Lucie hyde csa2013_keynote_10thingsivelearned

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10 THINGS I’VE LEARNED ABOUT CONTENT STRATEGY LUCIE HYDE | DIRECTOR, GLOBAL CONTENT | eBay November 2013

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10 Things I've Learned About Content Strategy

Transcript of Lucie hyde csa2013_keynote_10thingsivelearned

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10 THINGS I’VE LEARNEDABOUT CONTENT STRATEGY

LUCIE HYDE | DIRECTOR, GLOBAL CONTENT | eBay

November 2013

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LESSON 101: CONTENT IS POLITICAL

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CONTENT IS A

BROAD CHURCH

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CONTENT IS

GLOBAL

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CONTENT LANGUAGE

DELIVERY

CONTENT IS MULTI-

DIMENSIONAL

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CONTENT IS DATA

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MEASUREMENT IS ESSENTIAL BUT KPIs ARE

NOT GOALS

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CONTENT IS (AND

HAS ALWAYS BEEN)

MODULAR

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CONTENT IS MORE THAN

UTILITYUtilityInspiration

InspirationAND utility

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JOB TITLES DON‘T

MATTER.

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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

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Accompanying notes

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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.

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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.

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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!

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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.