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.

1. Content Strategy
at a micro scale
Congility 2014
Clara Guasch
@c_guasch
www.aclareix.com

3. Photo: Christian (https://www.flickr.com/photos/redteam/34451133)

5. Very little content

6. “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

7. People want useful content
no matter how big or small the
company behind that content is.

8. of European enterprises are micro

9. A RECOVERY ON THE HORIZON? , ANNUAL REPORT ON EUROPEAN SMEs 2012/2013

10. Are micro companies
generally creating better
content than big
organizations?

11. 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?

12. What is preventing smaller
companies from having good
content?

14. It looks feasible

15. Never learnt how to

16. Risk blindness

17. What are the fundamental problems?

18. Are we special?
Really?
Key
messages

19. Of course we need a website,
who doesn’t?
Goals

20. So we have an identity as
well…
Voice
and tone

21. I’ll tell you what our users
want… but not on our website
Users’
needs

23. Can Content Strategy help?
How?

24. We need to spread the word

25. Thinking comes first!
Content comes first
Content matters a lot
to everyone

26. Be there

27. analysis
execution
Analysis. Analysis. Analysis

28. Key messages
Identity
Goals
Users’ needs
Helping micro companies get specific

29. “Why do you say you do web pages?”
business
content strategy

30. The beauty of it all…
Content Strategy at a micro
scale has a
big, direct
impact.

31. Thank you
Clara Guasch
@c_guasch
www.aclareix.com