Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Crouching Stakeholder Hidden Content


Published on

All too often we overlook the things that will help us provide value for our customers. In this presentation I provide an overview of the key components of a stakeholder interview and the importance of qualitative and quantitative content audits.

  • Be the first to comment

Crouching Stakeholder Hidden Content

  1. 1. 6 COMPONENTS OF A STAKEHOLDER INTERVIEW Strategy Sales Marketing Competitors Customers Products / Services
  2. 2. CUSTOMERS 1. Typical buyer? 2. Pain points of buyer? 3. What content do they need?
  3. 3. COMPETITORS 4. Top 5 competitors? 5. Strengths / weaknesses? 6. Why do they win? 7. Why and how do you fail?
  4. 4. MARKETING 8. Branding / marketing assets? 9. Key messages? 10. Opportunities?
  5. 5. SALES 11. Process? 12. Challenges? 13. Sales Cycle?
  6. 6. PRODUCTS / SERVICES 14. Pros / Cons? 15. Price? 16. Key differentiators?
  7. 7. STRATEGY 17. Projected market shift? 18. What does success look like? 19. KPIs?
  8. 8. AUDTING.
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15. TRACK ALL THE THINGS Social Shares Backlinks Date Published Dependencies Taxonomy Owner Status
  16. 16.
  17. 17. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. The Qualitative Content Audit by Content Insights – Link How to Perform a Content Audit by Kristina Kledzik – Link A Checklist for Content Work by Erin Kissane – Link Audit, Plan, Build, Grow: A Methodology for Content Strategy by Erin Kissane – Link How to Conduct A Content Audit by Donna Spencer – Link Content Audits and Inventories by Creek Content – Link The Content Inventory is Your Friend by Kristina Halvorson – Link Why Traditional Content Audits Aren’t Enough by Ahava Leibtag – Link From Content Audit to Design Insight by Christopher Detzi – Link How to Create a Content Strategy (In Only 652 Steps) by Ian Lurie – Link Content Inventory by – Link Organizing Your Website: Taking Stock of Content by Harvard Web Publishing – Link The Rolling Content Inventory by Louis Rosenfeld– Link How to Do a Content Inventory and Audit by Erin Everhart – Link The Argument for a Content Audit Your Marketing Team Never Made by Adria Saracino – Link What Book Reviewing Taught Me About the Content Audit by Frank Marquardt – Link A Map-Based Approach to a Content Inventory by Patrick C. Walsh – Link Audience Analysis by – Link Super Awesome Content Strategy Worksheet By Steve Floyd – Link
  18. 18. For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design). Steve Floyd Founder / Principle at AXZM twitter: @nawlready phone: (214) 272-9109