Content Strategy at a micro scale (Congility 2014)

Content Strategy at a micro scale Congility 2014

Clara Guasch @c_guasch www.aclareix.com

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

Very little content

“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

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

of European enterprises are micro

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

Are micro companies

generally creating better

content than big

organizations?

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?

What is preventing smaller companies from having good content?

It looks feasible

Never learnt how to

Risk blindness

What are the fundamental problems?

Are we special? Really?

Key messages

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

Goals

So we have an identity as well…

Voice and tone

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

Users’ needs

Can Content Strategy help? How?

We need to spread the word

Thinking comes first!

Content comes first

Content matters a lot to everyone

Be there

analysis

execution

Analysis. Analysis. Analysis

Key messages

Identity

Goals

Users’ needs

Helping micro companies get specific

“Why do you say you do web pages?”

business

content strategy

The beauty of it all…

Content Strategy at a micro scale has a big, direct impact.

Thank you Clara Guasch @c_guasch www.aclareix.com