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Content obesity: An
organisation’s silent
killer.


World PR Forum Lightning Talk by Sally Bagshaw
November 2012
www.flickr.com/photos/puuikibeach




We are being weighed down by our content
We have a fast content lifestyle


• It is cheap to create (but expensive to
  maintain)
• Customers are consuming content at
  every opportunity (so we create more,
  more more)
• New ways to generate content are
  constantly being added to the menu (and
  the lines between online & offline are
  blurry)
© Sally Bagshaw 2012   World PR Forum, Melbourne   20 November 2012
www.flickr.com/photos/mikefats




It is easy to be a content production machine
Mass produced content is a lot like junk
food              In one minute:
• It is cheap to create but expensive to
  maintain      •- 571 new websites are
• It can dilute our brand
                                          created
                                          •- YouTube users upload
•
                                          48 hours of video
                                          •- Tumblr bloggers publish
                                             27,778 new posts
                                                   Source: www.domo.com

© Sally Bagshaw 2012   World PR Forum, Melbourne                          20 November 2012
www.flickr.com/photos/beggs




And most of it is junk
Junk content is bad for your
organisation’s health

• It lacks substance and doesn’t nourish
  your customers
•         After a while it becomes stale, blanding
         your brand
• Operationally, creating junk content is
  unsatisfying



© Sally Bagshaw 2012   World PR Forum, Melbourne     20 November 2012
Why has this happened?


We have been focusing too
 much on the content
 components of our
 content strategy and
 forgetting the people
 components.




© Sally Bagshaw 2012   World PR Forum, Melbourne   20 November 2012
www.flickr.com/photos/slemmon




People are the messy part
To make better content choices, focus on
the input rather than the output

• Support your content authors, ensure it is
  easy for them to develop good content
• Look beyond the traditional content
  creators in your organisation, get
  inspiration from others
•          Promote lean content



© Sally Bagshaw 2012   World PR Forum, Melbourne   20 November 2012
www.flickr.com/photos/usdagov




Figure out your workflow
A good workflow defines the people,
processes and tools needed for healthy
content production
• The right menu: Style guides and editorial
  schedules
• The right exercise: Author training and
  support
• The right equipment: Technology with a
  good author experience


© Sally Bagshaw 2012   World PR Forum, Melbourne   20 November 2012
www.flickr.com/photos/lydiashiningbrightly




Sort out your governance
Governance identifies the key decision
makers, the people responsible

• Remove temptation: Have a clear vision
  for how content supports business goals
• Empower your operations team: Give
  them the ability to say ‘no’
• Lead by example: Make content a
  strategic tool rather than an operational
  output


© Sally Bagshaw 2012   World PR Forum, Melbourne   20 November 2012
www.flickr.com/photos/usdagov




Let’s start making smarter content choices
In summary


Step away from the junk and focus on lean,
high quality content.


Let’s battle the content bulge together by
supporting our authors to make healthy
content choices.



© Sally Bagshaw 2012   World PR Forum, Melbourne   20 November 2012
Thank you!


sally@snappysentences.com
Twitter: @snappysentences
www.snappysentences.com
www.webcontentstrategy.com.au




© Sally Bagshaw 2012   World PR Forum, Melbourne   20 November 2012

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Content obesity: An organisation's silent killer

  • 1. Content obesity: An organisation’s silent killer. World PR Forum Lightning Talk by Sally Bagshaw November 2012
  • 3. We have a fast content lifestyle • It is cheap to create (but expensive to maintain) • Customers are consuming content at every opportunity (so we create more, more more) • New ways to generate content are constantly being added to the menu (and the lines between online & offline are blurry) © Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  • 4. www.flickr.com/photos/mikefats It is easy to be a content production machine
  • 5. Mass produced content is a lot like junk food In one minute: • It is cheap to create but expensive to maintain •- 571 new websites are • It can dilute our brand created •- YouTube users upload • 48 hours of video •- Tumblr bloggers publish 27,778 new posts Source: www.domo.com © Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  • 7. Junk content is bad for your organisation’s health • It lacks substance and doesn’t nourish your customers • After a while it becomes stale, blanding your brand • Operationally, creating junk content is unsatisfying © Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  • 8. Why has this happened? We have been focusing too much on the content components of our content strategy and forgetting the people components. © Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  • 10. To make better content choices, focus on the input rather than the output • Support your content authors, ensure it is easy for them to develop good content • Look beyond the traditional content creators in your organisation, get inspiration from others • Promote lean content © Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  • 12. A good workflow defines the people, processes and tools needed for healthy content production • The right menu: Style guides and editorial schedules • The right exercise: Author training and support • The right equipment: Technology with a good author experience © Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  • 14. Governance identifies the key decision makers, the people responsible • Remove temptation: Have a clear vision for how content supports business goals • Empower your operations team: Give them the ability to say ‘no’ • Lead by example: Make content a strategic tool rather than an operational output © Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012
  • 16. In summary Step away from the junk and focus on lean, high quality content. Let’s battle the content bulge together by supporting our authors to make healthy content choices. © Sally Bagshaw 2012 World PR Forum, Melbourne 20 November 2012