content strategy and micro-enterprises: a symbiosis

Content Strategy and micro-enterprises: A symbiosisConfab Europe 2014

Clara Guasch@c_guaschwww.aclareix.com

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

This is a company

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92.1%of European enterprises are micro

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

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“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

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

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Do small companies really need Content Strategy?

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"Mommy, pleeeease,

let us do it!"

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

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What’s the story right now?

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

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It looks feasible

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Risk? What risk?

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Oops, we can barely float!

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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?

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It’s not just a copywriting problem...

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What if we add some strategy?

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

Goals

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Are we special?Really?

Key messages

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So we have an identity as well…

Voice and tone

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

Users’ needs

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

Resources

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Helping micro-enterprises get specific and realistic

Goals

Key messages

Identity

Users’ needs

Resources

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

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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

It’s nearly all about the analysis

analysis

execution

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“Why do you say you do web pages?”

business

content strategy

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

- Content- People- Business

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Can Content Strategy as a field benefit from small companies?

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Big market

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Even bigger market:beyond the web

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Great chance to generate awareness among professionals

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Excellent training field

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Some smallcompanies grow

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How can we make it happen?

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Be clear and assertive

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

asdf

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Be honest

Always relate content to Content Strategy.

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Be flexible

Find ways to make a content strategy affordable.

asdf

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Be stubborn

Never ever skip the analysis. Content comes second.

asdf

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Apply Content Strategy at a micro scale:

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

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Thank youClara Guasch@c_guaschwww.aclareix.com