes are bookmarked.
Sally makes a wonderful dinner, everyone is happy.
Establish the story
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@marsinthestars
Add details
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A person a girl Goldilocks
Strangers bears a family
A story a whole world a brand
@marsinthestars
Add details
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@marsinthestars
Add details
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@marsinthestars
Add details
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@marsinthestars
Distribute
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The goal: engage with the audience.
@marsinthestars
• First, learn where the audience is.
• Participate in their conversations.
• Advertise your product or service where it helps.
Distribute
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It doesn’t matter where you market your content, so long as you go where your audience spends time.
@marsinthestars
Distribute
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1. Create a story
2. Personalize a story
3. Use different mediums
4. Interact with your audience
5. Trust
@marsinthestars
Next Steps
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1. Create a story, and build the brand around that story. Tell a story that shows the value of your product.
@marsinthestars
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2. Personalize the story to your target audience, based on what you learn from what they say.
@marsinthestars
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3. Use different mediums to help grow the story. Go to the places where your users hang out.
@marsinthestars
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4. Interact with your audience. Bring them your content, and help them understand all of its value.
@marsinthestars
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@marsinthestars
5. Trust the story to pull in the audience.
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Thank you!
Marli Mesibov
www.marli.us
@marsinthestars
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Q&A
Linda Morone Cassola
SVP, Sales and Marketing
(718) 307-5728
Marli Mesibov
Content Strategist
www.marli.us
@marsinthestars