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Content Strategy at a micro scale (Congility 2014)


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Slides accompanying my talk at Congility 2014 on why micro companies need a Content Strategy (even if they have very little content to create), and on what Content Strategy as a field can do in order to help these companies.

There’s a storify based on tweets, in case you’re interested:

Many thanks to @jordi_ubanell for the graphic design.

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Content Strategy at a micro scale (Congility 2014)

  1. 1. Content Strategy at a micro scale Congility 2014 Clara Guasch @c_guasch
  2. 2. Photo: Christian (
  3. 3. Very little content
  4. 4. “High-quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online.” ― Kristina Halvorson, Content Strategy for the Web
  5. 5. People want useful content no matter how big or small the company behind that content is.
  6. 6. of European enterprises are micro
  8. 8. Are micro companies generally creating better content than big organizations?
  9. 9. Music School • What Instruments can I learn? • Do they teach children and adults? Restaurant • Do they rent the place for private events? • No contact details. Coworking Space? • What is it this? What is it they do?
  10. 10. What is preventing smaller companies from having good content?
  11. 11. It looks feasible
  12. 12. Never learnt how to
  13. 13. Risk blindness
  14. 14. What are the fundamental problems?
  15. 15. Are we special? Really? Key messages
  16. 16. Of course we need a website, who doesn’t? Goals
  17. 17. So we have an identity as well… Voice and tone
  18. 18. I’ll tell you what our users want… but not on our website Users’ needs
  19. 19. Can Content Strategy help? How?
  20. 20. We need to spread the word
  21. 21. Thinking comes first! Content comes first Content matters a lot to everyone
  22. 22. Be there
  23. 23. analysis execution Analysis. Analysis. Analysis
  24. 24. Key messages Identity Goals Users’ needs Helping micro companies get specific
  25. 25. “Why do you say you do web pages?” business content strategy
  26. 26. The beauty of it all… Content Strategy at a micro scale has a big, direct impact.
  27. 27. Thank you Clara Guasch @c_guasch