10 things every online business owner must know  - EBriks Infotech
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10 things every online business owner must know - EBriks Infotech

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10 things every online business owner must know - EBriks Infotech

10 things every online business owner must know - EBriks Infotech

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    10 things every online business owner must know  - EBriks Infotech 10 things every online business owner must know - EBriks Infotech Presentation Transcript

    • 10 THINGSevery business person should know about content strategy
    • INTRODUCTIONS • Melissa Rach • Director of Content Strategy, Brain Traffic • Journalist, marketer, information architect, writer, etc.
    • VOCABULARY
    • CONTENT IS…. Available in a wide variety of formats: • Text • Graphics • Videos/demos/animations • Games/widgets • Audio
    • CONTENT IS… Created by just about everyone: • The publishing industry/media • Businesses and organizations of all kinds • YOU!
    • CONTENT IS… Just about everywhere. • In print • Online • On signs • On the radio • Etc.
    • CONTENT IS… How we communicate knowledge, it is: • Informative • Instructional • Entertaining
    • INFORMATIVE
    • INSTRUCTIONAL
    • ENTERTAINING
    • OR ALL THREE
    • 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
    • WHAT IS CONTENT STRATEGY?
    • “Content strategy plans for the creation, publication, and governance of content. Kristina Halvorson Brain Traffic
    • TWO BIG COMPONENTS • Business value • Messaging/storytelling • Structure • Creation workflow • Publishing • Maintenance/governance Content Stuff People Stuff
    • THE GOAL IS TO MAKE CONTENT… • Useful • Usable • Purposeful • Profitable User Stuff Business Stuff
    • 1. TREAT CONTENT LIKE A CRITICAL BUSINESS ASSET. (IT IS ONE.)
    • “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
    • Adam Smith Says value is: • Exclusive • Transparent 1776
    • 1955
    • 1956: INFORMATION AGE
    • 1990: INFORMATION SUPERHIGHWAY
    • CONTENT SAVES MONEY Content optimizes conversations with your: • Your customers • Vendors • Employees
    • CONTENT MAKES MONEY • Influences customers decisions • Builds trust • Provides purchase-path instructions • Upsells • Solicits feedback
    • MEASUREMENT MYTH
    • TO DO: DEFINE REAL GOALS AND SUCCESS METRICS.
    • 2. CONTENT NEEDS DEDICATED OVERSIGHT.
    • Brand/ Marketing UX/Web Strategy IT/ CMS Product/ The Business Content
    • 1955
    • Brand/ Marketing UX/Web Strategy IT/ CMS The Business Content Strategist
    • TO DO: ASSIGN A CONTENT ADVOCATE.
    • 3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.
    • 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
    • TO DO: INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
    • 4. UNDERSTAND YOUR CONTENT’S ENVIRONMENT.
    • ON THE INSIDE • Existing communications ecosystem • Branding • Technology/infrastructure • Resources • Political considerations • Contracts/requirements
    • ON THE OUTSIDE • User needs/wants • Competitors • Government regulations • Environmental issues • Economic climate
    • ALIGN STAKEHOLDERS • Present risks and opportuntities • Negotiate solutions • Revisit goals and success factors
    • TO DO: CONTENT FACTORS ANALYSIS
    • 5. DOCUMENT YOUR CONTENT ECOSYSTEM.
    • 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
    • TO DO: CREATE CONTENT MAPS AND AUDITS
    • 6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.
    • 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
    • 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
    • hours
    • TO DO: CREATE A DETAILED TIME AND BUDGET ESTIMATE
    • 7. ASK WHY. START SMALL.
    • 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.”
    • “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
    • LESS CONTENT IS OFTEN… • More user friendly
    • LESS CONTENT IS OFTEN… • More user friendly • Better quality • Cheaper to create • Easier to manage
    • TO DO: MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.
    • 8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.
    • THE DREAM TEAM • IA • SEO/Metadata • Brand • Writing/Multimedia • Design Rep • Technology Rep • Usability Rep • Legal Rep
    • CREATION PROCESS ROLES • Creator/Originator • Editor • Reviewer • Approver • Publisher
    • TO DO: CREATE A RESOURCE/WORKFLOW PLAN
    • 9. CONTENT NEEDS CARE AND FEEDING.
    • I need constant attention!
    • TIME-SUCK TECHNOLOGIES • Blogs • News feeds and newsletters • “Product of the month” • Communities
    • I’ve been ignored since 1999!
    • TO DO: EDITORIAL CALENDAR
    • Nobody likes me!
    • TO DO: CONTENT QUALITY ASSURANCE PLAN
    • I’m incorrect or embarrassing!
    • TO DO: SCHEDULE REGULAR AUDITS OF ALL CONTENT
    • 10. BE PREPARED FOR CHANGE.
    • LIFE HAPPENS • Brand and business goals change • Competitors up the ante • Measurement and audit results come in • Budgets or resources get cut
    • TO DO: CREATE A GOVERNANCE PLAN AND COMMITTEE
    • IN SUMMARY
    • 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.
    • 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.
    • 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.