Lucie hyde csa2013_keynote_10thingsivelearned
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Transcript of Lucie hyde csa2013_keynote_10thingsivelearned
10 THINGS I’VE LEARNEDABOUT CONTENT STRATEGY
LUCIE HYDE | DIRECTOR, GLOBAL CONTENT | eBay
November 2013
LESSON 101: CONTENT IS POLITICAL
CONTENT IS A
BROAD CHURCH
CONTENT IS
GLOBAL
CONTENT LANGUAGE
DELIVERY
CONTENT IS MULTI-
DIMENSIONAL
CONTENT IS DATA
MEASUREMENT IS ESSENTIAL BUT KPIs ARE
NOT GOALS
CONTENT IS (AND
HAS ALWAYS BEEN)
MODULAR
9
CONTENT IS MORE THAN
UTILITYUtilityInspiration
InspirationAND utility
JOB TITLES DON‘T
MATTER.
At its core, content strategy grapples with the one question about web content that we all love to ignore:
What's the point?
Elizabeth O’Neill, Huffington Post
Sept 2013
12
Accompanying notes
CONTENT IS A BROAD CHURCH
Like many disciplines (engineering, medicine, finance) there are many flavours of content strategy.
We don‘t have to all be the same. I would argue we don‘t want to all be the same.
Customers don‘t care whether we sit in marketing, product, user experience, communications, IT … they care that we produce truly great content. Content that they love.
MEASUREMENT IS ESSENTIAL BUT KPIs ARE NOT GOALS
Measuring effectiveness is essential if we are to succeed
Quality is NOT the same as effectiveness. Effectiveness is more important.
A robust measurement framework should include IMPACT and HEALTH measurements.
Outcome-based goals are also important – but they often (usually) include more than content.
CONTENT IS GLOBAL
If you‘ve ever said mine‘s not then you‘re kidding yourself.
www.translate.google.com
Your customers are using it. You should be too!
CONTENT IS (AND HAS ALWAYS BEEN) MODULAR
Well, nearly always.
From the 1500s at least, when they started using wooden, interchangeable blocks.
Then on into hot metal …
… and the digital age.
What‘s new is the scale and format.