10 things every online business owner must know - EBriks Infotech

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10 things every online business owner must know - EBriks Infotech

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10 things every online business owner must know - EBriks Infotech

  1. 1. 10 THINGSevery business person should know about content strategy
  2. 2. INTRODUCTIONS • Melissa Rach • Director of Content Strategy, Brain Traffic • Journalist, marketer, information architect, writer, etc.
  3. 3. VOCABULARY
  4. 4. CONTENT IS…. Available in a wide variety of formats: • Text • Graphics • Videos/demos/animations • Games/widgets • Audio
  5. 5. CONTENT IS… Created by just about everyone: • The publishing industry/media • Businesses and organizations of all kinds • YOU!
  6. 6. CONTENT IS… Just about everywhere. • In print • Online • On signs • On the radio • Etc.
  7. 7. CONTENT IS… How we communicate knowledge, it is: • Informative • Instructional • Entertaining
  8. 8. INFORMATIVE
  9. 9. INSTRUCTIONAL
  10. 10. ENTERTAINING
  11. 11. OR ALL THREE
  12. 12. STRATEGY IS… A plan for obtaining a specific goal or result. This includes… • Tactical recommendations and ideas • Communication and enrollment overview • Guidelines for smart decision making • Change management and sustainment plan
  13. 13. WHAT IS CONTENT STRATEGY?
  14. 14. “Content strategy plans for the creation, publication, and governance of content. Kristina Halvorson Brain Traffic
  15. 15. TWO BIG COMPONENTS • Business value • Messaging/storytelling • Structure • Creation workflow • Publishing • Maintenance/governance Content Stuff People Stuff
  16. 16. THE GOAL IS TO MAKE CONTENT… • Useful • Usable • Purposeful • Profitable User Stuff Business Stuff
  17. 17. 1. TREAT CONTENT LIKE A CRITICAL BUSINESS ASSET. (IT IS ONE.)
  18. 18. “Because there isn’t a $1, $5, or $10 denomination stamped on the front of Web content, it’s often difficult to know exactly how valuable content is to your company. Bryan Eisenberg Future Now
  19. 19. Adam Smith Says value is: • Exclusive • Transparent 1776
  20. 20. 1955
  21. 21. 1956: INFORMATION AGE
  22. 22. 1990: INFORMATION SUPERHIGHWAY
  23. 23. CONTENT SAVES MONEY Content optimizes conversations with your: • Your customers • Vendors • Employees
  24. 24. CONTENT MAKES MONEY • Influences customers decisions • Builds trust • Provides purchase-path instructions • Upsells • Solicits feedback
  25. 25. MEASUREMENT MYTH
  26. 26. TO DO: DEFINE REAL GOALS AND SUCCESS METRICS.
  27. 27. 2. CONTENT NEEDS DEDICATED OVERSIGHT.
  28. 28. Brand/ Marketing UX/Web Strategy IT/ CMS Product/ The Business Content
  29. 29. 1955
  30. 30. Brand/ Marketing UX/Web Strategy IT/ CMS The Business Content Strategist
  31. 31. TO DO: ASSIGN A CONTENT ADVOCATE.
  32. 32. 3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.
  33. 33. IMPACT OF 11TH HOUR CONTENT • Rework (IA, design, database, etc.) • Delayed timelines • Over budget • Frustrated stakeholders • Stressed employees • Bad content • Bad usability • Unhappy users • Unsuccessful project
  34. 34. TO DO: INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
  35. 35. 4. UNDERSTAND YOUR CONTENT’S ENVIRONMENT.
  36. 36. ON THE INSIDE • Existing communications ecosystem • Branding • Technology/infrastructure • Resources • Political considerations • Contracts/requirements
  37. 37. ON THE OUTSIDE • User needs/wants • Competitors • Government regulations • Environmental issues • Economic climate
  38. 38. ALIGN STAKEHOLDERS • Present risks and opportuntities • Negotiate solutions • Revisit goals and success factors
  39. 39. TO DO: CONTENT FACTORS ANALYSIS
  40. 40. 5. DOCUMENT YOUR CONTENT ECOSYSTEM.
  41. 41. Twitter Print brochures Call center script Advertisements Web Site Annual report Blog In-person conversations YouTube channelManuals Direct Mail Newsletter Events Packaging Signage Press release
  42. 42. TO DO: CREATE CONTENT MAPS AND AUDITS
  43. 43. 6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.
  44. 44. CONTENT IS COMPLICATED 1. Strategize 2. Analyze Source 3. Categorize 4. Structure 5. Create 6. Stakeholder Review 7. Edit 8. Legal Review 9. Edit 10. Approve 11. Publish 12. Test
  45. 45. JUST TO GET STARTED… 1. Strategize 2. Analyze Source 3. Categorize 4. Structure 5. Create 6. Stakeholder Review 7. Edit 8. Legal Review 9. Edit 10. Approve ----------------------- 7. Publish 8. Test
  46. 46. hours
  47. 47. TO DO: CREATE A DETAILED TIME AND BUDGET ESTIMATE
  48. 48. 7. ASK WHY. START SMALL.
  49. 49. HOW CONTENT GROWS • “Our competitors have XYZ, so we should, too.” • “Every department needs equal representation.” • “The CEO wants a community.” • “This new widget is so cool.”
  50. 50. “Small websites are easier to manage than big ones. Since this is obvious, why don't more sites choose to be smaller? David Hobbs WelchmanPierpoint
  51. 51. LESS CONTENT IS OFTEN… • More user friendly
  52. 52. LESS CONTENT IS OFTEN… • More user friendly • Better quality • Cheaper to create • Easier to manage
  53. 53. TO DO: MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.
  54. 54. 8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.
  55. 55. THE DREAM TEAM • IA • SEO/Metadata • Brand • Writing/Multimedia • Design Rep • Technology Rep • Usability Rep • Legal Rep
  56. 56. CREATION PROCESS ROLES • Creator/Originator • Editor • Reviewer • Approver • Publisher
  57. 57. TO DO: CREATE A RESOURCE/WORKFLOW PLAN
  58. 58. 9. CONTENT NEEDS CARE AND FEEDING.
  59. 59. I need constant attention!
  60. 60. TIME-SUCK TECHNOLOGIES • Blogs • News feeds and newsletters • “Product of the month” • Communities
  61. 61. I’ve been ignored since 1999!
  62. 62. TO DO: EDITORIAL CALENDAR
  63. 63. Nobody likes me!
  64. 64. TO DO: CONTENT QUALITY ASSURANCE PLAN
  65. 65. I’m incorrect or embarrassing!
  66. 66. TO DO: SCHEDULE REGULAR AUDITS OF ALL CONTENT
  67. 67. 10. BE PREPARED FOR CHANGE.
  68. 68. LIFE HAPPENS • Brand and business goals change • Competitors up the ante • Measurement and audit results come in • Budgets or resources get cut
  69. 69. TO DO: CREATE A GOVERNANCE PLAN AND COMMITTEE
  70. 70. IN SUMMARY
  71. 71. 1. Treat content like a critical business asset. • Define real goals and success metrics. 2. Content needs dedicated oversight. • Assign a content advocate. 3. It’s never too early to think about content. • Invite your content advocate to your project kickoff meeting. 4. Understand your content’s environment. • Content factors analysis.
  72. 72. 5. Document your content ecosystem. • Create content maps and audits. 6. Don’t underestimate the content creation effort. • Create a detailed time and budget estimate. 7. Ask why. Start small. • Measure all content requests against business goals. 8. Assemble the content team before the work begins. • Create a resource/workflow plan.
  73. 73. 9. Content needs care and feeding. • Content quality assurance plan. • Schedule regular audits of all content. 10. Be prepared for change. • Create a governance plan and committee.

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