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Content Strategy and micro- enterprises: A symbiosis Confab Europe 2014 Clara Guasch @c_guasch www.aclareix.com

Content Strategy and micro-enterprises: A symbiosis

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Presented at Confab Europe 2014, in Barcelona Content Strategy and micro-enterprises need each other. At least in Europe, where 92% of companies have less than 10 employees. The presentation focusses on: - the need to apply content strategy at a micro level, and the particular benefits it brings. - how and why content strategy as a field can benefit from small enterprises - how to make content strategy available for micro-enterprises

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Page 1: Content Strategy and micro-enterprises: A symbiosis

Content Strategy and micro-enterprises: A symbiosisConfab Europe 2014

Clara Guasch@c_guaschwww.aclareix.com

Page 2: Content Strategy and micro-enterprises: A symbiosis

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

Page 3: Content Strategy and micro-enterprises: A symbiosis

This is a company

@c_guasch

Page 4: Content Strategy and micro-enterprises: A symbiosis

92.1%of European enterprises are micro

@c_guasch

Page 6: Content Strategy and micro-enterprises: A symbiosis

“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

@c_guasch

Page 7: Content Strategy and micro-enterprises: A symbiosis

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

@c_guasch

Page 8: Content Strategy and micro-enterprises: A symbiosis

Do small companies really need Content Strategy?

@c_guasch

Page 9: Content Strategy and micro-enterprises: A symbiosis

@c_guasch

"Mommy, pleeeease,

let us do it!"

Page 10: Content Strategy and micro-enterprises: A symbiosis

Size doesn’t matter. What matters is the challenge.And challenges need strategy.

@c_guasch

Page 11: Content Strategy and micro-enterprises: A symbiosis

What’s the story right now?

@c_guasch

Page 12: Content Strategy and micro-enterprises: A symbiosis

You give us the content, we’ll do the rest.

@c_guasch

Page 13: Content Strategy and micro-enterprises: A symbiosis

It looks feasible

@c_guasch

Page 14: Content Strategy and micro-enterprises: A symbiosis

Risk? What risk?

@c_guasch

Page 15: Content Strategy and micro-enterprises: A symbiosis

Oops, we can barely float!

@c_guasch

Page 16: Content Strategy and micro-enterprises: A symbiosis

What instruments can I learn?

Do they teach children and adults?

Do they rent the place for private events?

How can I contact them?

What is this?

What is it they do?

@c_guasch

Page 17: Content Strategy and micro-enterprises: A symbiosis

It’s not just a copywriting problem...

@c_guasch

Page 18: Content Strategy and micro-enterprises: A symbiosis

What if we add some strategy?

@c_guasch

Page 19: Content Strategy and micro-enterprises: A symbiosis

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

Goals

@c_guasch

Page 20: Content Strategy and micro-enterprises: A symbiosis

Are we special?Really?

Key messages

@c_guasch

Page 21: Content Strategy and micro-enterprises: A symbiosis

So we have an identity as well…

Voice and tone

@c_guasch

Page 22: Content Strategy and micro-enterprises: A symbiosis

I’ll tell you what our users want… but not on our website

Users’ needs

@c_guasch

Page 23: Content Strategy and micro-enterprises: A symbiosis

We need news on the home page, and a blog, and a newsletter, and we’re on Twitter now, and…

Resources

@c_guasch

Page 24: Content Strategy and micro-enterprises: A symbiosis

Helping micro-enterprises get specific and realistic

Goals

Key messages

Identity

Users’ needs

Resources

@c_guasch

Page 25: Content Strategy and micro-enterprises: A symbiosis

Strategy doesn’t come naturally to organizations when it comes to content.

@c_guasch

Page 26: Content Strategy and micro-enterprises: A symbiosis

Content comes first

Content comes first

Content comes first

Content comes first

Thinking comes first

Content comes first

Content comes first

Content comes first@c_guasch

Page 27: Content Strategy and micro-enterprises: A symbiosis

It’s nearly all about the analysis

analysis

execution

@c_guasch

Page 28: Content Strategy and micro-enterprises: A symbiosis

“Why do you say you do web pages?”

business

content strategy

@c_guasch

Page 29: Content Strategy and micro-enterprises: A symbiosis

Content Strategy at a micro scale has a big, direct impact on:

- Content- People- Business

@c_guasch

Page 30: Content Strategy and micro-enterprises: A symbiosis

Can Content Strategy as a field benefit from small companies?

@c_guasch

Page 31: Content Strategy and micro-enterprises: A symbiosis

Big market

@c_guasch

Page 32: Content Strategy and micro-enterprises: A symbiosis

Even bigger market:beyond the web

@c_guasch

Page 33: Content Strategy and micro-enterprises: A symbiosis

Great chance to generate awareness among professionals

@c_guasch

Page 34: Content Strategy and micro-enterprises: A symbiosis

Excellent training field

@c_guasch

Page 35: Content Strategy and micro-enterprises: A symbiosis

Some smallcompanies grow

@c_guasch

Page 36: Content Strategy and micro-enterprises: A symbiosis

How can we make it happen?

@c_guasch

Page 37: Content Strategy and micro-enterprises: A symbiosis

Be clear and assertive

Make it clear that good content is not an option. It’s a must.

asdf

@c_guasch

Page 38: Content Strategy and micro-enterprises: A symbiosis

Be honest

Always relate content to Content Strategy.

@c_guasch

Page 39: Content Strategy and micro-enterprises: A symbiosis

Be flexible

Find ways to make a content strategy affordable.

asdf

@c_guasch

Page 40: Content Strategy and micro-enterprises: A symbiosis

Be stubborn

Never ever skip the analysis. Content comes second.

asdf

@c_guasch

Page 41: Content Strategy and micro-enterprises: A symbiosis

Apply Content Strategy at a micro scale:

It’s needed.It’s feasible. It’s good fun!

@c_guasch

Page 42: Content Strategy and micro-enterprises: A symbiosis

Thank youClara Guasch@c_guaschwww.aclareix.com