The document outlines 10 things the author has learned about content strategy from their experience at eBay. Some of the key lessons include: 1) Content is a broad field with many approaches; 2) Measurement of effectiveness is important but key performance indicators should not be the only goals; and 3) Content has always been modular and adaptable to different formats and platforms. The document advocates for data-driven measurement of impact, considering a global approach to content, and focusing on creating content that customers love over rigid organizational structures.

1. 10 THINGS I’VE
LEARNED
ABOUT CONTENT
STRATEGY
LUCIE HYDE | DIRECTOR, GLOBAL CONTENT | eBay
November 2013

2. LESSON 101:
CONTENT IS
POLITICAL

3. CONTENT
IS A
BROAD
CHURCH

4. CONTENT
IS
GLOBAL

5. CONTENT IS
MULTIDIMENSIONAL

6. CONTENT
IS DATA

7. MEASUREMENT
IS ESSENTIAL
BUT KPIs ARE
NOT GOALS

8. CONTENT
IS (AND
HAS
ALWAYS
BEEN)
MODULAR

9. Inspiration
AND
Inspiration
utility
Utility
CONTENT IS
MORE THAN
UTILITY
9

10. JOB
TITLES
DON‘T
MATTER.

11. At its
core, content
strategy
grapples with the
one question
about web
content that we
all love to ignore:
What's
the
point?
Elizabeth
O’Neill, Huffington Post
Sept 2013

12. Accompanying
notes
1

13. CONTENT IS A BROAD CHURCH
Like many disciplines (engineering, medicine, finance) there
are many flavours of content strategy.
We don‘t have to all be the same. I would argue we don‘t
want to all be the same.
Customers don‘t care whether we sit in marketing, product,
user experience, communications, IT … they care that we
produce truly great content. Content that they love.

14. MEASUREMENT IS ESSENTIAL BUT KPIs ARE
NOT GOALS
Measuring effectiveness is essential if we are to succeed
Quality is NOT the same as effectiveness. Effectiveness is
more important.
A robust measurement framework should include IMPACT
and HEALTH measurements.
Outcome-based goals are also important – but they often
(usually) include more than content.

15. CONTENT IS GLOBAL
If you‘ve ever said mine‘s not then you‘re kidding yourself.
www.translate.google.com
Your customers are using it. You should be too!

16. CONTENT IS (AND HAS ALWAYS BEEN) MODULAR
Well, nearly always.
From the 1500s at least, when they started using wooden,
interchangeable blocks.
Then on into hot metal …
… and the digital age.
What‘s new is the scale and format.