59. millions of potential
customers in the US alone
iFixit.com: Challenge/Opportunity
to become the largest third-party
seller of Apple replacement parts
60. become a products
and parts distributor
iFixit.com Strategy: First Step
identify manufacturers
to provide products
61. put it on the web
and sell world wide
iFixit.com Strategy: Second Step
set up an online catalog
of replacement parts
65. iFixit.com: First Lesson Learned
“build it and they will come” (and buy) isn’t
an eCommerce strategy, it’s a movie theme
66. content provided by parts manufacturers
is often of *questionable quality*
iFixit.com: Second Lesson Learned
67. too much creativity and
freedom is a bad thing
iFixit.com: Third Lesson Learned
consistent, high quality content requires
a standardized, repeatable structure
68. big images accompanied by a little text
often communicates better than many
words accompanied by a few pictures
iFixit.com: Fourth Lesson Learned
images help consumers believe they
can “fit it” without messing things up
69. in a mobile, global world, old
approaches no longer suffice
iFixit.com: Fourth Lesson Learned
Fifth Lesson Learned
pdf is not
the answer
70.
71. recognize role
as publisher
adopt a formal mobile-focused ,
content strategy
Content Marketing Strategy: First Steps
re-imagine the service repair manual as a high quality,
media-rich, socially-enabled, mobile-device-friendly,
eCommerce platform and community
72. create multi-channel, device-
and platform-agnostic content
Content Marketing Strategy: Second Steps
recognize the need for authoring environment
that supports the separation of content from its
formatting information
73. enlist the help of
publishers that “get it”
Content Marketing Strategy: Third Steps
create an easy-to-use standard designed to support the
needs of readers and make content available on mobile
devices of all types, including ones not yet envisioned
74. build a community-based
software platform
Content Marketing Strategy: Fourth Steps
allow both writers and community
members to create repair manuals
75. Content Marketing Strategy: Fifth Steps
leverage keyword-rich content to drive traffic and
generate sales of repair tools and replacement parts
85. iPhone, iPad, iPod Touch, Android
content is ‘future-proofed’
iFixit.com: Multiple devices
content is dynamic published to mobile devices; updated automatically
