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Content Strategy for Startups and SMEs

Many startups and growing businesses overlook the importance of content, because they are focused on other matters. But content is essential to communicating your product, and reducing the cost of servicing your customers.

Content strategy will help you make the most of your content. It is "the practice of planning for the creation, delivery, and governance of useful, usable content" (Kristina Halvorson). It can stop you worrying that you don't have the 'right' content or 'enough' content.

Done well, content strategy drives traffic to your website and makes you money through improved branding, social engagement, usability and SEO.

In this presentation, I'll offer a quick overview of how startups and SMEs can create useful, usable content without breaking the bank.

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Content Strategy for Startups and SMEs

  1. 1. Content Strategy for startups and SMEs by Hannah Adcock
  2. 2. Companies often overlook the importance of content They are focused on other matters…
  3. 3. But content is essential
  4. 4. It can communicate your product It can reduce the cost of servicing your customers
  5. 5. text goes here It can also help you to grow faster
  6. 6. – Kristina Halvorson, Content Strategy for the Web “High quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online.”
  7. 7. However, high quality web content can be expensive With limited time and resources you need to create content that appeals to your customers
  8. 8. What you need is lean content What you need is lean content
  9. 9. If you've already read The Lean Startup by Eric Ries, you'll probably be familiar with this approach.
  10. 10. The lean approach is about learning what your customers really want, testing your vision continuously, adapting and adjusting.
  11. 11. How does this work?
  12. 12. 1. Test content ideas before creating content
  13. 13. Run short Google or Facebook advertising campaigns and see what makes people click through See which tweets and posts on social media get the most traction
  14. 14. 2. Work out who you are writing for
  15. 15. Conduct user research to find out more about your customers, including surveys, interviews and checking your support queue Draw up user personas based on your research, and always target content at specific personas
  16. 16. 3. Make sure people can read your content
  17. 17. Make sure your content looks good on all viewports rather than brilliant on one and terrible on the others. A recent report on mobile behaviour found that 91% of customers say access to content any way they want is important.
  18. 18. a/b test different layouts to see whether one works better than another If you're on a tight budget, try the five second tests run by Usability Hub. By taking part in the tests yourself, you can earn credit towards running your own tests.
  19. 19. 4. Repackage existing content
  20. 20. Consider repackaging existing content into another format, for example a blog post into a slide show Consider curating user content, although make sure you set the tone and edit material if necessary
  21. 21. 5. Make the most of evergreen content
  22. 22. Evergreen content can be a good investment because you can keep using it to attract customers Consider updating content that feels dated to give it a new lease of life
  23. 23. Make your content work harder So you don’t have to
  24. 24. See my free content strategy guide for startups and SMEs for more content tips ategy_for_startups
  25. 25. social media collage: lean startup: parcels: evergreen: collage of people’s faces: iphone: sunflower: Image credits
  26. 26. Turn your content into a competitive advantage