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What if we could
start over again?
What startups have to teach big business
@coryannj
About me (the last 2.5 years):
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):
A bit of background...
http://taylorgarries.com/2012/10/11/content-strategy-for-the-web/
What if we could start over again? What startups have to teach big business
http://www.dailydot.com/culture/cashcats-biz-art-show-tumblr/
CONTENT STRATEGY
http://meetthebeatlesforreal.blogspot.fi/2013/06/we-love-beatles.html
Gartner Says Less
than 10 Percent of
Enterprises Have a
True Information
Strategy
http://www.gartner.com/newsroom/id/2512315
http://www.flickr.com/photos/proimos/
http://nurturestore.co.uk/snail-races
What I did
Customer communication for web apps
30+ employees
intercom.io
Free online course management and social
networking to connect teachers & learners
15 employees (in 2012)
lore.com
Digital publishing platform
(Write Only Once, Publish It Everywhere)
2 employees
woop.ie
Everything-friendly cleaning and laundry
products (safe for babies, kids, pets, you!)
4 employees
lillysecoclean.com
Everything-friendly cleaning and laundry
products (safe for babies, kids, pets, you!)
4 employees
lillysecoclean.com
Lesson #1:
You can do a lot
with a little
What if we could start over again? What startups have to teach big business
Website
Website
Social
media
Website
Social
media
Emails
Website
Social
media
Emails
Present-
ations
Website
Social
media
Emails
Present-
ations
Other
stuff
Website
Website
Product
info
Website
Blog
Product
info
Website
DocsBlog
Product
info
Website
DocsBlog
Product
info
Corporate
stuff
Social
media
Social
media
Facebook
Social
media
TwitterFacebook
Social
media
LinkedInTwitterFacebook
Emails
Emails
Signup
Emails
PurchasesSignup
Emails
UpdatesPurchasesSignup
Emails
UpdatesPurchasesSignup Outages
Present-
ations
Present-
ations
B2B Sales
Present-
ations
Grants/
Funding
B2B Sales
Present-
ations
Grants/
Funding
B2B Sales
Speaking
slots
Other
stuff
Other
stuff
Webinars
Other
stuff
App copyWebinars
Other
stuff
Business
plans
App copyWebinars
Other
stuff
Business
plans
App copyWebinars Labels
Other
stuff
Business
plans
App copyWebinars Labels
PR
Other
stuff
Business
plans
App copyWebinars Labels
MarketingPR
Other
stuff
Business
plans
App copyWebinars Labels
SalesMarketingPR
Other
stuff
Business
plans
App copyWebinars Labels
SalesMarketingPR Internal
Two scenarios:
1. Those who relish content (& are good at it)
Two scenarios:
1. Those who relish content (& are good at it)
2. Those who don’t (& know it)
Two scenarios:
1. Those who relish content (& are good at it)
2. Those who don’t (& know it)
Two scenarios:
http://toysandbacon.blogspot.com
#1 Soldier on
http://thenextweb.com/shareables/2013/01/16/verizon-finds-developer-outsourced-his-work-to-china-so-he-could-surf-reddit-and-watch-cat-videos/
#2 Outsource
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar of
Toned
Styled
#3 Hire unicorns
A question of scale
http://www.magellan-solutions.com/blog/2012/08/youre-never-too-big-to-act-small/
Lesson #2:
Have a plan(ish)
http://randomreflectionsbyrose.files.wordpress.com/2012/08/deep-end.jpg
[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...
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:
What if we could start over again? What startups have to teach big business
What if we could start over again? What startups have to teach big business
http://douglasshoopphotography.blogspot.com/2011/10/fall-is-here.html
Lesson #3:
Know who you are
and what you stand
for
1. Those who relish content (& are good at it)
2. Those who don’t (& know it)
Two scenarios:
What if we could start over again? What startups have to teach big business
Would you hire a full-time content person?
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...
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.
Ok, so how much time are you spending on
your content?
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?
What if we could start over again? What startups have to teach big business
So if you’re producing so much content...
So if you’re producing so much content...
And it’s not where you’re most valuable...
So if you’re producing so much content...
And it’s not where you’re most valuable...
And it has business value...
Frequency is just a desired target - we
wouldn’t compromise on quality.
http://baytalandalus.files.wordpress.com/2013/04/swimming-upstream.jpg
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.
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar of
Toned
Styled
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar of
Toned
Styled
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar of
Toned
Styled
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar of
Toned
Styled
http://unicorns-of-the-vale.deviantart.com/art/The-Firebringer-Unicorn-93282364
Copywriting
for editing
Editorial Calendar of
Toned
Styled
Thanks!
@coryannj

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