All marketers know that it isn’t enough to push any outdated content out into the ether and hope for the best. All content that reflects company or your brand ought to have something to resonate with your customer base; also that something is ‘purpose’.
In the recentTogether We Are Better (TWB) Conference in London,Bea Karol Burks, CDO of Tinder Foundation, spoke about creating content with purpose, drawing on her experience in working with Citizens Advice in addition to in her present role.
In Citizens Advice, Burks was confronted with a high volume of individuals that came to the site. They could be exceptionally emotional, worried or stressed so making content informative and accessible was crucial.
“People ask for help with work at 3pm, and divorce at 3am,” said Burks. “Maintaining your content simple and focused is key.”
We can all get caught up by making things look sleeker and utilizing all the technology available to us, however this workout proves how vital content still is
Understanding the terminology of your users is critical, “for many people in this area,” she continued, as “going online a part of our lives. We feel comfortable locating the info we are in need of, however it’s important not to make any assumptions about what is clear or not to users.”
At Tinder Foundation (the digital inclusion charity), ” Burks deals with folks of all ages with a limited digital language, which means that learning what they need and what content they respond to is very important.
Content is ‘vital’
“We recently ran a focus group with novice web users, who moved past webpage prompts, such as the tool bar, to browse the content in order to comprehend how to navigate the webpage,” she clarified.
“We can get caught up by making things look sleeker and using all the technology available to us, however this exercise demonstrates how vital content still is.”
Creating articles is a team game; it having the governance and takes users, content designers, copy writers programmers, researchers and workflows in place.
“By involving these components, charities can focus on their digital content, making sure that each element has a goal. The user driven approach can dramatically change the impact that charities have.”
TWB Conference
The TWB Conference brought together speakers from Google, Buzzfeed water, ” The Guardian, Breast Cancer Care, Charities Aid Foundation and Tinder Foundation to talk about how technology had shaped their own strategy – including on topics such as marketing.
In accordance with Lauren Lennard,TWB Conferencedirector:”We’re always looking at ways we could enhance our community and make it work better,” proceeds Lauren. “Alongside our events programme and resources on our site we will soon be introducing a mentor strategy, where we’ll be inviting members to steer others within the community how they could influence organisational change, drive innovation and benefit society by design and technology.”
Together We Are Better will establish a events programme for 2017 in line and currently run four occasions each year with the brands.
