What if we could
start over again?
What startups have to teach big business
@coryannj
About me (the last 2.5 years):
content guidelines, writing for the web
training, design workshops, project
management, service/UX/mobile/app
design, wire...
A bit of background...
http://taylorgarries.com/2012/10/11/content-strategy-for-the-web/
http://www.dailydot.com/culture/cashcats-biz-art-show-tumblr/
CONTENT STRATEGY
http://meetthebeatlesforreal.blogspot.fi/2013/06/we-love-beatles.html
Gartner Says Less
than 10 Percent of
Enterprises Have a
True Information
Strategy
http://www.gartner.com/newsroom/id/25123...
http://www.flickr.com/photos/proimos/
http://nurturestore.co.uk/snail-races
What I did
Customer communication for web apps
30+ employees
intercom.io
Free online course management and social
networking to connect teachers & learners
15 employees (in 2012)
lore.com
Digital publishing platform
(Write Only Once, Publish It Everywhere)
2 employees
woop.ie
Everything-friendly cleaning and laundry
products (safe for babies, kids, pets, you!)
4 employees
lillysecoclean.com
Everything-friendly cleaning and laundry
products (safe for babies, kids, pets, you!)
4 employees
lillysecoclean.com
Lesson #1:
You can do a lot
with a little
Website
Website
Social
media
Website
Social
media
Emails
Website
Social
media
Emails
Present-
ations
Website
Social
media
Emails
Present-
ations
Other
stuff
Website
Website
Product
info
Website
Blog
Product
info
Website
DocsBlog
Product
info
Website
DocsBlog
Product
info
Corporate
stuff
Social
media
Social
media
Facebook
Social
media
TwitterFacebook
Social
media
LinkedInTwitterFacebook
Emails
Emails
Signup
Emails
PurchasesSignup
Emails
UpdatesPurchasesSignup
Emails
UpdatesPurchasesSignup Outages
Present-
ations
Present-
ations
B2B Sales
Present-
ations
Grants/
Funding
B2B Sales
Present-
ations
Grants/
Funding
B2B Sales
Speaking
slots
Other
stuff
Other
stuff
Webinars
Other
stuff
App copyWebinars
Other
stuff
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plans
App copyWebinars
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stuff
Business
plans
App copyWebinars Labels
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stuff
Business
plans
App copyWebinars Labels
PR
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stuff
Business
plans
App copyWebinars Labels
MarketingPR
Other
stuff
Business
plans
App copyWebinars Labels
SalesMarketingPR
Other
stuff
Business
plans
App copyWebinars Labels
SalesMarketingPR Internal
Two scenarios:
1. Those who relish content (& are good at it)
Two scenarios:
1. Those who relish content (& are good at it)
2. Those who don’t (& know it)
Two scenarios:
1. Those who relish content (& are good at it)
2. Those who don’t (& know it)
Two scenarios:
http://toysandbacon.blogspot.com
#1 Soldier on
http://thenextweb.com/shareables/2013/01/16/verizon-finds-developer-outsourced-his-work-to-china-so-he-could-surf-reddit-an...
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar...
A question of scale
http://www.magellan-solutions.com/blog/2012/08/youre-never-too-big-to-act-small/
Lesson #2:
Have a plan(ish)
http://randomreflectionsbyrose.files.wordpress.com/2012/08/deep-end.jpg
[There were] things we started off
thinking were important - but once
tested in the market we found they
weren't important...
We had a user experience timeline of
the product - all of the moments where
a user would receive an email - but it
was rea...
http://douglasshoopphotography.blogspot.com/2011/10/fall-is-here.html
Lesson #3:
Know who you are
and what you stand
for
1. Those who relish content (& are good at it)
2. Those who don’t (& know it)
Two scenarios:
Would you hire a full-time content person?
If you look at startups - I don't think
there's a full-time CS role there... The
reason I say it's not a full-time job is
...
A freelance content person would have
been great to have... Felt superfluous as
a UX generalist - didn't feel useful all t...
Ok, so how much time are you spending on
your content?
Depends, 5-10% for blog/twitter/
marketing, and 30-40% presentations...
Oh wow, that’s shocking...
A year and a half ago, ...
So if you’re producing so much content...
So if you’re producing so much content...
And it’s not where you’re most valuable...
So if you’re producing so much content...
And it’s not where you’re most valuable...
And it has business value...
Frequency is just a desired target - we
wouldn’t compromise on quality.
http://baytalandalus.files.wordpress.com/2013/04/swimming-upstream.jpg
http://baytalandalus.files.wordpress.com/2013/04/swimming-upstream.jpg
Content has certainly been with us since
day one, be...
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar...
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar...
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar...
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar...
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar...
Thanks!
@coryannj
What if we could start over again? What startups have to teach big business
What if we could start over again? What startups have to teach big business
What if we could start over again? What startups have to teach big business
What if we could start over again? What startups have to teach big business
What if we could start over again? What startups have to teach big business
What if we could start over again? What startups have to teach big business
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What if we could start over again? What startups have to teach big business

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Content strategy has had a lot of lightbulb moments since the first CS Forum four years ago. However after seeing the same problems over and over again I started to wonder how big businesses got themselves into such a hot mess of content in the first place.

So, I went back to the start – and talked to four startups – a mix of digital and physical products, those who relish content and those who struggle with it. I asked how much content they produce (a lot), do they have a content person (nope), do they plan to hire a content person (nope to that too), and how that all makes sense if content is valued to them (and it was).

Discover what I learnt, including where good practices and bad habits start, and how to create, grow and maintain a content strategy as your organisation grows.

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What if we could start over again? What startups have to teach big business

  1. What if we could start over again? What startups have to teach big business @coryannj
  2. About me (the last 2.5 years):
  3. content guidelines, writing for the web training, design workshops, project management, service/UX/mobile/app design, wireframes (so many wireframes!), copywriting under duress, content migration, website maintenance, web analytics setup and reports, testing, QA, user research, user testing, writing release notes, and probably more.... About me (the last 2.5 years):
  4. A bit of background...
  5. http://taylorgarries.com/2012/10/11/content-strategy-for-the-web/
  6. http://www.dailydot.com/culture/cashcats-biz-art-show-tumblr/
  7. CONTENT STRATEGY http://meetthebeatlesforreal.blogspot.fi/2013/06/we-love-beatles.html
  8. Gartner Says Less than 10 Percent of Enterprises Have a True Information Strategy http://www.gartner.com/newsroom/id/2512315
  9. http://www.flickr.com/photos/proimos/
  10. http://nurturestore.co.uk/snail-races
  11. What I did
  12. Customer communication for web apps 30+ employees intercom.io
  13. Free online course management and social networking to connect teachers & learners 15 employees (in 2012) lore.com
  14. Digital publishing platform (Write Only Once, Publish It Everywhere) 2 employees woop.ie
  15. Everything-friendly cleaning and laundry products (safe for babies, kids, pets, you!) 4 employees lillysecoclean.com
  16. Everything-friendly cleaning and laundry products (safe for babies, kids, pets, you!) 4 employees lillysecoclean.com
  17. Lesson #1: You can do a lot with a little
  18. Website
  19. Website Social media
  20. Website Social media Emails
  21. Website Social media Emails Present- ations
  22. Website Social media Emails Present- ations Other stuff
  23. Website
  24. Website Product info
  25. Website Blog Product info
  26. Website DocsBlog Product info
  27. Website DocsBlog Product info Corporate stuff
  28. Social media
  29. Social media Facebook
  30. Social media TwitterFacebook
  31. Social media LinkedInTwitterFacebook
  32. Emails
  33. Emails Signup
  34. Emails PurchasesSignup
  35. Emails UpdatesPurchasesSignup
  36. Emails UpdatesPurchasesSignup Outages
  37. Present- ations
  38. Present- ations B2B Sales
  39. Present- ations Grants/ Funding B2B Sales
  40. Present- ations Grants/ Funding B2B Sales Speaking slots
  41. Other stuff
  42. Other stuff Webinars
  43. Other stuff App copyWebinars
  44. Other stuff Business plans App copyWebinars
  45. Other stuff Business plans App copyWebinars Labels
  46. Other stuff Business plans App copyWebinars Labels PR
  47. Other stuff Business plans App copyWebinars Labels MarketingPR
  48. Other stuff Business plans App copyWebinars Labels SalesMarketingPR
  49. Other stuff Business plans App copyWebinars Labels SalesMarketingPR Internal
  50. Two scenarios:
  51. 1. Those who relish content (& are good at it) Two scenarios:
  52. 1. Those who relish content (& are good at it) 2. Those who don’t (& know it) Two scenarios:
  53. 1. Those who relish content (& are good at it) 2. Those who don’t (& know it) Two scenarios:
  54. http://toysandbacon.blogspot.com #1 Soldier on
  55. http://thenextweb.com/shareables/2013/01/16/verizon-finds-developer-outsourced-his-work-to-china-so-he-could-surf-reddit-and-watch-cat-videos/ #2 Outsource
  56. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled #3 Hire unicorns
  57. A question of scale http://www.magellan-solutions.com/blog/2012/08/youre-never-too-big-to-act-small/
  58. Lesson #2: Have a plan(ish)
  59. http://randomreflectionsbyrose.files.wordpress.com/2012/08/deep-end.jpg
  60. [There were] things we started off thinking were important - but once tested in the market we found they weren't important or got in people's way...
  61. We had a user experience timeline of the product - all of the moments where a user would receive an email - but it was really hypothetical… Had to imagine when should you do this and how you should do it… On creating content prior to launch:
  62. http://douglasshoopphotography.blogspot.com/2011/10/fall-is-here.html
  63. Lesson #3: Know who you are and what you stand for
  64. 1. Those who relish content (& are good at it) 2. Those who don’t (& know it) Two scenarios:
  65. Would you hire a full-time content person?
  66. If you look at startups - I don't think there's a full-time CS role there... The reason I say it's not a full-time job is because in the early stages you're not producing that much content...
  67. A freelance content person would have been great to have... Felt superfluous as a UX generalist - didn't feel useful all the time, [a full-time] content person wouldn't be useful in the same way.
  68. Ok, so how much time are you spending on your content?
  69. Depends, 5-10% for blog/twitter/ marketing, and 30-40% presentations... Oh wow, that’s shocking... A year and a half ago, my job was designing this platform and making it work... But if you make it work and no- one knows about it, then who cares?
  70. So if you’re producing so much content...
  71. So if you’re producing so much content... And it’s not where you’re most valuable...
  72. So if you’re producing so much content... And it’s not where you’re most valuable... And it has business value...
  73. Frequency is just a desired target - we wouldn’t compromise on quality.
  74. http://baytalandalus.files.wordpress.com/2013/04/swimming-upstream.jpg
  75. http://baytalandalus.files.wordpress.com/2013/04/swimming-upstream.jpg Content has certainly been with us since day one, before day one - it’s built into everything we do.
  76. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled
  77. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled
  78. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled
  79. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled
  80. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled
  81. Thanks! @coryannj

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