content strategy at a micro scale (congility 2014)
DESCRIPTION
Slides accompanying my talk at Congility 2014 on why micro companies need a Content Strategy (even if they have very little content to create), and on what Content Strategy as a field can do in order to help these companies. There’s a storify based on tweets, in case you’re interested: https://storify.com/c_guasch/content-strategy-at-a-micro-scale Many thanks to @jordi_ubanell for the graphic design.TRANSCRIPT
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Content Strategy at a micro scale Congility 2014
Clara Guasch @c_guasch www.aclareix.com
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Photo: Christian (https://www.flickr.com/photos/redteam/34451133)
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Very little content
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“High-quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create
for yourself online.”
― Kristina Halvorson, Content Strategy for the Web
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People want useful content no matter how big or small the company behind that content is.
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of European enterprises are micro
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A RECOVERY ON THE HORIZON? , ANNUAL REPORT ON EUROPEAN SMEs 2012/2013
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Are micro companies
generally creating better
content than big
organizations?
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Music School
• What Instruments can I learn?
• Do they teach children and adults?
Restaurant
• Do they rent the place for private events?
• No contact details.
Coworking Space?
• What is it this? What is it they do?
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What is preventing smaller companies from having good content?
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It looks feasible
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Never learnt how to
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Risk blindness
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What are the fundamental problems?
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Are we special? Really?
Key messages
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Of course we need a website, who doesn’t?
Goals
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So we have an identity as well…
Voice and tone
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I’ll tell you what our users want… but not on our website
Users’ needs
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Can Content Strategy help? How?
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We need to spread the word
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Thinking comes first!
Content comes first
Content matters a lot to everyone
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Be there
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analysis
execution
Analysis. Analysis. Analysis
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Key messages
Identity
Goals
Users’ needs
Helping micro companies get specific
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“Why do you say you do web pages?”
business
content strategy
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The beauty of it all…
Content Strategy at a micro scale has a big, direct impact.
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Thank you Clara Guasch @c_guasch www.aclareix.com