TSH Masterclass - Why your website can kill your business and 7 powerful ways to prevent it

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Old information, overstretched teams, dissatisfied customers, expensive tech fixes – just a few of the dangers you’ll face with a website but no defined strategy for managing your content. Joanna will …

Old information, overstretched teams, dissatisfied customers, expensive tech fixes – just a few of the dangers you’ll face with a website but no defined strategy for managing your content. Joanna will show you how to put in place a structure that grows with your business and keeps your website, apps and digital communications doing what they need to: making you money, reducing your costs and keeping your customers (and staff) happy.

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  • Creating content – from caravanners to VCs Managing content – getting teams to work together, right skills, Grew up in entrepreneurial environment – father set up 2 high-tech businesses, still going Small and large companies What Alpha Content does – help companies make their websites and other digital communications more effective for their business, and help them set up practical ways of managing it
  • Use facebook as eg – keep in direct touch with friends – add-ons are secondary

Transcript

  • 1.
      How your website can kill your business
      And 7 powerful ways to prevent it
  • 2.
      About me
    • Founder & lead content strategist, Alpha Content
    • 3. MBA - journalist – publisher
    • 4. Strategising around content since 1994
    @joannapieters [email_address] www.alphacontent.com
  • 5.
      What we do
    • The right content for your users
    • 6. The right content for your business
    • 7. The right way to keep it going
  • 8.
      The danger zone
    • (aka launching your website)
  • 9.  
  • 10. What you want... Scalable website Fresh content Consistent content Flexible navigation Strong internal search Motivated staff Independent of individuals
  • 11. And then... New navigation categories Staff changes Great marketing ideas New revenue lines Change of emphasis Introduction of new media Dynamic new investor
  • 12.
      Party!!!
    (c) Louis Hart-Davis
      Team changes
      Different terms
      New categories
      New marketing idea needs adding
      Users not doing what you want
  • 13. What you want... Scalable website Fresh content Consistent content Flexible navigation Strong internal search Motivated staff Independent of individuals What you (often) get Out-of-date content Confused design Messy navigation Chaotic internal search Staff conflict/competition Staff apathy Expensive relaunch
  • 14.
      Let's save your business
  • 15.
      1. Define your business needs – and stick to them
  • 16.
      Why a web site?
    • Make money
    • 17. Reduce costs
    • 18. Increase customer satisfaction (loyalty)
    • 19. Examine every component
    • 20. Bin/change everything that doesn't do one of those things
  • 21.
      2. Help your customers DO things
  • 22.
      Focus on tasks
    • Web users DO things: solve problems, do tasks
      • Buy something, fix their gadget, find health diagnosis, get travel directions
    • They want low-effort, easy experiences
  • 23.
      Forget the long tail
    • Top user tasks will make up most traffic
      • 25% of demand = 5% of content
      • 24. 60% of demand = 20% of content*
    • Get the most important tasks right
    • 25. Offer other things only if you have time
    • 26. Always keep your top tasks prominent
    *Gerry McGovern 2010
  • 27.
      3. Show off your content (not your tech skills)
  • 28.
      Content leads the design
    • Create real content before designing
    • 29. Design always serves the content
    • 30. Content type follows task
    • 31. Channel follows content type
  • 32. Content type Article Blog post Video Images Maps User-generated Poll Comparison tools Shopping cart Audio Curated content Task Get news update Find reviews Buy product Find delivery costs Check location Look up symptoms Find instructions Channel Main website Microsite Mobile website Phone app Tablet app Email Social networks Intranet
  • 33.
      4. Create your digital culture now and save having to change it later
  • 34.
      Engage your team...
    • Articulate and share your digital goals
    • 35. Don't be possessive
    • 36. Include web in inductions
    • 37. Culture of continual improvement – weekly/daily 15 min meetings
    • 38. Align incentives
  • 39. ...but centralise final control Appoint a web chief – not a committee – and give them real power, including over:
  • 44. 5. Never finish your website
  • 45. Essential ongoing work
    • Test continually: A/B splits, user tests, qualitative and quantitative
    • 46. Have a process to expire old content: wrong content is worse than no content
    • 47. Measure the success of user tasks, not content creation
  • 48.
      6. Set and document your processes
  • 49. Simple content workflow draft draft draft draft draft review approve expire reject publish review
  • 50. Essential documents
    • Shared goals and objectives
    • 51. Workflow – with responsibilities
    • 52. Creation calendar: who/what
    • 53. Expiry calendar: who/what
    • 54. Tone of voice (TOV) guide
    • 55. Style guide for other media (video/audio/curated/social)
  • 56.
      7. Buy your help early rather than late (save £, get better results)
  • 57. Early-stage help Content strategy Information architecture User research User testing Copywriting Editing Expert review Tone of voice guidelines Video style Ongoing services Content creation eg blogs User testing SEO Data analysis Copywriting Editing Video/audio production
  • 58. An overcrowded chicken farm produces fewer eggs (Chinese proverb) And finally...
  • 59. Thank you @joannapieters [email_address] www.alphacontent.com