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All Carrot, No Stock: Content Strategy When You Can't Say No
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Greg Dunlap
April 15, 2019
Business
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All Carrot, No Stock: Content Strategy When You Can't Say No
Greg Dunlap
April 15, 2019
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Transcript
All Carrot, No Stick Content Strategy When You Can’t Say
No Confab 2019
Greg Dunlap I work at Lullabot as a Digital Strategist
I like pinball and cats @gregddunlap
ONE TIME, AT CONFAB…
None
None
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“All we have is carrots. We don’t have any sticks”
– State of Georgia stakeholder
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Umbrella Subsidiaries Users ARCHIPELAGO PRIORITIES
State Agencies Citizens STATE GOVERNMENT
University Departments Students HIGHER EDUCATION
Conglomerate Networks Viewers MASS MEDIA
League Teams Fans MAJOR LEAGUE SPORTS
CENTRALIZED Umbrella Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary
Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary
DE-CENTRALIZED Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary
Subsidiary Subsidiary Subsidiary Subsidiary Umbrella
MIXED Umbrella Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary
Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary
Umbrella Subsidiaries Users
Umbrella Subsidiaries Users
PROBLEMS • Finding Commonalities *and* Uniqueness • Combatting Isolation •
Respecting Autonomy • Avoiding Entropy
SOLUTIONS • Do The Research • Build Bridges • Verify
Solutions • Measure + Iterate
RESEARCH Photo by William Iven
USERS
INTERVIEWS
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“We’re just uploading pictures into the body field and getting
things to all flow right is hard.” – Georgia state agency employee “Always want more formatting freedom.” – Georgia state agency employee “We use tables for layouts even though we know its not encouraged.” – Georgia state agency employee
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Photo by Evan Dennis
CONTENT
INVENTORY CONSIDERATIONS • Grab everything • Examine the edges •
Aggregate *and* divide
GRAB EVERYTHING Photo by Kyrios Kyriakos
EXAMINE THE EDGES
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OTHER PROPERTIES • Statistics from Google Analytics • <H1> /
<TITLE> length • Text : HTML Ratio • Custom properties
AGGREGATE *AND* DIVIDE Photo by Anthony Intraversato
PDF HTML DOC
None
Photo by AbsolutVision
BUILD BRIDGES (OR TUNNELS)
REACH OUT Photo by Kal Visuals
FIND A CHAMPION (AND BE ONE YOURSELF) Photo by Gabrielle
Braga
COLLABORATE ON SOLUTIONS
None
VERIFY SOLUTIONS
MULTIPLE PEOPLE
MULTIPLE FORMS
MULTIPLE TIMES Photo by Qingbao Meng
Photo by PeopleImages
MEASURE + ITERATE Photo by Isaac Smith
IDENTIFY Photo by ar130405
ANALYZE Photo by Mick Haupt
SOCIALIZE Photo by burst
AGGREGATE AND COMPARE Photo bu Adie Wubben
STICKS Photo by Alicja
Umbrella (Digital Services) Subsidiaries (State Agencies) Users (Citizens)
Digital Services Agencies Users Consistent, device-agnostic, accessible information Better metrics
and reporting, more consistent content, less agency support Flexible tools to manage their content without the wall of text issues.
EVOLUTION NOT REVOLUTION Photo by Suzanne D Williams
THANK YOU