2
„A small percentage of Web content really makes a difference. It makes the sale, delivers the service, and builds the brand. This is the killer Web content. It probably represents less than 10% of content published on the Web, because – let’s face it – most content just gets in the way.”
Gerry McGovern
„Less is more”
3
More Filler = Less Killer
4
What is content strategy?
Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable
content.
5
Content strategy elements
http://www.slideshare.net/KMcGrane/how-to-do-content-strategy
6
„Content-Delay Syndrome”
http://www.slideshare.net/KMcGrane/how-to-do-content-strategy
7
Know the content early
8
Know the content early
9
Know the content early
10
Know the content early
Company XYZ is a world leading provider of shared, reseller, VPS and dedicated web hosting. Privately held and based in Poznan, Poland the company was founded in 2002 by current Founder and Chairman Mr XYZ, who started the company from his dorm room at Adam Mickiewicz University. Since then, Company XYZ has grown from a small hosting company with just three servers into a world leading and industry recognized hosting provider with more than 7,000 servers under management. The over four million domains hosted by Company XYZ make up approximately 10% of the polish Internet traffic.
As a technology and product innovator, Company XYZ is able to provide its more than 225,000 customers with innovative products and services designed to complement their existing businesses. Company XYZ serves customers ranging from individual freelancers to Fortune 500 companies in more than 20 countries.
Because of the nature of reseller hosting, Company XYZ customers are frequently web designers and or developers who have chosen to provide hosting services to their clients. Businesses of all sizes and shapes frequently make use of Company XYZ's affordable, but still powerful shared, reseller, and dedicated hosting services. Customers range from complete novices to computer and technology experts.
In 2008, HostGator was recognized by ABC Magazine as one of the fastest growing private companies in Poland. According to ABC Magazine, Company XYZ is the 21st fastest growing private company in Poland, the second fastest growing private company in the "business services" sector, and the fastest growing private company in Greater Poland.
In order to keep up with the company's rapid growth, Company XYZ moved from its original office in Wroclaw into a new 20,000 square foot office building in Poznan, Greater Poland. Since moving to Houston in January 2007, the company has added more than 200 employees. The company is growing rapidly and expects to add roughly 200 employees within the next two years.
In a June 2008 customer satisfaction survey, approximately 90% of Company XYZ customers reported being satisfied with Company XYZ and the services it provides. Industry-leading customer service and support is at the forefront of what Company XYZ does on a day-to-day basis. The company is constantly working to improve and refine that service and support and achieve its goal of becoming the world leader in the global web hosting market.
11
Put someone in charge
http://www.slideshare.net/KMcGrane/how-to-do-content-strategy
12
Content analysis methods
• Content Audit
• Content Inventory
• Content Map
http://www.slideshare.net/cfox74/content-analysis-the-hows-and-whys-to-understanding-your-content-presentation
13
What is content?
• Text & Data
• Graphics
• Video & Animation
• Audio
14
Key questions
http://www.slideshare.net/KMcGrane/how-to-do-content-strategy
15
„We’ll keep trying to fit words, audio, graphics, and video into page templates that weren’t truly designed with our business’s real-world content requirements in mind. Our customers still won’t find what they’re looking for. And we’ll keep failing to publish useful, usable content that people actually care about.” Kristina Halvorson
16
Thank you!
17
Further reading
18
