10 things every online business owner must know - EBriks Infotech
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This document outlines 10 things every business person should know about content strategy. It discusses how to treat content as a critical business asset, ensure content has dedicated oversight, understand the content environment, document the content ecosystem, estimate content creation efforts, start small and measure against goals, assemble a content team, care for and maintain content over time, and plan for change. The overall goal is to make content useful, usable, purposeful and profitable.
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10 things every online business owner must know - EBriks Infotech
- 1. 10 THINGSevery business person should know about content strategy
- 2. INTRODUCTIONS • Melissa Rach • Director of Content Strategy, Brain Traffic • Journalist, marketer, information architect, writer, etc.
- 3. VOCABULARY
- 4. CONTENT IS…. Available in a wide variety of formats: • Text • Graphics • Videos/demos/animations • Games/widgets • Audio
- 5. CONTENT IS… Created by just about everyone: • The publishing industry/media • Businesses and organizations of all kinds • YOU!
- 6. CONTENT IS… Just about everywhere. • In print • Online • On signs • On the radio • Etc.
- 7. CONTENT IS… How we communicate knowledge, it is: • Informative • Instructional • Entertaining
- 8. INFORMATIVE
- 10. ENTERTAINING
- 11. OR ALL THREE
- 12. STRATEGY IS… A plan for obtaining a specific goal or result. This includes… • Tactical recommendations and ideas • Communication and enrollment overview • Guidelines for smart decision making • Change management and sustainment plan
- 14. “Content strategy plans for the creation, publication, and governance of content. Kristina Halvorson Brain Traffic
- 15. TWO BIG COMPONENTS • Business value • Messaging/storytelling • Structure • Creation workflow • Publishing • Maintenance/governance Content Stuff People Stuff
- 16. THE GOAL IS TO MAKE CONTENT… • Useful • Usable • Purposeful • Profitable User Stuff Business Stuff
- 17. 1. TREAT CONTENT LIKE A CRITICAL BUSINESS ASSET. (IT IS ONE.)
- 18. “Because there isn’t a $1, $5, or $10 denomination stamped on the front of Web content, it’s often difficult to know exactly how valuable content is to your company. Bryan Eisenberg Future Now
- 19. Adam Smith Says value is: • Exclusive • Transparent 1776
- 20. 1955
- 24. CONTENT SAVES MONEY Content optimizes conversations with your: • Your customers • Vendors • Employees
- 25. CONTENT MAKES MONEY • Influences customers decisions • Builds trust • Provides purchase-path instructions • Upsells • Solicits feedback
- 26. MEASUREMENT MYTH
- 27. TO DO: DEFINE REAL GOALS AND SUCCESS METRICS.
- 31. 1955
- 35. TO DO: ASSIGN A CONTENT ADVOCATE.
- 36. 3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.
- 39. IMPACT OF 11TH HOUR CONTENT • Rework (IA, design, database, etc.) • Delayed timelines • Over budget • Frustrated stakeholders • Stressed employees • Bad content • Bad usability • Unhappy users • Unsuccessful project
- 40. TO DO: INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
- 42. ON THE INSIDE • Existing communications ecosystem • Branding • Technology/infrastructure • Resources • Political considerations • Contracts/requirements
- 43. ON THE OUTSIDE • User needs/wants • Competitors • Government regulations • Environmental issues • Economic climate
- 44. ALIGN STAKEHOLDERS • Present risks and opportuntities • Negotiate solutions • Revisit goals and success factors
- 47. Twitter Print brochures Call center script Advertisements Web Site Annual report Blog In-person conversations YouTube channelManuals Direct Mail Newsletter Events Packaging Signage Press release
- 50. TO DO: CREATE CONTENT MAPS AND AUDITS
- 51. 6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.
- 52. CONTENT IS COMPLICATED 1. Strategize 2. Analyze Source 3. Categorize 4. Structure 5. Create 6. Stakeholder Review 7. Edit 8. Legal Review 9. Edit 10. Approve 11. Publish 12. Test
- 54. JUST TO GET STARTED… 1. Strategize 2. Analyze Source 3. Categorize 4. Structure 5. Create 6. Stakeholder Review 7. Edit 8. Legal Review 9. Edit 10. Approve ----------------------- 7. Publish 8. Test
- 55. hours
- 57. TO DO: CREATE A DETAILED TIME AND BUDGET ESTIMATE
- 59. HOW CONTENT GROWS • “Our competitors have XYZ, so we should, too.” • “Every department needs equal representation.” • “The CEO wants a community.” • “This new widget is so cool.”
- 60. “Small websites are easier to manage than big ones. Since this is obvious, why don't more sites choose to be smaller? David Hobbs WelchmanPierpoint
- 61. LESS CONTENT IS OFTEN… • More user friendly
- 64. LESS CONTENT IS OFTEN… • More user friendly • Better quality • Cheaper to create • Easier to manage
- 65. TO DO: MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.
- 66. 8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.
- 67. THE DREAM TEAM • IA • SEO/Metadata • Brand • Writing/Multimedia • Design Rep • Technology Rep • Usability Rep • Legal Rep
- 68. CREATION PROCESS ROLES • Creator/Originator • Editor • Reviewer • Approver • Publisher
- 70. 9. CONTENT NEEDS CARE AND FEEDING.
- 73. TIME-SUCK TECHNOLOGIES • Blogs • News feeds and newsletters • “Product of the month” • Communities
- 78. Nobody likes me!
- 80. TO DO: CONTENT QUALITY ASSURANCE PLAN
- 84. TO DO: SCHEDULE REGULAR AUDITS OF ALL CONTENT
- 87. LIFE HAPPENS • Brand and business goals change • Competitors up the ante • Measurement and audit results come in • Budgets or resources get cut
- 88. TO DO: CREATE A GOVERNANCE PLAN AND COMMITTEE
- 89. IN SUMMARY
- 90. 1. Treat content like a critical business asset. • Define real goals and success metrics. 2. Content needs dedicated oversight. • Assign a content advocate. 3. It’s never too early to think about content. • Invite your content advocate to your project kickoff meeting. 4. Understand your content’s environment. • Content factors analysis.
- 91. 5. Document your content ecosystem. • Create content maps and audits. 6. Don’t underestimate the content creation effort. • Create a detailed time and budget estimate. 7. Ask why. Start small. • Measure all content requests against business goals. 8. Assemble the content team before the work begins. • Create a resource/workflow plan.
- 92. 9. Content needs care and feeding. • Content quality assurance plan. • Schedule regular audits of all content. 10. Be prepared for change. • Create a governance plan and committee.