Content Strategy and micro-enterprises: A symbiosis
- 1. Content Strategy and micro-enterprises: A symbiosis Confab Europe 2014 Clara Guasch @c_guasch www.aclareix.com
- 3. This is a company @c_guas ch
- 4. of European enterprises are micro @c_guas ch
- 5. A RECOVERY ON THE HORIZON? , ANNUAL REPORT ON EUROPEAN SMEs 2012/2013 @c_guas ch
- 6. 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 @c_guas ch
- 7. People want useful content no matter how big or small the company behind that content is. @c_guas ch
- 8. Do small companies really need Content Strategy? @c_guas ch
- 9. "Mommy, pleeeease, @c_guas ch let us do it!"
- 10. Size doesnt matter. What matters is the challenge. And challenges need strategy. @c_guas ch
- 11. Whats the story right now? @c_guas ch
- 12. You give us the content, well do the rest. @c_guas ch
- 13. It looks feasible @c_guas ch
- 14. Risk? What risk? @c_guas ch
- 15. Oops, we can barely float! @c_guas ch
- 16. What instruments can I learn? Do they teach children and adults? Do they rent the place for private events? How can I contact them? What is this? What is it they do? @c_guas ch
- 17. Its not just a copywriting problem... @c_guas ch
- 18. What if we add some strategy? @c_guas ch
- 19. Of course we need a website, who doesnt? Goals @c_guas ch
- 20. Are we special? Really? Key messages @c_guas ch
- 21. So we have an identity as well Voice and tone @c_guas ch
- 22. Ill tell you what our users want but not on our website Users needs @c_guas ch
- 23. We need news on the home page, and a blog, and a newsletter, and were on Twitter now, and Resources @c_guas ch
- 24. Goals Key messages Identity Users needs Resources Helping micro-enterprises get specific and realistic @c_guas ch
- 25. Strategy doesnt come naturally to organizations when it comes to content. @c_guas ch
- 26. Content comes first Thinking comes first Content comes first Content comes first Content comes first Content comes first Content comes first Content comes first @c_guas ch
- 27. analysis execution Its nearly all about the analysis @c_guas ch
- 28. business content strategy Why do you say you do web pages? @c_guas ch
- 29. Content Strategy at a micro scale has a big, direct impact on: - Content - People - Business @c_guas ch
- 30. Can Content Strategy as a field benefit from small companies? @c_guas ch
- 31. Big market @c_guas ch
- 32. Even bigger market: beyond the web @c_guas ch
- 33. Great chance to generate awareness among professionals @c_guas ch
- 34. Excellent training field @c_guas ch
- 35. Some small companies grow @c_guas ch
- 36. How can we make it happen? @c_guas ch
- 37. asdf Be clear and assertive Make it clear that good content is not an option. Its a must. @c_guas ch
- 38. Be honest Always relate content to Content Strategy. @c_guas ch
- 39. asdf Be flexible Find ways to make a content strategy affordable. @c_guas ch
- 40. asdf Be stubborn Never ever skip the analysis. Content comes second. @c_guas ch
- 41. Apply Content Strategy at a micro scale: Its needed. Its feasible. Its good fun! @c_guas ch
- 42. Thank you Clara Guasch @c_guasch www.aclareix.com
Editor's Notes
- #14: So companies just do it. They see everyone else doing it, they think its feasible. Sure theyre the ones who know their company best.
- #15: And they create content without being aware of the risks they run. Because no one has really told them. Because theyre busy with their own businesses and arent reading CS papers, and no one has shown them the risk.