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The Spork / Platypus Average: Content strategy at Red Gate Software

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This is the presentation I gave at User Assistance Europe 2010 in Stockholm, and Technical Communication UK 2010 in Oxford.

Here's the abstract:

Content strategy is this year’s buzzword. 170 people from 18 countries came to the Content Strategy Forum in Paris. But what is it all about and what does it have to do with us?

Well, it’s based on doing what a lot of technical communicators have been doing for a long time: delivering content that’s optimised for user and business goals, and making sure it stays that way. But now companies are starting to take notice.

By presenting itself as a revenue centre, not a cost centre, and extending into an organisation’s entire web presence, content strategy is a new opportunity for technical communicators to add significant value to a business.

I'll talk you through how we did this for SQL Tools at Red Gate, how we design, measure, and curate content, our new collaborations with marketing, and give you some pointers for selling content strategy in your organization.

Published in: Technology

The Spork / Platypus Average: Content strategy at Red Gate Software

  1. 1. The spork / platypus average<br />Content strategy atRed Gate Software<br />Roger Hart<br />
  2. 2. Twitter: @RMH40<br />Email: Roger.Hart@red-gate.com<br />Blog: http://tinyurl.com/RMHBlog<br />
  3. 3. Twitter meetup<br />#TCUK10<br />in the bar<br />tonight<br />before dinner<br />
  4. 4. What counts as content?<br />
  5. 5. http://www.flickr.com/photos/m0php/530526644<br />…well, pretty much everything<br />
  6. 6. What is Content Strategy?<br />
  7. 7. “ Content strategy plans for the creation, publication, and governance of useful, usable content. ”<br />Kristina Halvorson - <br />The Discipline of Content Strategy<br /> ( http://is.gd/eNmvI )<br />http://www.flickr.com/photos/seanosh/3306450407/<br />
  8. 8. Put simply:<br />
  9. 9. Making sure your website doesn’t suck<br />
  10. 10. and continues not to suck<br />
  11. 11. http://www.flickr.com/photos/urville_djasim/3611889680/<br />
  12. 12. AWESOME<br />http://www.flickr.com/photos/urville_djasim/3611889680/<br />
  13. 13. What is it for?<br />
  14. 14. http://www.flickr.com/photos/lenore-m/4428743210/<br />
  15. 15. Rubbish<br />http://www.flickr.com/photos/lenore-m/4428743210/<br />
  16. 16. Is it any good at it? <br />
  17. 17. www.red-gate.com<br />http://www.flickr.com/photos/25285370@N02/4369967691<br />
  18. 18. Usability<br />http://www.flickr.com/photos/flibble/1341691286/<br />
  19. 19.
  20. 20.
  21. 21. Tech comms help review:<br /><ul><li> what do we have?
  22. 22. what do we need?
  23. 23. Google analytics
  24. 24. Sales & Support feedback
  25. 25. user feedback & testing</li></li></ul><li>content strategy at<br />
  26. 26. Really, really important<br />
  27. 27. http://www.flickr.com/photos/elvispayne/261773911/<br />
  28. 28. we’ve grown<br />so has our website<br />http://web.archive.org/web/*/red-gate.com<br />
  29. 29. http://www.flickr.com/photos/tomat3/2551673180/<br />
  30. 30. http://www.flickr.com/photos/therhumbline/3535841657<br />
  31. 31.
  32. 32. SQL Tools Division<br />(1/4 of Red Gate)<br />11 products<br />1030 web pages<br />
  33. 33. SQL Compare<br />(our main product)<br />has…<br />158 web pages<br /><ul><li> 41 “product” pages
  34. 34. 41 Learning Topics
  35. 35. 55 Knowledge Base articles
  36. 36. 21 “Notes & articles”</li></li></ul><li>time for a new one<br />
  37. 37. Content analysis:<br /><ul><li> content inventory
  38. 38. what is this for ?
  39. 39. Google analytics
  40. 40. sales & support feedback
  41. 41. user feedback & testing</li></li></ul><li>Look familiar?<br />http://www.flickr.com/photos/tonibduguid/2836161961/<br />
  42. 42. Content analysis: <br />Tech Comms help review:<br /><ul><li> content inventory
  43. 43. what is this for ?
  44. 44. Google analytics
  45. 45. sales & Support feedback
  46. 46. user feedback & testing</li></li></ul><li>Content inventory:<br />“Or, A mind-numbingly detailed odyssey through your web site”<br />Jeffrey Veen, Adaptive Path<br />http://is.gd/eP7Nx<br />(it’s a big list of everything you’ve ever put online)<br />
  47. 47.
  48. 48. Web analytics<br />know <br />your content<br />
  49. 49.
  50. 50.
  51. 51. Recommendations<br />
  52. 52. Recommendations<br />Short version: <br /> just delete it all <br />
  53. 53.
  54. 54. 60 – 70% marked for deletion<br />10 – 15 minutes to migrate a page<br />...maybe 100 hours saved?<br />
  55. 55. What next?<br />http://www.flickr.com/photos/f7oor/564669765/<br />
  56. 56. Tech Comms…<br />…and Marketing<br />http://www.flickr.com/photos/dtchristner/2348926844/<br />
  57. 57. SQL Source Control<br />(new flagship product)<br />content designed around pre-sales support<br />
  58. 58.
  59. 59.
  60. 60. Annoyingly inconclusive<br />
  61. 61. slightly glib conclusion<br />We are content strategists<br />( our businesses may not know that yet )<br />
  62. 62. Thanks<br />any questions? <br />
  63. 63. Twitter meetup<br />#TCUK10<br />in the bar<br />tonight<br />before dinner<br />

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