The goal of the following information is to help you spark interest in what you are ‘advertising.’ Specifically, this document details how to compose engaging content for various mediums.
Lifepoint Information Flow (for insiders)
The “Information Flow” at Lifepoint is that, when possible, content in the Listening Guide and E-news should be identical. As these mediums are usually a first touch point of information (since we put this info in front of people), this content should be brief and provide only essential information to capture interest. The next points in the information flow is the app and website. App information is in transition of becoming more visited/valuable than web information, however at Lifepoint our app information is often synonymous with calendar information so providing links to the website is completely acceptable. People still expect app information to be quick and concise and understand that web info could be more thorough.
Website information at Lifepoint is the final destination of information to answer all questions, find any information, download all forms, etc…Concise text is still appreciated, but that should never come at the expense of providing thorough information. In this medium, layout plays an especially important role.
Below are some more specifics/guidelines on how to communicate in each medium.
E-news
It is also critical that we don’t overwhelm the user with more info than is absolutely necessary. As both of these mediums are often in list format, compose the content so that the user can scan the content for what they need. Less information will likely result in the user catching what you need them to know. Below are examples:
- DON’T SAY
- Are you ready for a spiritual adventure? Is your heart longing for hope and you need a recharge? Then summer camp may be exactly what you need. We will have a great speaker, play fun games, relax by the beach and much much more. The camp will be held the week of Sept 14 to Sept 19 and the cost is $59 per student who is interested. We are offering scholarship to those who bring friends. You can register at lifepointohio.com/loooooooong-url/students/camp/summer and you can email any questions you may have to [email protected]
- DO SAY
- Summer camp Sept 14-19. $59/person. Panama Beach. Scholarships available. More details at short-url.com
The first option is so long that a user won’t engage. The second option provides the info they need and points them toward where they can get more info if desired.
“Email” in this section is distinguished as different from “E-news” in the previous column
This pertains to emails sent through Mailchimp that is NOT the E-news but ARE sent to multiple Lifepoint users
Make your emails clear first and catchy second. Catchy emails are great, but only if they’re also clear enough to make your audience want to click on them. Focusing on writing clear emails ensures that your audience will understand the purpose. An added bonus: you won’t be going out of your way to develop email campaigns that don’t draw real results.
What’s more, emails that are clear boost the authority of the current message as well as future messages since they promise only what they can deliver, and help readers develop realistic expectations.
Below is a link to some concise ideas Mailchimp recommends for writing emails to produce results in readership and retention.
# Social Media
(in this context “social media” refers to free posts, not paid ad campaigns)
Social media is a critical piece to modern day communication, but at Lifepoint social media alone can NOT be relied upon as effective and comprehensive communication.
The current half life of a post on social media is less than 30 minutes. This formula is constantly changing but this means that what we post today has a great chance of not being visible when we need our users to have the information even later on in the same day. Social media should only be used as part of the funnel of information to get people to where the information exists (App & Website) but should not be relied upon.
App
Currently, the Lifepoint App pulls dynamic content for events from a feed that is generated from CCB events (calendar). Once events are listed in CCB that information automatically populates in the app.
Due to the smaller medium that is exclusively visible on mobile devices, concise information is key.
If more or more detailed information is necessary, it might become necessary to put the information on the website in some place other than the calendar/events space.
Every day the App is becoming more popular so keeping things as concise as possible so they are able to stay on the app is going to create more buy in for your event.
Website
The website is currently the final destination for content. All content should be on the website in a way that is aesthetically pleasing and has logical layout. Since all other communication mediums are restricted by amount of characters or small spaces, the website may be the only option for providing all the content one is trying to gather.
Keeping in mind that the earlier touch points are places where you should provide all the information one needs for an event but to also allow the user to know how to find out what they want. The website (if not the website and app) should have all information that they need and want.
Note: If the event organizer fills out the Project Request Form with complete and concise information, Creative Arts will handle the aesthetic and flow.
