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Defending design
Writing to influence
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X
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“If you haven’t written it
down, it’s ephemeral.
And if it’s ephemeral, it’s a
big fat waste of time.”
- Donna Spencer
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X
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“A writer is someone for
whom writing is more
difficult than it is for
other people”
- Thomas Mann
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Curse of knowledge
Frontloading
Abstraction
Layering
Storytelling
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Curse of
knowledge
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Frontloading
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Most important
Less important
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No content
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Page
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Para
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Sentence
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Before….
Healthier Work Content
Strategy
1. Introduction
2. Current state of your content
3. Future state of your content
4. Roadmap
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… After
Healthier Work Content
Strategy
1. Introduction
2. Future state of your content
3. Roadmap
4. Research summary
Healthier Work Content
Strategy
1. Introduction
2. Current state of your content
3. Future state of your content
4. Roadmap
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Let’s fix this!
About Flange
Flange is a 100% distributed organisation,
meaning we have experience managing
consultations online.
Our team includes Rick Flange, Co-founder
and lead strategies, Marjorie Flange, Senior
researcher and Derrick Biggins, Researcher.
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Layering
information
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Bite - snack - meal
@mattmfenwick
truenorthcontent.com.au
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The bite…
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The snack…
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Where’s my snack? I want my snack!
Bite
Meal
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Where’s my snack? I want my snack!
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Where’s my snack? I want my snack!
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The ladder of
abstraction
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Abstract
Concrete
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Abstract
“What’s that?”
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flange.
We exist to unlock tomorrow
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Concrete
“So what?”
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Concrete
“So what?”
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Concrete
“So what?”
“So what?”
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Concrete
“So what?”
“So what?”
“So what?”
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Concrete
“So what?”
“So what?”
“So what?”
“So what?”
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Concrete
“So what?”
“So what?”
“So what?”
“So what?”
“So what?”
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Let’s fix this!
“Users added an item
to cart in 20% of cases”
So what?
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Story
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A good story has…
1. Character
2. Stakes
3. Movement
4. Resolution
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ZZZZZZZZZ
1. The client asked us to do some work
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ZZZZZZZZZ
1. The client asked us to do some work
2. We knew we’d be awesome going in, and sure
enough we were
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ZZZZZZZZZ
1. The client asked us to do some work
2. We knew we’d be awesome going in, and sure
enough we were
3. Everything worked out exactly as expected
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Which type of communicator are you?
Bard
Linear time
Payoff at the end
Steward
Listing facts
Others interpret
Scout
Pay-off upfront
Progressive info
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But what do I do?
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Your customer’s customer journey
Gathering
support
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Your customer’s customer journey
Gathering
support
Pitching
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Your customer’s customer journey
Gathering
support
Pitching Negotiating
scope
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Your customer’s customer journey
Gathering
support
Pitching Negotiating
scope
Discovery
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Your customer’s customer journey
Gathering
support
Pitching Negotiating
scope
Discovery Delivery
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Your customer’s customer journey
Gathering
support
Pitching Negotiating
scope
Discovery Delivery Nurturing
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Writing is a craft
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No content
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Writing is a team sport
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Writing bugs?
Your email
Your question
No spam 🤝
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Thank you!
E: [email protected]
LI: MattMfenwick
Ph: 0429 850 423
Content strategy
Content design
Training
ConteRATEG