What if we could start over again? What startups have to teach big business
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Content strategy has had a lot of lightbulb moments since the first CS Forum four years ago. However after seeing the same problems over and over again I started to wonder how big businesses got themselves into such a hot mess of content in the first place. So, I went back to the start – and talked to four startups – a mix of digital and physical products, those who relish content and those who struggle with it. I asked how much content they produce (a lot), do they have a content person (nope), do they plan to hire a content person (nope to that too), and how that all makes sense if content is valued to them (and it was). Discover what I learnt, including where good practices and bad habits start, and how to create, grow and maintain a content strategy as your organisation grows.
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What if we could start over again? What startups have to teach big business
- 1. What if we could start over again? What startups have to teach big business @coryannj
- 2. About me (the last 2.5 years):
- 3. content guidelines, writing for the web training, design workshops, project management, service/UX/mobile/app design, wireframes (so many wireframes!), copywriting under duress, content migration, website maintenance, web analytics setup and reports, testing, QA, user research, user testing, writing release notes, and probably more.... About me (the last 2.5 years):
- 4. A bit of background...
- 9. Gartner Says Less than 10 Percent of Enterprises Have a True Information Strategy http://www.gartner.com/newsroom/id/2512315
- 12. What I did
- 13. Customer communication for web apps 30+ employees intercom.io
- 14. Free online course management and social networking to connect teachers & learners 15 employees (in 2012) lore.com
- 15. Digital publishing platform (Write Only Once, Publish It Everywhere) 2 employees woop.ie
- 16. Everything-friendly cleaning and laundry products (safe for babies, kids, pets, you!) 4 employees lillysecoclean.com
- 17. Everything-friendly cleaning and laundry products (safe for babies, kids, pets, you!) 4 employees lillysecoclean.com
- 18. Lesson #1: You can do a lot with a little
- 20. Website
- 25. Website
- 30. Social media
- 34. Emails
- 35. Emails Signup
- 39. Present- ations
- 43. Other stuff
- 52. Two scenarios:
- 53. 1. Those who relish content (& are good at it) Two scenarios:
- 54. 1. Those who relish content (& are good at it) 2. Those who don’t (& know it) Two scenarios:
- 55. 1. Those who relish content (& are good at it) 2. Those who don’t (& know it) Two scenarios:
- 58. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled #3 Hire unicorns
- 59. A question of scale http://www.magellan-solutions.com/blog/2012/08/youre-never-too-big-to-act-small/
- 60. Lesson #2: Have a plan(ish)
- 62. [There were] things we started off thinking were important - but once tested in the market we found they weren't important or got in people's way...
- 63. We had a user experience timeline of the product - all of the moments where a user would receive an email - but it was really hypothetical… Had to imagine when should you do this and how you should do it… On creating content prior to launch:
- 67. Lesson #3: Know who you are and what you stand for
- 68. 1. Those who relish content (& are good at it) 2. Those who don’t (& know it) Two scenarios:
- 70. Would you hire a full-time content person?
- 71. If you look at startups - I don't think there's a full-time CS role there... The reason I say it's not a full-time job is because in the early stages you're not producing that much content...
- 72. A freelance content person would have been great to have... Felt superfluous as a UX generalist - didn't feel useful all the time, [a full-time] content person wouldn't be useful in the same way.
- 73. Ok, so how much time are you spending on your content?
- 74. Depends, 5-10% for blog/twitter/ marketing, and 30-40% presentations... Oh wow, that’s shocking... A year and a half ago, my job was designing this platform and making it work... But if you make it work and no- one knows about it, then who cares?
- 76. So if you’re producing so much content...
- 77. So if you’re producing so much content... And it’s not where you’re most valuable...
- 78. So if you’re producing so much content... And it’s not where you’re most valuable... And it has business value...
- 79. Frequency is just a desired target - we wouldn’t compromise on quality.
- 81. http://baytalandalus.files.wordpress.com/2013/04/swimming-upstream.jpg Content has certainly been with us since day one, before day one - it’s built into everything we do.
- 82. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled
- 83. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled
- 84. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled
- 85. http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364 Copywriting for editing Editorial Calendar of Toned Styled