TSH Masterclass - Why your website can kill your business and 7 powerful ways to prevent it
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Old information, overstretched teams, dissatisfied customers, expensive tech fixes – just a few of the dangers you’ll face with a website but no defined strategy for managing your content. Joanna will show you how to put in place a structure that grows with your business and keeps your website, apps and digital communications doing what they need to: making you money, reducing your costs and keeping your customers (and staff) happy.
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TSH Masterclass - Why your website can kill your business and 7 powerful ways to prevent it
- 3. MBA - journalist – publisher
- 4. Strategising around content since 1994 @joannapieters [email_address] www.alphacontent.com
- 6. The right content for your business
- 7. The right way to keep it going
- 10. What you want... Scalable website Fresh content Consistent content Flexible navigation Strong internal search Motivated staff Independent of individuals
- 11. And then... New navigation categories Staff changes Great marketing ideas New revenue lines Change of emphasis Introduction of new media Dynamic new investor
- 13. What you want... Scalable website Fresh content Consistent content Flexible navigation Strong internal search Motivated staff Independent of individuals What you (often) get Out-of-date content Confused design Messy navigation Chaotic internal search Staff conflict/competition Staff apathy Expensive relaunch
- 17. Reduce costs
- 18. Increase customer satisfaction (loyalty)
- 20. Bin/change everything that doesn't do one of those things
- 25. Offer other things only if you have time
- 26. Always keep your top tasks prominent *Gerry McGovern 2010
- 29. Design always serves the content
- 30. Content type follows task
- 31. Channel follows content type
- 32. Content type Article Blog post Video Images Maps User-generated Poll Comparison tools Shopping cart Audio Curated content Task Get news update Find reviews Buy product Find delivery costs Check location Look up symptoms Find instructions Channel Main website Microsite Mobile website Phone app Tablet app Email Social networks Intranet
- 36. Include web in inductions
- 37. Culture of continual improvement – weekly/daily 15 min meetings
- 38. Align incentives
- 40. Format
- 41. Navigation
- 42. What's published
- 43. Home page
- 44. 5. Never finish your website
- 46. Have a process to expire old content: wrong content is worse than no content
- 47. Measure the success of user tasks, not content creation
- 49. Simple content workflow draft draft draft draft draft review approve expire reject publish review
- 51. Workflow – with responsibilities
- 54. Tone of voice (TOV) guide
- 55. Style guide for other media (video/audio/curated/social)
- 57. Early-stage help Content strategy Information architecture User research User testing Copywriting Editing Expert review Tone of voice guidelines Video style Ongoing services Content creation eg blogs User testing SEO Data analysis Copywriting Editing Video/audio production
- 58. An overcrowded chicken farm produces fewer eggs (Chinese proverb) And finally...
- 59. Thank you @joannapieters [email_address] www.alphacontent.com
Notas del editor
- Creating content – from caravanners to VCs Managing content – getting teams to work together, right skills, Grew up in entrepreneurial environment – father set up 2 high-tech businesses, still going Small and large companies What Alpha Content does – help companies make their websites and other digital communications more effective for their business, and help them set up practical ways of managing it
- Use facebook as eg – keep in direct touch with friends – add-ons are secondary