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Crouching Stakeholder Hidden Content
 

Crouching Stakeholder Hidden Content

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All too often we overlook the things that will help us provide value for our customers. In this presentation I provide an overview of the key components of a stakeholder interview and the importance ...

All too often we overlook the things that will help us provide value for our customers. In this presentation I provide an overview of the key components of a stakeholder interview and the importance of qualitative and quantitative content audits.

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  • Crouching Stakeholder Hidden Content Pubcon Austin Regional 2014 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • As SEOs, we tend to jump straight into identifying target keywords and trying to understand the competitive landscape. In that process, we miss out on the bigger picture. All too often stakeholder interviews and discovery meetings fall short of capturing the insights needed to produce the kind of content that will resonate with a businesses target audience.
  • Often we rush out to collect content and conduct competitive research without fully understanding the customer / clients business goals. Here are some key questions you should ask at a stakeholder meeting. Customers1. Define typical buyer.2. What are the pain points of that buyer?3. What content do they need to help them along their purchase decision?Competitors4. Who are top 5 competitors and why / how do they beat you?5. What are your competitors' major strengths and weaknesses? How do you take advantage of their weaknesses?6. Why do customers choose your products over a competitor’s?7. Where are your products weaker or more limited than your competitors’? Marketing8. Describe existing branding / marketing campaigns9. What message do they want to impart on their audience10. What are your major marketing opportunities in the next 1-5 years?Sales11. What does the sales process look like? Can you describe the whole cycle: how a lead comes in, what happens after that, what the lead nurturing and pre-sales process looks like, and what happens next when a customer decides to buy?12. What are your 3 biggest sales challenges? Products / Services13. Why do customers choose your products over a competitor’s?14. Where are your products weaker or more limited than your competitors’? Strategy15. How do you see your market changing in the next 3-5 years?16. If you do it right, what does success look like to you over the next five years?
  • Often we rush out to collect content and conduct competitive research without fully understanding the customer / clients business goals. Here are some key questions you should ask at a stakeholder meeting. Customers1. Define typical buyer.2. What are the pain points of that buyer?3. What content do they need to help them along their purchase decision?
  • Competitors4. Who are top 5 competitors and why / how do they beat you?5. What are your competitors' major strengths and weaknesses? How do you take advantage of their weaknesses?6. Why do customers choose your products over a competitor’s?7. Where are your products weaker or more limited than your competitors’? 
  • Marketing8. What existing branding and marketing assets are already in place? (Style Guides, Branding Guides, Etc…) Where are they?9. What are the key messages you are trying to impart on your customers and prospects?10. What are the biggest marketing opportunities on the horizon?
  • Competitors11. What does the sales process look like? Can you describe the whole cycle: how a lead comes in, what happens after that, what the lead nurturing and pre-sales process looks like, and what happens next when a customer decides to buy?12. What are your 3 biggest sales challenges? 13. What is your sales cycle? What time of the day, month and / or year do sales happen?
  • Competitors14. What are the pros / cons of your product or service from a buyers perspective?15. Is your product or service competitively priced?16. What makes you different?
  • Competitors17. How do you see your market changing in the next 3-5 years?18. If you do it right, what does success look like to you over the next five years?19. Key Performance Indicators?
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • You can use XPATH in Google Drive
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • TRACK ALL THE THINGSSocial SharesBacklinksDate PublishedDependenciesTaxonomyOwnerStatus OUCH status O = Out-of-date. Content that is still useful and will move to the new site, but should be updated. U = Unnecessary. Content that is not needed at all. It should not be moved to the new site. C = Current. Content that is fine as is, up-to-date, and just needs to be moved to the new site.H = Have to write. H will not be used on your first pass of the content inventory, so nothing on the inventory of the current site should be marked H. H will be used for the gap analysis part of the exercise below.
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • The Bruce Lee Guide to Strategic Content (Remix) Pubcon Las Vegas 2013 by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  • Resources:Content Strategy For The Web by Kristina HalvorsonElements of Content Strategy by Erin KissaneContent Strategy at Work by Margot BloomsteinManaging Enterprise Content: A Unified Content Strategy by Ann RockleyThe Epic List of Content Strategy Resources by JonathonColmanMetadata Workshop by Rachel LovingerComplete Beginner’s Guide to Content Strategy by Andrew MaierContent Templates to the Rescue by Erin KissaneBuilding Your Content Strategy with a Message Architecture by Margot BloomsteinDifference Between Content Strategy & Content Marketing? by Colleen JonesPsychographics Deconstructed: What We Look Like to… by Marty WeintraubSocial Media Can Generate Strong Story Ideas by Kylie Jane Wakefield11 Savvy Ways to Use Buyer Personas… by Rebecca CorlissFusing Content Strategy with Design by David GillisAn Introduction to User Journeys by Jason HobbsDoing a Content Inventory by Jeffrey VeenSuper Awesome Content Strategy Worksheet by Steve Floyd
  • About MeFor the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design).

Crouching Stakeholder Hidden Content Crouching Stakeholder Hidden Content Presentation Transcript

  • 6 COMPONENTS OF A STAKEHOLDER INTERVIEW Strategy Sales Marketing Competitors Customers Products / Services
  • CUSTOMERS 1. Typical buyer? 2. Pain points of buyer? 3. What content do they need?
  • COMPETITORS 4. Top 5 competitors? 5. Strengths / weaknesses? 6. Why do they win? 7. Why and how do you fail?
  • MARKETING 8. Branding / marketing assets? 9. Key messages? 10. Opportunities?
  • SALES 11. Process? 12. Challenges? 13. Sales Cycle?
  • PRODUCTS / SERVICES 14. Pros / Cons? 15. Price? 16. Key differentiators?
  • STRATEGY 17. Projected market shift? 18. What does success look like? 19. KPIs?
  • AUDTING.
  • AUDTING. CONTENT.
  • AUDTING. CONTENT. (SUCKS)
  • axz.mx/scream-frog
  • axz.mx/g-drives
  • axz.mx/c-insights
  • axz.mx/m-ai
  • TRACK ALL THE THINGS Social Shares Backlinks Date Published Dependencies Taxonomy Owner Status
  • axz.mx/cs-worksheet
  • 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. The Qualitative Content Audit by Content Insights – Link How to Perform a Content Audit by Kristina Kledzik – Link A Checklist for Content Work by Erin Kissane – Link Audit, Plan, Build, Grow: A Methodology for Content Strategy by Erin Kissane – Link How to Conduct A Content Audit by Donna Spencer – Link Content Audits and Inventories by Creek Content – Link The Content Inventory is Your Friend by Kristina Halvorson – Link Why Traditional Content Audits Aren’t Enough by Ahava Leibtag – Link From Content Audit to Design Insight by Christopher Detzi – Link How to Create a Content Strategy (In Only 652 Steps) by Ian Lurie – Link Content Inventory by Usability.gov – Link Organizing Your Website: Taking Stock of Content by Harvard Web Publishing – Link The Rolling Content Inventory by Louis Rosenfeld– Link How to Do a Content Inventory and Audit by Erin Everhart – Link The Argument for a Content Audit Your Marketing Team Never Made by Adria Saracino – Link What Book Reviewing Taught Me About the Content Audit by Frank Marquardt – Link A Map-Based Approach to a Content Inventory by Patrick C. Walsh – Link Audience Analysis by HowTo.gov – Link Super Awesome Content Strategy Worksheet By Steve Floyd – Link
  • For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design). Steve Floyd Founder / Principle at AXZM twitter: @nawlready phone: (214) 272-9109 www.axzm.com