Frankencontent. We all know that monster when we see it. Off-brand, off-message, off-the-wall – it’s what happens when too many stakeholders spoil the content. So what can you do when the politics, culture and hierarchy of your organisation mean complex sign-off processes getting in the way of good content? Catherine Toole, Econsultancy’s Content Strategy trainer and Sticky Content CEO, shares practical tips on how to manage stakeholders, retain content quality and avoid creating a monster.
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28. Winter walks in the UK: top 10 trails
Hiking in the UK can be a rewarding, exciting activity for people of all ages and levels of
experience. Mountain Warehouse has compiled a list of the top ten hikes to be found in
diverse areas of the country, all for your walking pleasure. And when you’ve picked your
hike, head to our Walking section and pick up all the gear you’ll need.
1.
Tackle one of Yorkshire’s Three Peaks – Yorkshire Moors
If you love to hike, but secretly fancy yourself as a bit of a climber, get up close and personal
with the Pen-y-Ghent. Prepare yourself for an exhausting climb that offers fantastic views
and an exhilarating descent. At the bottom you’ll find a gaping hole that extends two
hundred feet down into an underground river.
2.
Hike to a medieval tower – Glastonbury, Somerset
Not just the home of loud guitars and hippies, Glastonbury is actually one of the most
mystical places in England, with holy wells and crumbling towers steeping the landscape in
history. Start at the Chalice Well, and take the path to the top of Glastonbury Tor and its
medieval tower.
3.
Take on Striding Edge – Lake District
Like a little terror with your trekking? Striding Edge is a notoriously precarious walk, and
only for the hardiest of hearts (and most dedicated of mountain lions). This is a winding,
narrow path that leads up from Red Tarn to the summit of Helvellyn, in the Lake District.
4.
Journey along the Coast to Coast – Lake District to Robin Hoods Bay
England's classic "Coast-to-Coast" walk is thought of by some as one of the top ten hikes in
the world. It traverses a long distance, from the Irish Sea to the North Sea, snaking through
three national parks: the Lake District, the Yorkshire Dales and the beautiful plains of the
North Yorkshire Moors.
5.
Challenge yourself on England’s longest hike – Somerset to Dorset
The longest of the long England hikes has got to be the South-West Coast Path – at 630
miles. It will send you soaring to the heavens then plunging to sea level in the blink of an
eye. You can also expect sleepy fishing towns, bleak, antiquated landscapes and sandy
beaches with dramatic waves.
6.
Walk along Hadrian’s Wall – Solwat Firth to the Tyne River
Built in 122AD to mark the northernmost outpost of the Roman Empire, Hadrian’s Wall
provides a historically rich spine from which numerous different routes begin. Both
scenically stimulating and an authentically educational experience, choose your route and
go accompanied by one of the most impressive examples of ancient engineering known to
the modern world.
7.
Climb to the top of Ben Nevis – Fort William, Scotland
The hike up to the UK’s highest mountain is perhaps one for more experienced hikers, as it
is not without its dangers. The summit is 1,344m up, so leave plenty of time for your ascent.
The panoramic splendour of the view at the top is worth every trudging footprint.
29. 8.
See prehistoric rocks on the Malvern Hills – Worcestershire and Herefordshire
A miniature mountain range, these hills contain some of the oldest rocks in Britain at 650
million years old. Prehistoric, challenging and steeped in history – what’s not to love? If you
want to experience the thrill of mountain climbing without the terrifying altitude, the Malvern
Hills is the place for you.
9.
Walk along the white cliffs of Dover – Dover, Sussex
Discover the world famous white cliffs with this steep and dramatic walk. The legendary
coastal path offers unparalleled views of the English Channel and France. Other sights include
the crumbling remains of a military prison and an abundance of rare plants and wildlife
10. Hike to the top of Sugar Loaf – Brecon Beacons, Wales
This rocky – and sometimes treacherous – walk leads to the 600m high Sugar Loaf, one of the
most popular landmarks in Wales. Its highest point is a winding ridge that offers great views of
the Bristol Channel and the Malvern Hills. It can be dangerous, but as long as you come
prepared hiking at the Brecon Beacons should be a breeze.
Found a hike that excites you? Pick up all the equipment and
clothing you’ll need in our Walking section.
52. How will you tame senior management?
•
•
•
•
•
build trust
demonstrate value
map strategy to shared goals
be low-maintenance
make them look good
Image copyright Disney Corporation.
56. Come and see us at our Stand 4 for:
• a free copy of the State of Digital Copywriting survey
• a voucher to save £50 on any of our training courses
follow us
@catherinetoole
@stickycontent
#B2BConf
www.stickycontent.com
Notes de l'éditeur
Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee10:35 - 10:55 / Track: EngagePre-book your sessionsFrankencontent. We all know that monster when we see it. Off-brand, off-message, off-the-wall – it’s what happens when too many stakeholders spoil the content. So what can you do when the politics, culture and hierarchy of your organisation mean complex sign-off processes getting in the way of good content? Catherine Toole, Econsultancy’s Content Strategy trainer and Sticky Content ceo, shares practical tips on how to manage stakeholders, retain content quality and avoid creating a monster.
We asked 400 content professionals: what’s the State of digital copywriting?
We asked 400 content professionals: what’s the State of digital copywriting?
How does this happen? Mashup of results of state of copywriting AMENDS, STAKEHOLDERS, PLANS BEING HIJACKED, NO BRIEF
Copy starts off so well (banking copy + brand + compliance + product + seo) and everyone adds something – a frogs leg of x and a batswing of y…. Suddenly it’s incomprehensible, unreadable, often too long for mobile etc.You work hard to earn what goes into your current account. So shouldn’t that account work hard too?Our Instant Sweep Saver takes any spare money you don’t need for your day-to-day life and puts it where it can earn more interest. But if you need it for anything, you can sweep it back at the touch of a button…It’s easy to switch to an instant sweep saver: simply go to www.newbank.co.uk/sweepsave and we’ll do the rest
Copy starts off so well (banking copy + brand + compliance + product + seo) and everyone adds something – a frogs leg of x and a batswing of y…. Suddenly it’s incomprehensible, unreadable, often too long for mobile etc.
S
tate of digital question 1: where do you expect to find the best copy… PRINT (mention the PA) hierarchy great editorial comes out of great editorial processes (rules, governance and NOT everyone entitled to publish)
Mobile first – readability (see KPMG)
digital –first writing, mobile first (mobile readability stats) scannable, modular,Newspaper has chosen an order of things: you read in an order/navigate through a setDigital is about reliquishing control of the reader (they may land from anywhere) share of attention (understand how people read online) – student consumption (7nthings simmutaneously) switch devices (start on a mobile finish on a PC/email triage)
Strong repeatable formats
The survey bears out that many of you are dealing still with too many stakeholders…
Divide up content inventory – what needs to be priority 1,2, 3
Our in a dantean circle of amends hell…
Let your
Amends come from lack of clarity at briefing – not enough briefs Have a statement of intent for everything you produce
Email from a client telling me how well this has worked…
Senior management causes the most problems
How do you get senior management on side? Build trust; demonstrate value; map to shared goals; be low-maintenance; make them look good.