Content Strategy and micro-enterprises: A symbiosis
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Content Strategy and micro-enterprises: A symbiosisConfab Europe 2014
Clara Guasch@c_guaschwww.aclareix.com
Photo: Christian (https://www.flickr.com/photos/redteam/34451133)
This is a company
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92.1%of European enterprises are micro
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A RECOVERY ON THE HORIZON? , ANNUAL REPORT ON EUROPEAN SMEs 2012/2013
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“High-quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online.”
― Kristina Halvorson Content Strategy for the Web
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People want useful content no matter how big or small the company behind that content is.
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Do small companies really need Content Strategy?
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"Mommy, pleeeease,
let us do it!"
Size doesn’t matter. What matters is the challenge.And challenges need strategy.
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What’s the story right now?
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You give us the content, we’ll do the rest.
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It looks feasible
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Risk? What risk?
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Oops, we can barely float!
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What instruments can I learn?
Do they teach children and adults?
Do they rent the place for private events?
How can I contact them?
What is this?
What is it they do?
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It’s not just a copywriting problem...
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What if we add some strategy?
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Of course we need a website, who doesn’t?
Goals
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Are we special?Really?
Key messages
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So we have an identity as well…
Voice and tone
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I’ll tell you what our users want… but not on our website
Users’ needs
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We need news on the home page, and a blog, and a newsletter, and we’re on Twitter now, and…
Resources
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Helping micro-enterprises get specific and realistic
Goals
Key messages
Identity
Users’ needs
Resources
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Strategy doesn’t come naturally to organizations when it comes to content.
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Content comes first
Content comes first
Content comes first
Content comes first
Thinking comes first
Content comes first
Content comes first
Content comes first@c_guasch
It’s nearly all about the analysis
analysis
execution
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“Why do you say you do web pages?”
business
content strategy
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Content Strategy at a micro scale has a big, direct impact on:
- Content- People- Business
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Can Content Strategy as a field benefit from small companies?
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Big market
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Even bigger market:beyond the web
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Great chance to generate awareness among professionals
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Excellent training field
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Some smallcompanies grow
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How can we make it happen?
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Be clear and assertive
Make it clear that good content is not an option. It’s a must.
asdf
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Be honest
Always relate content to Content Strategy.
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Be flexible
Find ways to make a content strategy affordable.
asdf
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Be stubborn
Never ever skip the analysis. Content comes second.
asdf
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Apply Content Strategy at a micro scale:
It’s needed.It’s feasible. It’s good fun!
@c_guasch
Thank youClara Guasch@c_guaschwww.aclareix.com