ERG Content Everywhere Content Everywhere www.erg.com Or, navigating digital communications without losing your mind or blowing your budget
ERG NOTE TO DRUPAL GOVCON Content Everywhere www.erg.com // Not my actual proposed presentation This is a sample that contains some of the themes I would discuss. But it is not the actual presentation . That would combine the first half of this presentation with parts of another that discusses writing modular content and one that presents Drupal card stacks . This one provides a sense of my presentation style. I’ve given this particular talk dozens of times for government & nonprofit audiences.
Content Everywhere ERG #01 THEORY www.erg.com
ERG DIGITAL Content Everywhere MEDIA UNIVERSE
Content Everywhere ERG ING. LM. WHE ER. OV. www.erg.com
02 ERG REPORTS 01 USER GUIDES/MANUALS TRADITIONAL PRODUCTS Content Everywhere www.erg.com 03 CASE STUDIES 04 FACT SHEETS
ERG Content Everywhere www.erg.com
ERG MICROSOFT WORD MAKES ME SAD Content Everywhere
ERG FORMATTING CAN Content Everywhere SHOW MEANING www.erg.com But they’re not equivalent //
ERG Content Everywhere www.erg.com THE WEB IS THE FIRST MEDIUM TO MAKE IT POSSIBLE TO SEPARATE CONTENT FROM PRESENTATION.
ERG 33% 14% Zero Downloads <250 Downloads Not one single That’s about once person. Ever. per CBO employee. Content Everywhere www.erg.com That’s <1% of There are 19,000 World Bank economists in the U.S. <100 Downloads >250 Downloads employees. 40% 13%
ERG Content Everywhere VALUABLE ATTENTION IS www.erg.com
ERG ONCE UPON A TIME Content Everywhere This was the only way to get authoritative information.
L O G O D E S I G N 1 ZETTABYTE Presentation 1,000,000,000,000,000 MEGABYTES // The Internet in 2016
L O G O D E S I G N Presentation 540 MB www.erg.com
ERG TEN. ON. AT. TI. Content Everywhere www.erg.com The real design problem [for the Internet] “ is not to provide more information to people but to allocate the time they have available for receiving information so that they will get only the information that is „ most important and relevant to the HERBERT SIMON decisions they will make. The science of the Artificial
ERG 1 HIGHLY-DIFFERENTIATED CONTENT abundance Content succeeds when it’s unlike what others are creating—think Game of Thrones Content Everywhere www.erg.com vs. a police procedural. requires differentiation 2 EXCEPTIONAL USER EXPERIENCE If your content isn’t differentiated, then the user experience must be. The product must be better in some way that users care about.
CO. TE. NT. ERG N. Chart Descrip/on Title Content Everywhere www.erg.com Text Block Highlight Text Chart URL Short Descrip/on Image
ERG Content Everywhere Highlight Text Chart TW. E. ET. URL www.erg.com
CO. TE. NT. ERG N. Chart Descrip/on Title Content Everywhere www.erg.com Highlight Text Text Block Chart URL Short Descrip/on Image
ERG Content Everywhere Chart FA. CE. BO. OK. Chart Descrip/on URL www.erg.com
CO. TE. NT. ERG N. Chart Descrip/on Title Content Everywhere www.erg.com Highlight Text Text Block Chart URL Short Descrip/on Image
ERG Content Everywhere Title Highlight Text Chart Image IN. FOG. RAP. HIC. Chart Descrip/on www.erg.com
CO. TE. NT. ERG N. Chart Descrip/on Title Content Everywhere www.erg.com Highlight Text Text Block Chart URL Short Descrip/on Image
HTM. REP. ORT. ERG L. Chart Descrip/on Title Content Everywhere www.erg.com Highlight Text Text Block Chart Short Descrip/on Image
ERG Content Everywhere NEW PROCESS www.erg.com
Content Everywhere ERG #02 PRACTICE www.erg.com
ERG START Social Media Blog Posts 1 4 Series of short posts, each Two case studies written with an associated “card” in narrative style and two that shows a single fact. 1st-person travelogues. types of Content Everywhere Case Studies Video www.erg.com CAMPAIGN 2 5 Five longer, embeddable, One silent-movie style CONTENT card-based versions and introductory video, reused four short, photo-based. across many pages. Explainers Longform 3 6 Three card-based, One long, scrolling, embeddable, and research product in a reusable explainer stacks. narrative style.
ERG sample social Content Everywhere www.erg.com #01 SOCIAL media posts
ERG Uploaded as images attached to social media posts. Content Everywhere www.erg.com Social Media Cards // Can use each card in multiple posts.
ERG two kinds of Content Everywhere reusable www.erg.com #02 CASE STUDIES case studies
ERG Content Everywhere LONG // Case Studies HAIKU DECK www.erg.com
ERG PHOTO- SHORT Content Everywhere www.erg.com BASED // Case Studies
ERG two types Content Everywhere of www.erg.com #03 EXPLAINERS explainers
ERG // Modular content is multi-use by design Explainers will incorporate Content Everywhere www.erg.com social media cards and photos from case studies .
ERG FOLD Content Everywhere www.erg.com TEXT-BASED EXPLAINER WITH SUPPLEMENTARY MULTIMEDIA. // Public Relations Worldwide
ERG STACKER Content Everywhere // From Successful ADs Report LIGHTLY-ANIMATED EXPLAINER.
ERG two types Content Everywhere of www.erg.com #04 BLOG POSTS blog posts
ERG CASE STUDIES Content Everywhere www.erg.com // Style One Written as narrative newspaper-style features, supplemented with photos.
ERG TRAVELOGUES Content Everywhere www.erg.com // Style Two Written as first-person journal-style “what I learned on my trip” essays.
ERG // Modular content is multi-use by design Content Everywhere www.erg.com Blog posts can embed explainers and video .
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