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Lucie hyde csa2013_keynote_10thingsivelearned

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Lucie hyde csa2013_keynote_10thingsivelearned

  1. 1. 10 THINGS I’VE LEARNED ABOUT CONTENT STRATEGY LUCIE HYDE | DIRECTOR, GLOBAL CONTENT | eBay November 2013
  2. 2. LESSON 101: CONTENT IS POLITICAL
  3. 3. CONTENT IS A BROAD CHURCH
  4. 4. CONTENT IS GLOBAL
  5. 5. CONTENT IS MULTIDIMENSIONAL
  6. 6. CONTENT IS DATA
  7. 7. MEASUREMENT IS ESSENTIAL BUT KPIs ARE NOT GOALS
  8. 8. CONTENT IS (AND HAS ALWAYS BEEN) MODULAR
  9. 9. Inspiration AND Inspiration utility Utility CONTENT IS MORE THAN UTILITY 9
  10. 10. JOB TITLES DON‘T MATTER.
  11. 11. 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. 12. Accompanying notes 1
  13. 13. 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.
  14. 14. 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.
  15. 15. 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!
  16. 16. 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.

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