Content Strategy at a micro scale (Congility 2014)
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Content Strategy at a micro scale Congility 2014 Clara Guasch @c_guasch www.aclareix.com
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Slides accompanying my talk at Congility 2014 on why micro companies need a Content Strategy (even if they have very little content to create), and on what Content Strategy as a field can do in order to help these companies. There’s a storify based on tweets, in case you’re interested: https://storify.com/c_guasch/content-strategy-at-a-micro-scale Many thanks to @jordi_ubanell for the graphic design.
Transcript of Content Strategy at a micro scale (Congility 2014)
Content Strategy at a micro scale Congility 2014
Clara Guasch @c_guasch www.aclareix.com
Photo: Christian (https://www.flickr.com/photos/redteam/34451133)
Very little content
“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
People want useful content no matter how big or small the company behind that content is.
of European enterprises are micro
A RECOVERY ON THE HORIZON? , ANNUAL REPORT ON EUROPEAN SMEs 2012/2013
Are micro companies
generally creating better
content than big
organizations?
Music School
• What Instruments can I learn?
• Do they teach children and adults?
Restaurant
• Do they rent the place for private events?
• No contact details.
Coworking Space?
• What is it this? What is it they do?
What is preventing smaller companies from having good content?
It looks feasible
Never learnt how to
Risk blindness
What are the fundamental problems?
Are we special? Really?
Key messages
Of course we need a website, who doesn’t?
Goals
So we have an identity as well…
Voice and tone
I’ll tell you what our users want… but not on our website
Users’ needs
Can Content Strategy help? How?
We need to spread the word
Thinking comes first!
Content comes first
Content matters a lot to everyone
Be there
analysis
execution
Analysis. Analysis. Analysis
Key messages
Identity
Goals
Users’ needs
Helping micro companies get specific
“Why do you say you do web pages?”
business
content strategy
The beauty of it all…
Content Strategy at a micro scale has a big, direct impact.
Thank you Clara Guasch @c_guasch www.aclareix.com
