Content Strategy for Startups: Jump-Start the Crucial Conversations You Need to Have with Your Customers, Investors, and Team | Seattle Interactive 2019
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Larry Swanson (Speaker) Content Strategist, Elless Media Startups need content strategy as much as any big enterprise. But tight budgets and aggressive product goals can push content concerns to a back burner. This session will show the importance of integrating content strategy into your startup's operations. Startups are uniquely positioned to sidestep the content problems that plague more established enterprises. Enterprise content strategists spend 90% of their time fixing content problems caused by a lack of strategy and direction. You'll leave this session with pragmatic, low-budget ways to avoid these problems and build a content culture into your startup from day one.
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Content Strategy for Startups: Jump-Start the Crucial Conversations You Need to Have with Your Customers, Investors, and Team | Seattle Interactive 2019
- 1. Jump-Start Crucial Conversations with Your Customers, Investors, and Team
- 2. 10 years book publishing 23 years web & digital stuff 6 startups 55 content strategy podcasts 938 events & gatherings
- 5. Founder Product Business Developer Designer Content Other?
- 6. Agenda Startups Content Strategy Content Strategy Applications Customers Investors Team
- 8. Marketing Product UX Support
- 22. Strategy?
- 23. Authority Cross-function buy-in Direction What it looks like
- 24. Assessment Approach Action How you do it
- 27. product onboarding help scripts content marketing email campaigns loyalty program Customer Journey Marketing Product Support RetentionContentContent Strategy
- 35. Why How What sales scripts website white papers video podcast UX copy apps HR newsletter tech docs support scripts conference talks investor pitches marketing content content marketing onboarding scripts product design operations governance strategy engineering Domain discovery social media Scope effectiveness PR outreach job description recruiting pitch UGC
- 40. More customer research Content audit Conversational Customer Applications
- 42. Content as an investment Content maturity model Content effectiveness Investor Applications
- 44. Domain mapping Content as a business function Values alignment Team Applications
Editor's Notes
- compulsive event organizer live, eat, drink, breathe CS, but . . .
- dude! are you nuts? they’re frenetic vistionaries with no budget.
- you’ve got a fantastic opportunity
- democratize CS + help founders be stewards of this important business function as you’ll see, lot’s to take care of w/CS
- Noom, Duolingo, Mailchimp, Intercom + Peleton, REI, etc.
- what does that word even mean?
- iconic NYC skyscraper
- content was a word that the biz media used to describe cable TV programming
- crazy quilt digitized, atomized, connect, multimedia, omnichannel wackiness
- currency – value, coin, bank – versatile
- genesis of “content first” trend
- focus on the customer – their needs other ways to look at content – if you’re a consumer . . .
- waterboarding them with random acts of content
- writers block and other obstacles to creativity
- founder or execs office stakeholder alignment direction, not prescriptive, not exactly what to do
- values alignment, discovery, business intent, gap analysis, etc. how you’ll cross that gap a plan of action
- customers don’t care about your intent, where in org it comes from, they just want content (actually thing that content is about)
- elegant, well-developed model of the field of CS
- end up w/ purpose-driven content engine products of various comms channels methods by which you plan, create, and manage them why – values, intent, purpose – harness the power of why