Downloaded 13 times
Uploaded byEBriks Infotech Pvt. Ltd.
10 things every online business owner must know - EBriks Infotech
This document outlines 10 things every business person should know about content strategy. It discusses how to treat content as a critical business asset, ensure content has dedicated oversight, understand the content environment, document the content ecosystem, estimate content creation efforts, start small and measure against goals, assemble a content team, care for and maintain content over time, and plan for change. The overall goal is to make content useful, usable, purposeful and profitable.
More Related Content
Similar to 10 things every online business owner must know - EBriks Infotech
10 things every online business owner must know - EBriks Infotech
- 1. 10 THINGSevery businessperson should know about content strategy
- 2. INTRODUCTIONS • Melissa Rach •Director of Content Strategy, Brain Traffic • Journalist, marketer, information architect, writer, etc.
- 3.
- 4. CONTENT IS…. Available ina wide variety of formats: • Text • Graphics • Videos/demos/animations • Games/widgets • Audio
- 5. CONTENT IS… Created byjust about everyone: • The publishing industry/media • Businesses and organizations of all kinds • YOU!
- 6. CONTENT IS… Just abouteverywhere. • In print • Online • On signs • On the radio • Etc.
- 7. CONTENT IS… How wecommunicate knowledge, it is: • Informative • Instructional • Entertaining
- 8.
- 9.
- 10.
- 11.
- 12. STRATEGY IS… A planfor 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.
- 14. “Content strategy plansfor the creation, publication, and governance of content. Kristina Halvorson Brain Traffic
- 15. TWO BIG COMPONENTS •Business value • Messaging/storytelling • Structure • Creation workflow • Publishing • Maintenance/governance Content Stuff People Stuff
- 16. THE GOAL ISTO MAKE CONTENT… • Useful • Usable • Purposeful • Profitable User Stuff Business Stuff
- 17. 1. TREAT CONTENT LIKEA CRITICAL BUSINESS ASSET. (IT IS ONE.)
- 18. “Because there isn’ta $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. Adam Smith Says valueis: • Exclusive • Transparent 1776
- 20.
- 21.
- 23.
- 24. CONTENT SAVES MONEY Contentoptimizes conversations with your: • Your customers • Vendors • Employees
- 25. CONTENT MAKES MONEY •Influences customers decisions • Builds trust • Provides purchase-path instructions • Upsells • Solicits feedback
- 26.
- 27. TO DO: DEFINE REALGOALS AND SUCCESS METRICS.
- 28.
- 29.
- 31.
- 32.
- 35. TO DO: ASSIGN ACONTENT ADVOCATE.
- 36. 3. IT’S NEVER TOOEARLY TO THINK ABOUT CONTENT.
- 39. IMPACT OF 11TH HOURCONTENT • Rework (IA, design, database, etc.) • Delayed timelines • Over budget • Frustrated stakeholders • Stressed employees • Bad content • Bad usability • Unhappy users • Unsuccessful project
- 40. TO DO: INVITE YOURCONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
- 41.
- 42. ON THE INSIDE •Existing communications ecosystem • Branding • Technology/infrastructure • Resources • Political considerations • Contracts/requirements
- 43. ON THE OUTSIDE •User needs/wants • Competitors • Government regulations • Environmental issues • Economic climate
- 44. ALIGN STAKEHOLDERS • Presentrisks and opportuntities • Negotiate solutions • Revisit goals and success factors
- 45.
- 46.
- 47. Twitter Print brochures Call centerscript Advertisements Web Site Annual report Blog In-person conversations YouTube channelManuals Direct Mail Newsletter Events Packaging Signage Press release
- 50. TO DO: CREATE CONTENTMAPS AND AUDITS
- 51. 6. DON’T UNDERESTIMATE THE CONTENTCREATION EFFORT.
- 52. 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
- 54. JUST TO GETSTARTED… 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
- 55.
- 57. TO DO: CREATE ADETAILED TIME AND BUDGET ESTIMATE
- 58.
- 59. 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.”
- 60. “Small websites areeasier to manage than big ones. Since this is obvious, why don't more sites choose to be smaller? David Hobbs WelchmanPierpoint
- 61. LESS CONTENT ISOFTEN… • More user friendly
- 64. LESS CONTENT ISOFTEN… • More user friendly • Better quality • Cheaper to create • Easier to manage
- 65. TO DO: MEASURE ALLCONTENT REQUESTS AGAINST BUSINESS GOALS.
- 66. 8. ASSEMBLE THE CONTENT TEAMBEFORE THE WORK BEGINS.
- 67. THE DREAM TEAM •IA • SEO/Metadata • Brand • Writing/Multimedia • Design Rep • Technology Rep • Usability Rep • Legal Rep
- 68. CREATION PROCESS ROLES •Creator/Originator • Editor • Reviewer • Approver • Publisher
- 69.
- 70. 9. CONTENT NEEDS CARE ANDFEEDING.
- 71.
- 73. TIME-SUCK TECHNOLOGIES • Blogs • Newsfeeds and newsletters • “Product of the month” • Communities
- 74.
- 77.
- 78.
- 80.
- 81.
- 84. TO DO: SCHEDULE REGULAR AUDITSOF ALL CONTENT
- 85.
- 87. LIFE HAPPENS • Brandand business goals change • Competitors up the ante • Measurement and audit results come in • Budgets or resources get cut
- 88. TO DO: CREATE AGOVERNANCE PLAN AND COMMITTEE
- 89.
- 90. 1. Treat contentlike 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.
- 91. 5. Document yourcontent 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.
- 92. 9. Content needscare and feeding. • Content quality assurance plan. • Schedule regular audits of all content. 10. Be prepared for change. • Create a governance plan and committee.