AvoidingThe Content Strategy Trapby Scott Abel, The Content Wrangler      #CSA12 @ScottAbelContent Strategy Applied EU ~ M...
Scott Abel, The Content Wranglerweb: www.contentwrangler.com twitter: @contentwrangler
www.thecontentwrangler.comthe online resource for folks who view content as a business asset
www.thedynamicpublisher.comsite dedicated to educating people about dynamic delivery of content to customers
Content strategists managethe cost of value @ScottAbel#CSA12
Everything must track back to value
Words alone aren’t enough. Contentstrategists use mathematics to makethe business case for changes thatcreate value @Scott...
Two sides to the content strategyreturn on investment coin           savings from optimization; revenue from sales
To become indispensable, contentstrategists must help organizationsto reduce waste AND earn revenuefrom sales @ScottAbel #...
UnderstandingThe Content Silo Trap‘Managing Enterprise Content: A Unified Content Strategy” (2012) by Ann Rockley and Charl...
how do I dry out a wet iPhone?   Publishing ‘How To’ Manuals That Sell Products:   The iFixit.com Storyhow do I change the...
many don’t recognize itToday, everyone is a publisher!                     very few organizations do it well
New formats, standards, devicesbut there are            provide myriadobstacles to overcome    opportunities for profit
100% preventable, based onoutdated business practices   Problem 1: Organizations are siloed                              p...
Problem 2: WHNDITWH              or it’s cousin, WHADITWH
Problem 3: Few role models                                          prevents organizations from5 lucky registrants will re...
they’ve been producing multi- channel content for decadesThere is a roadmap available               well-documented, road-...
iFixit.com Case Study        and that’s exactly what the folks at iFixit.com did,        but not without learning a few le...
millions of potential customers in the US aloneiFixit.com: Challenge/Opportunity               to become the largest third...
become a proper distributoriFixit.com Round One: First Step            identify manufacturers to provide products
put it on the web  and sell world wideiFixit.com Round One: Second Step              set up an online catalog of replaceme...
lather, rinse, repeat...iFixit.com Round One: Third Step                           make sales, earn tremendous profit
iFixit.com Round One: Results         not really “very poor” but certainly not         the excellent results they had hope...
iFixit.com: First Lesson Learned         build it and they will come (and buy)         isn’t an eCommerce strategy
instructions provided by manufacturers               are of questionable qualityiFixit.com: Second Lesson Learned
too much creativity andfreedom is a bad thingiFixit.com: Third Lesson Learned                          consistent, high qu...
when teaching how to repair, maintain or                              build mechanical things, big images                 ...
old approaches no longer validiFixit.com: Fourth Lesson Learned            Fifth Lesson Learned                           ...
recognize role as publisher                                       adopt mobile-first strategyiFixit.com Round Two: First St...
create multi-channel, device-and platform-agnostic content iFixit.com Round Two: Second Steps                  recognize t...
enlist the help of publishers that “get it” iFixit.com Round Two: Third Step                     create an easy-to-use sta...
iFixit.com Round Two: Fourth Step        build a community-based software platform                      allow both writers...
iFixit.com Round Two: Fifth Step        leverage keyword-rich content to drive traffic and        generate sales of repair t...
iFixit.com Results: Google Juice         users often discover iFixit.com via search
iFixit.com: Service Manualsrelevant keywords + rich media + simple instructions + social sharing = sales
iFixit.com: Paradigm shift         dominant image plus minimal text
iFixit.com: Multiple outputs         provide various viewing options
iFixit.com: Multiple outputs         if you require a pdf, you can have one
iFixit.com: Multiple outputs         embed code provided for social & blogs
iFixit.com: Multiple outputs         content is marked up in oManual xml
iPhone, iPad, iPod Touch, Android              content is ‘future-proofed’iFixit.com: Multiple devices  content is dynamic...
iFixit.com: Questions/Answers        community / collaboration / co-authoring
iFixit.com: Patrol          users edit and monitor content
iFixit.com: Badges         awards, points, deputizing
iFixit.com: Users         user community, ratings
iFixit.com: Teams         forming groups, consulting firms, niche communities
iFixit.com: Contribute         users encouraged to contribute / form-based entry
iFixit.com: Contribute         behind the form: oManual xml standard
iFixit.com: eCommerce        they sell tools and parts to pay for it!
iFixit.com: Next steps         professional / crowd-sourced translation
iFixit.com: Next steps         create a movement for change
Scott Abel, The Content Wranglerweb: www.contentwrangler.com twitter: @contentwrangler
Avoiding content strategy trap: The iFixit.com Case Study
Avoiding content strategy trap: The iFixit.com Case Study
Avoiding content strategy trap: The iFixit.com Case Study
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Avoiding content strategy trap: The iFixit.com Case Study

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In this opening keynote session at Content Strategy Applied EU, March 1, 2012, Scott Abel, The Content Wrangler, explored The Content Strategy Trap and how failing to avoid it often leads well-intentioned strategists down the wrong path. Attendees will learn how avoiding the trap led one retailer (www.ifixit.com) to become a publisher of online repair manuals designed to teach "do-it-yourselfers" how to fix things, while selling them the goods they need to do the job. Sales are driven completely by visually engaging, standardized instructional content delivered to the web, to smartphones and to mobile devices. Return on investment is no longer a wild guess. It's directly tied to individual pieces of content. By thinking outside The Content Strategy Trap, the retailer has become the leader in their market. Their strategy is so successful that other retailers of products that require assembly, sometimes break, or need occasional maintenance are clamoring to replicate it.

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Transcript of "Avoiding content strategy trap: The iFixit.com Case Study"

  1. 1. AvoidingThe Content Strategy Trapby Scott Abel, The Content Wrangler #CSA12 @ScottAbelContent Strategy Applied EU ~ March 1, 2012 ~ London
  2. 2. Scott Abel, The Content Wranglerweb: www.contentwrangler.com twitter: @contentwrangler
  3. 3. www.thecontentwrangler.comthe online resource for folks who view content as a business asset
  4. 4. www.thedynamicpublisher.comsite dedicated to educating people about dynamic delivery of content to customers
  5. 5. Content strategists managethe cost of value @ScottAbel#CSA12
  6. 6. Everything must track back to value
  7. 7. Words alone aren’t enough. Contentstrategists use mathematics to makethe business case for changes thatcreate value @ScottAbel #CSA12
  8. 8. Two sides to the content strategyreturn on investment coin savings from optimization; revenue from sales
  9. 9. To become indispensable, contentstrategists must help organizationsto reduce waste AND earn revenuefrom sales @ScottAbel #CSA12
  10. 10. UnderstandingThe Content Silo Trap‘Managing Enterprise Content: A Unified Content Strategy” (2012) by Ann Rockley and Charles Cooper
  11. 11. how do I dry out a wet iPhone? Publishing ‘How To’ Manuals That Sell Products: The iFixit.com Storyhow do I change the fuel filter how do fix a broken iPad screen?on a 2009 Honda Element? how do replace an Xbox power supply? by Scott Abel, The Content Wrangler
  12. 12. many don’t recognize itToday, everyone is a publisher! very few organizations do it well
  13. 13. New formats, standards, devicesbut there are provide myriadobstacles to overcome opportunities for profit
  14. 14. 100% preventable, based onoutdated business practices Problem 1: Organizations are siloed prevents them from adopting a unified publishing strategy
  15. 15. Problem 2: WHNDITWH or it’s cousin, WHADITWH
  16. 16. Problem 3: Few role models prevents organizations from5 lucky registrants will receive a free copy of “Managing Enterprise Content:A Unified Content Strategy” [Second Edition] by Ann Rockley &of others mimicking successes Charles Cooper
  17. 17. they’ve been producing multi- channel content for decadesThere is a roadmap available well-documented, road-tested methods, best practices, standards exist -- just look at technical publishing!
  18. 18. iFixit.com Case Study and that’s exactly what the folks at iFixit.com did, but not without learning a few lessons along the way
  19. 19. millions of potential customers in the US aloneiFixit.com: Challenge/Opportunity to become the largest third-party seller of Apple replacement parts
  20. 20. become a proper distributoriFixit.com Round One: First Step identify manufacturers to provide products
  21. 21. put it on the web and sell world wideiFixit.com Round One: Second Step set up an online catalog of replacement parts
  22. 22. lather, rinse, repeat...iFixit.com Round One: Third Step make sales, earn tremendous profit
  23. 23. iFixit.com Round One: Results not really “very poor” but certainly not the excellent results they had hoped for
  24. 24. iFixit.com: First Lesson Learned build it and they will come (and buy) isn’t an eCommerce strategy
  25. 25. instructions provided by manufacturers are of questionable qualityiFixit.com: Second Lesson Learned
  26. 26. too much creativity andfreedom is a bad thingiFixit.com: Third Lesson Learned consistent, high quality content requires a standardized, repeatable structure
  27. 27. when teaching how to repair, maintain or build mechanical things, big images accompanied by a little text often communicates better than many words accompanied by a few picturesiFixit.com: Fourth Lesson Learnedimages help consumers believe theycan “fit it” without messing things up
  28. 28. old approaches no longer validiFixit.com: Fourth Lesson Learned Fifth Lesson Learned pdf was not the answer
  29. 29. recognize role as publisher adopt mobile-first strategyiFixit.com Round Two: First Steps re-imagine the service repair manual as a high quality, media-rich, socially-enabled, mobile-device-friendly, eCommerce platform
  30. 30. create multi-channel, device-and platform-agnostic content iFixit.com Round Two: Second Steps recognize the need for xml authoring environment that supports the separation of content from its formatting information
  31. 31. enlist the help of publishers that “get it” iFixit.com Round Two: Third Step create an easy-to-use standard designed to support the needs of readers and make content available on mobile devices of all types, including ones not yet envisioned
  32. 32. iFixit.com Round Two: Fourth Step build a community-based software platform allow both writers and community members to create repair manuals
  33. 33. iFixit.com Round Two: Fifth Step leverage keyword-rich content to drive traffic and generate sales of repair tools and replacement parts
  34. 34. iFixit.com Results: Google Juice users often discover iFixit.com via search
  35. 35. iFixit.com: Service Manualsrelevant keywords + rich media + simple instructions + social sharing = sales
  36. 36. iFixit.com: Paradigm shift dominant image plus minimal text
  37. 37. iFixit.com: Multiple outputs provide various viewing options
  38. 38. iFixit.com: Multiple outputs if you require a pdf, you can have one
  39. 39. iFixit.com: Multiple outputs embed code provided for social & blogs
  40. 40. iFixit.com: Multiple outputs content is marked up in oManual xml
  41. 41. iPhone, iPad, iPod Touch, Android content is ‘future-proofed’iFixit.com: Multiple devices content is dynamic published to mobile devices; updated automatically
  42. 42. iFixit.com: Questions/Answers community / collaboration / co-authoring
  43. 43. iFixit.com: Patrol users edit and monitor content
  44. 44. iFixit.com: Badges awards, points, deputizing
  45. 45. iFixit.com: Users user community, ratings
  46. 46. iFixit.com: Teams forming groups, consulting firms, niche communities
  47. 47. iFixit.com: Contribute users encouraged to contribute / form-based entry
  48. 48. iFixit.com: Contribute behind the form: oManual xml standard
  49. 49. iFixit.com: eCommerce they sell tools and parts to pay for it!
  50. 50. iFixit.com: Next steps professional / crowd-sourced translation
  51. 51. iFixit.com: Next steps create a movement for change
  52. 52. Scott Abel, The Content Wranglerweb: www.contentwrangler.com twitter: @contentwrangler
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