Crouching Stakeholder Hidden Content
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description
All too often we overlook the things that will help us provide value for our customers. In this presentation I provide an overview of the key components of a stakeholder interview and the importance of qualitative and quantitative content audits.
Transcript of Crouching Stakeholder Hidden Content
Customers
Competitors
Marketing
Sales
Products / Services
Strategy
6 COMPONENTS OF A STAKEHOLDER INTERVIEW
1. Typical buyer?2. Pain points of buyer?3. What content do they need?
CUSTOMERS
4. Top 5 competitors?5. Strengths / weaknesses? 6. Why do they win?7. Why and how do you fail?
COMPETITORS
8. Branding / marketing assets?9. Key messages?10. Opportunities?
MARKETING
11. Process?12. Challenges?13. Sales Cycle?
SALES
14. Pros / Cons?15. Price?16. Key differentiators?
PRODUCTS / SERVICES
17. Projected market shift?18. What does success look like?19. KPIs?
STRATEGY
AUDTING.
AUDTING. CONTENT.
AUDTING. CONTENT. (SUCKS)
Social SharesBacklinksDate PublishedDependenciesTaxonomyOwnerStatus
TRACK ALL THE THINGS
axz.mx/cs-worksheet
1. The Qualitative Content Audit by Content Insights – Link2. How to Perform a Content Audit by Kristina Kledzik – Link3. A Checklist for Content Work by Erin Kissane – Link4. Audit, Plan, Build, Grow: A Methodology for Content Strategy by Erin Kissane – Link5. How to Conduct A Content Audit by Donna Spencer – Link6. Content Audits and Inventories by Creek Content – Link7. The Content Inventory is Your Friend by Kristina Halvorson – Link8. Why Traditional Content Audits Aren’t Enough by Ahava Leibtag – Link9. From Content Audit to Design Insight by Christopher Detzi – Link10. How to Create a Content Strategy (In Only 652 Steps) by Ian Lurie – Link11. Content Inventory by Usability.gov – Link12. Organizing Your Website: Taking Stock of Content by Harvard Web Publishing – Link13. The Rolling Content Inventory by Louis Rosenfeld– Link14. How to Do a Content Inventory and Audit by Erin Everhart – Link15. The Argument for a Content Audit Your Marketing Team Never Made by Adria Saracino – Link16. What Book Reviewing Taught Me About the Content Audit by Frank Marquardt – Link17. A Map-Based Approach to a Content Inventory by Patrick C. Walsh – Link18. Audience Analysis by HowTo.gov – Link19. Super Awesome Content Strategy Worksheet By Steve Floyd – Link
Steve FloydFounder / Principle at AXZM
twitter: @nawlreadyphone: (214) 272-9109
www.axzm.com
For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design).
![COLLABORATION in 2002, [Part I] Crouching Power Hidden Vision By Peter J. Ozolin Title: CKO, Paul Hastings 503.789.0697.](https://static.fdocuments.us/doc/165x107/5514eab8550346b0338b5d17/collaboration-in-2002-part-i-crouching-power-hidden-vision-by-peter-j-ozolin-title-cko-paul-hastings-5037890697.jpg)
