Manuel Pueyo

We are content coaches

Manuel Pueyo · Apr 16, 2020 ·

Our mission in life is to help teams to create, publish and manage their web content “assets” & do it efficiently.

What does a content coach do?

Once you have a content strategy you need someone who ensures that the strategy is being effectively implemented by your team. We will monitor your KPIs, guide your content creation process, train your team on writing content, and generally ensure success.

Why did I decide to become a content coach?

I love to see brands that have good content. Seeing teams taking advantage of the web as a publishing medium is powerful. Good writing equals good thinking. And I like to see brands and teams that think. It takes big teams to achieve this.
Organizations and brands need to be braver. Brands need to stand out and be bold. Say what they think about things. How do they position themselves in this world in transformation. But also say what they are good at. What they like to do.
I also believe that good content we can save us from pollution= Information overload. We can make the web great again if we start designing our websites starting from the content. Good content solves people’s problems. Good content holds real value for the reader.

We are Content Strategists

Manuel Pueyo · Apr 6, 2020 ·

What is a Content Strategy ?

What is content?

In our ebook on How to Create Good Content we defined content as “knowledge in consumable formats that may include blog articles, but also videos, podcasts, social media posts, emails, webinars, info graphics, cartoons, quizzes, assessments, eBooks, tutorials, FAQs…”.

When do you need content strategy?

You need a content strategy when you meet these 2 conditions
1) Your brand / business is present online with a website.
2) You have decided to regularly update this website with content.

Why would it make sense to regularly update your website with relevant content?

It depends on the goal you are trying to achieve through content which could be probably:

Sales: the content you create helps brings more visitors to your website and see you value proposition.
Loyalty towards your users: give them valuable information.
Other purposes… for instance, you want part of your legal operations to be digitized.

What is included in a content strategy?

Websites are an ongoing processes. They are living ecosystems updated by people using digital tools. Your website changes and adapts with you and your projects. It is never a finished artifact: they are constantly tweaking and iterating.

Your team may need to become anyway an editorial factory. Like a publisher that creates produces and maintains this content. You must have planned a budget for that.

If your objective is to produce content regularly and keep it ongoing you need a strategy. This is essentially how are you going to make it happen.

A content strategy is a strategic paper that allows you to define all you need to do to go from point A to B.

Point A	Point B
My website has no content	Team regularly creates content
My website has bad content	Team regularly maintain content

Getting to point B is not an easy thing to do so you need to include elements like:

business goals
user needs
editorial mission
people and processes
governance
roles and responsabilities. what are the skills you have in house and who is going to do what
explanation of how we structure and organize this content in the Content Management System (cms)
metrics and kpis
maintenance
SEO analysis: including a keyword research, list your target keywords, local seo audit of your webstie,
Tools: cms, writing tools, analytics and seo tools, project management tools

How does a content strategist gets paid?

We are going to land in your team and try to understand your context. This is work that involves time reading your business strategy & comms strategy, meeting different team members to understand what they do, facilitating meetings and strategic conversations with your team.

At the end of the process you will get a Strategy Paper.

This usually takes about 8 to 10 calendar days of work.

Writing smart content for the Web: train your lawyers to create really good content

Manuel Pueyo · Feb 12, 2020 ·

With the internet providing the most powerful means of distribution, design has become the most effective mean of differentiation.

There are billions of pages on the internet. To do better than your competitors, you simply need smarter content.

Smart content is usable. It doesn’t only provide the information people need but makes that information easy to access, understand, and act upon. It has audience-appropriate terminology and literacy level, clear and consistent formatting and presentation.

In this course, we will walk, hand in hand, with your team members on a journey
towards creating smart content by finding the words that will help them achieve
professional objectives. Finding the words, that your clients use and understand.

Who is this workshop for?

Law firms. But also professional service sector teams (accountant, insurances, institutions, NGO) who are investing in digital content as an strategic business asset. They want to get more results out of their web content and they want to train their employees on how to write for the web.

Is your law firm investing strategically in web content as a marketing or business asset? Then this workshop might be for you:

For your lawyers writing for the web, improving their productivity, efficiency and effectiveness.
For your communication and business development team.

What is the size of the law firm?

A team of minimum 7 members who are committed to writing and putting in place an editorial strategy for their website.

Spoiler Alert ! An inbound content strategy involves a lot of work and time. In order to stand out from the crowd you are going to have to write creative usable content on a regular basis for a long period of time. This is expensive to produce and no short term outcomes can be expected .

Training Purpose

To make lawyers sharp marketers and better web writers.
Help them to write legal texts that are simple, accessible and more engaging.
Raise awareness about the importance of design and creative web content as the key to “stand out” from your competitors.

Learning Objectives

After this training participants will be able to:
Improve their professional writing process: What are the different phases that I could go through as a writer to draft a text?
Discover new ways to do research on audience needs.
Understand how people read on websites and mobile devices and how this is different from print.
Discover the main principles of web writing. How to fully benefit from the resources that the web offers you as writer/editor: bullets,links, catchy headline, headings, CTA

Keywords

content design, userneeds, jobstories, ux writing, content strategies,

Agenda

Full day course from 9:00 to 17:00
Parts:
1)Intro
How digital is transforming your work?
Content is part of your service content is part of the user experience
What is good content?
2)How people read on screens?
3)Writing Method (efficient and effective)
4)Exercise / Play
Use your creativity to write your headlines with constraints.
5)Principles of web writing
6)Keeping Standards

Participants will have to write their own full blog article to be reviewed by the trainer in one week.

Sources and Books

Content Design. Sarah Richards

Killer Web Content. Gerry McGovern

Content Strategies for the Web. Kristina Halvorson

Designing Connected Content. Mike Atherton. Carrie Hane

On writing well. William Zinser

Everybody writes: Handley

Costs

Get in touch directly with the trainer (manuelpueyo@bigkidscontent.com) We will
make you a tailored budget proposal that suits your office.

Practical Info

Number of people:8

Training will be in English

Créer un contenu digital intéressant: une clef de succès pour votre cabinet d’avocats

Manuel Pueyo · Feb 3, 2020 ·

Les cabinets d’avocats sous-estiment souvent l’importance du marketing de contenu pour développer leur clientèle.

Cette stratégie digitale consiste à attirer du trafic sur son site web en proposant des réponses aux questions que se posent les clients potentiels autour de votre activité.

Les mots que vous choisissez font partie de l’expérience que vous offrez à vos clients (présents et futurs). Ces clients sont habitués à cliquer sur un bouton du site Amazon et àrecevoir un produit le lendemain. Ils cherchent la même expérience avec leur cabinet juridique : cliquer sur un bouton et obtenir la solution à leur problème.

Comment y arriver ? Tout simplement en apprenant à produire des contenus bien référencés sur les moteurs de recherche, à présenter des sujets qui répondent aux attentes de vos clients potentiels et à maîtriser les techniques du storytelling.

Cette formation s’adresse principalement à des avocats qui travaillent dans un cabinet de taille moyenne/grande (entre 10 et 50 membres) qui veulent promouvoir leurs services par une approche centrée sur les contenus.

Lors de la formation, nous vous fournirons une méthodologie d’écriture professionnelle pour créer des contenus plus efficaces en moins de temps.

Appellez nous pour recevoir une offre detaille pour votre cabinet.

MANUEL PUEYO

Content Designer

T: +32 2 899 94 54

M: +32 484 834 767

manuelpueyo@bigkidscontent.com

Where do we stand in the online advertising business (and why)?

Manuel Pueyo · Apr 17, 2018 ·

Hello. We are the Big Kids! What do we do? We are a content marketing agency. We are fascinated about the power of design thinking as the guiding method for structural transformation inside organizations.

These days, if you want to use the web as a marketing tool there are so many options. Where should I start? What should I say? How should I spend my limited resources? It is difficult not to get lost.

We help you find your way

Start by analyzing your team (writing good content is a team sport). What is positive inside your team? What capacities do they already have or which ones are they missing? What are they passionate about?

We are platform neutral

Our mission in life is to help you to create better web content. Being platform neutral means that it is up you to decide where do you place the content you create. We stand for the open web, we want to make the web a better place but also we need to be realistic (walled-gardens exist) and you should put your content where the audience is.

We are format flexible

We are flexible in terms of content formats: and we encourage you to be flexible and playful as well. In uncertain and volatile contexts, the best way to go is to launch clumsy small experiments that take advantage of the rich array of formats the web offers you. Try to find the one that is more suitable to deliver value to your reader but also the one your team is comfortable with.

Everybody writes

This is what we tell to our clients: don’t spend your money paying a content writer from outside. Write your own content: we want to see more budgets going to teams building their own capacity to produce good content.

This is where design thinking comes handy. We encourage our clients to nurture a content production ecosystem inside the organization. Go for quality on the long term. Make your team learn the basics of writing for screens. Find your niche: find an opportunity to deliver value through content. You probably wont be able to produce journalistic pieces from scratch but I believe that everybody can create useful and functional pieces of content that meet a need.

We nurture communities

Focus on community building is absolutely worth it in the long term: write good content but don’t forget distribution. Distribution means to take some time to nurture a community of influencers who you have personal contact with. (some people call this “influencer marketing”). So… plan for the long term and do take care of your communities outside your organization.