Sketchnotes: Designing content so that it works – Carl Friesen (#torontob2b)

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UPDATE 2012-11-15: Here’s the video recap!

Designing Content So It Works

Carl Friesen, Global Reach Communications

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Designing content so that it works

Designing content so that it works
Carl Friesen, Global Reach Communications

Website for e-book on content design

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The Trend
Client wants customized solution
Show that you understand their world

1. Trend & historic causes
2. current situation
3. Thoughts on developments, reasons
4. Recommendations

The How-To

Example: trustees, communication process

must be:
Relevant + Realistic
not necessarily what you do, but what clients will find helpful

– process with steps or
– a list of success factors

1. outcome
2. supplies/equipment
3. steps
4. avoiding pitfalls/problems

The How-to-Work-With
How to get good results from working with you

cannot be self-serving
include info on saving money
1. wild success experience
2. factors
3. advice


The Case Study
Leading-edge thought & sound implementation
Trans-Canada highway story
Wildlife protection

Not about showing how clever you are!

Must have learning points THEY can use
Must be a story
Tell with the client credibility

1. Initial situation
2. Steps
3. Problems & solutions
4. Lessons learned


The Survey
Shows that you stay in touch
must be what your audience cares about

More useful with a trend

Distribute appropriately
Level of detail
Consider limited distribution
The Opinion
informed opinion, thought leadership
at no charge

Long form
-views on good & bad aspects

The Review
-New product/service
-What’s different
-Discuss good/bad

The Comment

Notes by Sacha Chua, @sachac,

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