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Content obesity: An organisation's silent killer

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Presentation at World PR Forum Melbourne about how junk content is bad for an organisation's health.

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Content obesity: An organisation's silent killer

  1. 1. Content obesity: Anorganisation’s silentkiller.World PR Forum Lightning Talk by Sally BagshawNovember 2012
  2. 2. www.flickr.com/photos/puuikibeachWe are being weighed down by our content
  3. 3. We have a fast content lifestyle• It is cheap to create (but expensive to maintain)• Customers are consuming content at every opportunity (so we create more, more more)• New ways to generate content are constantly being added to the menu (and the lines between online & offline are blurry)© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  4. 4. www.flickr.com/photos/mikefatsIt is easy to be a content production machine
  5. 5. Mass produced content is a lot like junkfood In one minute:• It is cheap to create but expensive to maintain •- 571 new websites are• It can dilute our brand created •- YouTube users upload• 48 hours of video •- Tumblr bloggers publish 27,778 new posts Source: www.domo.com© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  6. 6. www.flickr.com/photos/beggsAnd most of it is junk
  7. 7. Junk content is bad for yourorganisation’s health• It lacks substance and doesn’t nourish your customers• After a while it becomes stale, blanding your brand• Operationally, creating junk content is unsatisfying© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  8. 8. Why has this happened?We have been focusing too much on the content components of our content strategy and forgetting the people components.© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  9. 9. www.flickr.com/photos/slemmonPeople are the messy part
  10. 10. To make better content choices, focus onthe input rather than the output• Support your content authors, ensure it is easy for them to develop good content• Look beyond the traditional content creators in your organisation, get inspiration from others• Promote lean content© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  11. 11. www.flickr.com/photos/usdagovFigure out your workflow
  12. 12. A good workflow defines the people,processes and tools needed for healthycontent production• The right menu: Style guides and editorial schedules• The right exercise: Author training and support• The right equipment: Technology with a good author experience© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  13. 13. www.flickr.com/photos/lydiashiningbrightlySort out your governance
  14. 14. Governance identifies the key decisionmakers, the people responsible• Remove temptation: Have a clear vision for how content supports business goals• Empower your operations team: Give them the ability to say ‘no’• Lead by example: Make content a strategic tool rather than an operational output© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  15. 15. www.flickr.com/photos/usdagovLet’s start making smarter content choices
  16. 16. In summaryStep away from the junk and focus on lean,high quality content.Let’s battle the content bulge together bysupporting our authors to make healthycontent choices.© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  17. 17. Thank you!sally@snappysentences.comTwitter: @snappysentenceswww.snappysentences.comwww.webcontentstrategy.com.au© Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012

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