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The spork / platypus average,[object Object],Content strategy atRed Gate Software,[object Object],Roger Hart,[object Object]
Twitter: 	@RMH40,[object Object],Email: 	Roger.Hart@red-gate.com,[object Object],Blog: 	http://tinyurl.com/RMHBlog,[object Object]
Twitter meetup,[object Object],#TCUK10,[object Object],in the bar,[object Object],tonight,[object Object],before dinner,[object Object]
What counts as content?,[object Object]
http://www.flickr.com/photos/m0php/530526644,[object Object],…well, pretty much everything,[object Object]
What is Content Strategy?,[object Object]
“ Content strategy plans for the creation, publication, and governance of useful, usable content. ”,[object Object],Kristina Halvorson - ,[object Object],The Discipline of Content Strategy,[object Object], ( http://is.gd/eNmvI ),[object Object],http://www.flickr.com/photos/seanosh/3306450407/,[object Object]
Put simply:,[object Object]
Making sure your website doesn’t suck,[object Object]
and continues not to suck,[object Object]
http://www.flickr.com/photos/urville_djasim/3611889680/,[object Object]
AWESOME,[object Object],http://www.flickr.com/photos/urville_djasim/3611889680/,[object Object]
What is it for?,[object Object]
http://www.flickr.com/photos/lenore-m/4428743210/,[object Object]
Rubbish,[object Object],http://www.flickr.com/photos/lenore-m/4428743210/,[object Object]
Is it any good at it? ,[object Object]
www.red-gate.com,[object Object],http://www.flickr.com/photos/25285370@N02/4369967691,[object Object]
Usability,[object Object],http://www.flickr.com/photos/flibble/1341691286/,[object Object]
The Spork / Platypus Average: Content strategy at Red Gate Software
The Spork / Platypus Average: Content strategy at Red Gate Software
Tech comms help review:,[object Object],[object Object]
 what do we need?
 Google analytics
 Sales & Support feedback
 user feedback & testing,[object Object]
Really, really important,[object Object]
http://www.flickr.com/photos/elvispayne/261773911/,[object Object]
we’ve grown,[object Object],so has our website,[object Object],http://web.archive.org/web/*/red-gate.com,[object Object]
http://www.flickr.com/photos/tomat3/2551673180/,[object Object]
http://www.flickr.com/photos/therhumbline/3535841657,[object Object]
The Spork / Platypus Average: Content strategy at Red Gate Software
SQL Tools Division,[object Object],(1/4 of Red Gate),[object Object],11 products,[object Object],1030 web pages,[object Object]
SQL Compare,[object Object],(our main product),[object Object],has…,[object Object],158 web pages,[object Object],[object Object]
 41 Learning Topics
 55 Knowledge Base articles
 21 “Notes & articles”,[object Object]
Content analysis:,[object Object],[object Object]
 what is this for ?
 Google analytics
 sales & support feedback
 user feedback & testing,[object Object]
 Content analysis:  ,[object Object],Tech Comms help review:,[object Object],[object Object]
 what is this for ?
 Google analytics
 sales & Support feedback
 user feedback & testing,[object Object]
The Spork / Platypus Average: Content strategy at Red Gate Software
Web analytics,[object Object],know ,[object Object],your content,[object Object]
The Spork / Platypus Average: Content strategy at Red Gate Software
The Spork / Platypus Average: Content strategy at Red Gate Software
Recommendations,[object Object]
Recommendations,[object Object],Short version: ,[object Object],	just delete it all ,[object Object]

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The Spork / Platypus Average: Content strategy at Red Gate Software

Editor's Notes

  1. Right after the keynoteNo pressureDavid Black  we’re all fucked. Time to go sort out Marketing.
  2. Working with marketingWhat is content strategyWho are red gateWhat happened when they met
  3. Just one thing before we get started...
  4. Is it just tech commsJust marketing?Different bits of the business Before I can talk about CS
  5. VideosCase studiesHelpEmailThe worksIncludes some awesome stuff...Conference – eLearning, video, Zoe, Chris
  6. Quick overview before we startShow of handsParis forum?Breakout year
  7. Article in a list apartRachellovinger, boxes & arrows. CS philosophy of data. March 2007It’s actually much older. It’s sort of what we doPublication and governance – business credible, but a bit scary
  8. This is the hard part.Analogy to explain
  9. Shovelwareis not overcase studies, that Ikea cats videoContent that is awesome but may not serve a purpose
  10. Beaver tail, duck bill, otter footLays eggsVenomouselectrolocation
  11. Don’t worry – it’s a silly joke. The rest of the talk isn’t about creationism.
  12. Bad seoThings with great titles and bad contentFAQHelp that just describes the UI
  13. Clear business purpose, but it fails
  14. So, the very bets content takes the S P averageBut how do we measure?That’s content strategy 101Who are red gate?
  15. 28 productsAround 1m users10 years old. MS space.Making the MS experience suck a bit less for B2B
  16. Find something that sucks hard enough for people to give you money to make it go awayUser contactUser researchImplications for UAMore on this later
  17. User assistance highly visibleWe work on the UIIdeal of no help? Fallacy, but close.Links to web helpEdinburghPath in, path out – we must minimise cognitive load / imposition on users
  18. Working in dev teamsEdit things in source codeHeavily involved in project planningEmbedded marketing?What about products with no current dev?
  19. Every 3 monthsOr when designing helpMinimal docs for releaseSkill set is a tech comms / CS skill set
  20. It’s a new thingWork in progressSeries of happy coincidences (web project, down tools)Lots of content, but not fit for strategy.
  21. Everyone can try itGetting startedContent – does this solve my business problemStrategy: get downloads, support evaluators, convert.Direct salesDay 1 email, day 7, end trialBusiness need our content must support
  22. But our content doesn’t serve our business purposeIT DOESN’T WORK
  23. Way back machineUseful, usable content?Who owns this stuffWhy are we making itUX trials show users can’t find thingsWatch the swearing
  24. Eating marshmallow fluff with a sporkWhat is quality content?
  25. What is quality content?1) Messaging2) Help –error msg3) 3rd cat – how does your product solve my business problem.Must be true & realGreat natural SEOTech commsWhat do we have on our website?
  26. 3rd cat content826 pageviews YTDToP – 1:13Bounce 70%30% thrashGood seo(NB: analytics are flaky)
  27. Replicated across the site
  28. Look at the clutter on the pageExplain categories
  29. 5 weeksConsultations with tech commsContent migrationThat old “Wireframe & loremipsum” problemCSS on it’s own forth sweet FA
  30. It shouldIt’s what we do
  31. Owners?Security use casestudy  Why? What for?Client sycn case study using SC 3.1 (no 30) SPORK brand damage? Misleading?This stuff is not ok.
  32. Analytics for finding outliersAstronomical bounce rate for category – good seo, bad content.Good SEO attached to bad content is... Say it with me...Clear case for curation & we’re the guys to do it
  33. I really want to update or delete thisBut sales & support say nobody gets stuckWhat else...Building deletion list...
  34. Also asked for feedbackGreat way to sell the ideaScale of problemShape criteria
  35. Describe criteria
  36. Action plan.Bottom half page views, on hit list, ROTUnless ToP or feedback
  37. That’s optimistic, but half that would be greatOf course, you can’t delete everything
  38. That’s old contentWhat about the future?
  39. I’ll let you draw your own conclusionsWe need to work togetherWe have these skills they need.
  40. Most valuable content. Only that
  41. Overwhelmingly tech comms contentSome compromiseUsed in “Tips & tricks” sales emails
  42. Early daysWe’re seeing good salesGood user response to contentFew support callsEmail marketing response
  43. Our toolkit of cools stuff is the content strategist’s toolkit of cool stuff.
  44. They’ll ask about buy-in / time / project pressures.Sorry – it’s Red Gate
  45. One last time