Lucie hyde csa2013_keynote_10thingsivelearned
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10 Things I've Learned About Content Strategy

10 Things I've Learned About Content Strategy

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    Lucie hyde csa2013_keynote_10thingsivelearned Lucie hyde csa2013_keynote_10thingsivelearned Presentation Transcript

    • 10 THINGS I’VE LEARNED ABOUT CONTENT STRATEGY LUCIE HYDE | DIRECTOR, GLOBAL CONTENT | eBay November 2013
    • LESSON 101: CONTENT IS POLITICAL
    • CONTENT IS A BROAD CHURCH
    • CONTENT IS GLOBAL
    • CONTENT IS MULTIDIMENSIONAL
    • CONTENT IS DATA
    • MEASUREMENT IS ESSENTIAL BUT KPIs ARE NOT GOALS
    • CONTENT IS (AND HAS ALWAYS BEEN) MODULAR
    • Inspiration AND Inspiration utility Utility CONTENT IS MORE THAN UTILITY 9
    • JOB TITLES DON‘T MATTER.
    • At its core, content strategy grapples with the one question about web content that we all love to ignore: What's the point? Elizabeth O’Neill, Huffington Post Sept 2013
    • Accompanying notes 1
    • CONTENT IS A BROAD CHURCH Like many disciplines (engineering, medicine, finance) there are many flavours of content strategy. We don‘t have to all be the same. I would argue we don‘t want to all be the same. Customers don‘t care whether we sit in marketing, product, user experience, communications, IT … they care that we produce truly great content. Content that they love.
    • MEASUREMENT IS ESSENTIAL BUT KPIs ARE NOT GOALS Measuring effectiveness is essential if we are to succeed Quality is NOT the same as effectiveness. Effectiveness is more important. A robust measurement framework should include IMPACT and HEALTH measurements. Outcome-based goals are also important – but they often (usually) include more than content.
    • CONTENT IS GLOBAL If you‘ve ever said mine‘s not then you‘re kidding yourself. www.translate.google.com Your customers are using it. You should be too!
    • CONTENT IS (AND HAS ALWAYS BEEN) MODULAR Well, nearly always. From the 1500s at least, when they started using wooden, interchangeable blocks. Then on into hot metal … … and the digital age. What‘s new is the scale and format.