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.