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1SERVES A PURPOSECONTENT ...HAS MEANINGHAS CONTEXTHAS A RECIPIENT/ READER/VIEWERHAS A VOICEIS A PACKET OF INFORMATION (WHAT) COMPRISING WHO (AUDIENCE) with WHERE (CHANNEL) with WHEN (TIMING)HAS A COMMUNICATIVE PURPOSEIS INFORMATION IN CONTEXTIS NOT DATAIS NOT CODEIS FINDABLEIS ACTIONABLEIS USABLE
Content is.the answer to who caresnot a channela fusion of IA, editorial, user experiencea truly holistic approachmarketingnarrativeopinion.fact.instruction2
Content is.a service conversationan infographicmeaninga sales conversationa name or titleadvicepropagandatestimonialliesfeatures and benefitsinfluence3
Content is.about what the user needsinformation that helps you achieve a goalsomething that presumes a recipientpicturesdiagramsexpressed in a shared mode of understandinginstructionlanguage basedarchivesPRtext4
Content is.documentationmicrocontentparsablevideoa vehicle to connect with and engage your audiencea way to capture & communicate your brands voicethe flesh surrounding your metrics mechanismwhat gives life/meaning to your data pointswords, audio, video, imagery that is organized to make senserefined information, suitable for consumption5
Content is NOT.a thinga channela containerindependent of the larger culture6Content STRATEGY .is the intermediary step between INFORMATION and CONTENTputs content into context
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Doodles on content

  • 1. 1SERVES A PURPOSECONTENT ...HAS MEANINGHAS CONTEXTHAS A RECIPIENT/ READER/VIEWERHAS A VOICEIS A PACKET OF INFORMATION (WHAT) COMPRISING WHO (AUDIENCE) with WHERE (CHANNEL) with WHEN (TIMING)HAS A COMMUNICATIVE PURPOSEIS INFORMATION IN CONTEXTIS NOT DATAIS NOT CODEIS FINDABLEIS ACTIONABLEIS USABLE
  • 2. Content is.the answer to who caresnot a channela fusion of IA, editorial, user experiencea truly holistic approachmarketingnarrativeopinion.fact.instruction2
  • 3. Content is.a service conversationan infographicmeaninga sales conversationa name or titleadvicepropagandatestimonialliesfeatures and benefitsinfluence3
  • 4. Content is.about what the user needsinformation that helps you achieve a goalsomething that presumes a recipientpicturesdiagramsexpressed in a shared mode of understandinginstructionlanguage basedarchivesPRtext4
  • 5. Content is.documentationmicrocontentparsablevideoa vehicle to connect with and engage your audiencea way to capture & communicate your brands voicethe flesh surrounding your metrics mechanismwhat gives life/meaning to your data pointswords, audio, video, imagery that is organized to make senserefined information, suitable for consumption5
  • 6. Content is NOT.a thinga channela containerindependent of the larger culture6Content STRATEGY .is the intermediary step between INFORMATION and CONTENTputs content into context

Editor's Notes

  • #3: Its a story with innovation as the overriding theme of the campaign and DM as the driver.Ill start with some background.As you may know, RBCs brand promise is around advice that helps Canadians reach their financials goals. You see this in their tagline AYCBO, in all their advertising, on their website at their online advice centre but their advice is best delivered and experienced in the high-touch F2F environment of the retail branch, where experienced financial advisors can have meaningful conversations with clients.But in 2011 when more and more of us are doing our banking online and at ATMs, how do you get people to physically visit a branch? After all, what do you think of when you close your eyes and think of a bank branch? A row of tellers, a lineup, a few ATMs, maybe a coffee machine.Not exactly compellingand certainly not adding any value to your life.RBC thought hard about its branches, and what would be a better customer experience. They looked beyond their direct bank competitors (the green, red, and claret banks) to the retailers who really draw customers in numbers.They looked at brands like Apple, for example, whose retail stores are open and encourage exploration.
  • #4: Its a story with innovation as the overriding theme of the campaign and DM as the driver.Ill start with some background.As you may know, RBCs brand promise is around advice that helps Canadians reach their financials goals. You see this in their tagline AYCBO, in all their advertising, on their website at their online advice centre but their advice is best delivered and experienced in the high-touch F2F environment of the retail branch, where experienced financial advisors can have meaningful conversations with clients.But in 2011 when more and more of us are doing our banking online and at ATMs, how do you get people to physically visit a branch? After all, what do you think of when you close your eyes and think of a bank branch? A row of tellers, a lineup, a few ATMs, maybe a coffee machine.Not exactly compellingand certainly not adding any value to your life.RBC thought hard about its branches, and what would be a better customer experience. They looked beyond their direct bank competitors (the green, red, and claret banks) to the retailers who really draw customers in numbers.They looked at brands like Apple, for example, whose retail stores are open and encourage exploration.
  • #5: Its a story with innovation as the overriding theme of the campaign and DM as the driver.Ill start with some background.As you may know, RBCs brand promise is around advice that helps Canadians reach their financials goals. You see this in their tagline AYCBO, in all their advertising, on their website at their online advice centre but their advice is best delivered and experienced in the high-touch F2F environment of the retail branch, where experienced financial advisors can have meaningful conversations with clients.But in 2011 when more and more of us are doing our banking online and at ATMs, how do you get people to physically visit a branch? After all, what do you think of when you close your eyes and think of a bank branch? A row of tellers, a lineup, a few ATMs, maybe a coffee machine.Not exactly compellingand certainly not adding any value to your life.RBC thought hard about its branches, and what would be a better customer experience. They looked beyond their direct bank competitors (the green, red, and claret banks) to the retailers who really draw customers in numbers.They looked at brands like Apple, for example, whose retail stores are open and encourage exploration.
  • #6: Its a story with innovation as the overriding theme of the campaign and DM as the driver.Ill start with some background.As you may know, RBCs brand promise is around advice that helps Canadians reach their financials goals. You see this in their tagline AYCBO, in all their advertising, on their website at their online advice centre but their advice is best delivered and experienced in the high-touch F2F environment of the retail branch, where experienced financial advisors can have meaningful conversations with clients.But in 2011 when more and more of us are doing our banking online and at ATMs, how do you get people to physically visit a branch? After all, what do you think of when you close your eyes and think of a bank branch? A row of tellers, a lineup, a few ATMs, maybe a coffee machine.Not exactly compellingand certainly not adding any value to your life.RBC thought hard about its branches, and what would be a better customer experience. They looked beyond their direct bank competitors (the green, red, and claret banks) to the retailers who really draw customers in numbers.They looked at brands like Apple, for example, whose retail stores are open and encourage exploration.
  • #7: Its a story with innovation as the overriding theme of the campaign and DM as the driver.Ill start with some background.As you may know, RBCs brand promise is around advice that helps Canadians reach their financials goals. You see this in their tagline AYCBO, in all their advertising, on their website at their online advice centre but their advice is best delivered and experienced in the high-touch F2F environment of the retail branch, where experienced financial advisors can have meaningful conversations with clients.But in 2011 when more and more of us are doing our banking online and at ATMs, how do you get people to physically visit a branch? After all, what do you think of when you close your eyes and think of a bank branch? A row of tellers, a lineup, a few ATMs, maybe a coffee machine.Not exactly compellingand certainly not adding any value to your life.RBC thought hard about its branches, and what would be a better customer experience. They looked beyond their direct bank competitors (the green, red, and claret banks) to the retailers who really draw customers in numbers.They looked at brands like Apple, for example, whose retail stores are open and encourage exploration.