Presented at Confab Europe 2014, in Barcelona Content Strategy and micro-enterprises need each other. At least in Europe, where 92% of companies have less than 10 employees. The presentation focusses on: - the need to apply content strategy at a micro level, and the particular benefits it brings. - how and why content strategy as a field can benefit from small enterprises - how to make content strategy available for micro-enterprises

1. Content Strategy and
micro-enterprises: A
symbiosis
Confab Europe 2014
Clara Guasch
@c_guasch
www.aclareix.com

2. Photo: Christian (https://www.flickr.com/photos/redteam/34451133)

3. This is a company
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4. of European enterprises are micro
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5. A RECOVERY ON THE HORIZON? , ANNUAL REPORT ON EUROPEAN SMEs 2012/2013
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6. “High-quality web content that's
useful, usable, and enjoyable is
one of the greatest competitive
advantages you can create
for yourself online.”
― Kristina Halvorson
Content Strategy for the Web
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7. People want useful content
no matter how big or small the
company behind that content is.
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8. Do small companies really
need Content Strategy?
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9. "Mommy, pleeeease,
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let us do it!"

10. Size doesn’t matter.
What matters is the challenge.
And challenges need strategy.
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11. What’s the story right now?
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12. You give us the content,
we’ll do the rest.
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13. It looks feasible
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14. Risk? What risk?
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15. Oops, we can barely float!
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16. What instruments can I
learn?
Do they teach children
and adults?
Do they rent the place for
private events?
How can I contact them?
What is this?
What is it they do?
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17. It’s not just a copywriting
problem...
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18. What if we add some strategy?
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19. Of course we need a website,
who doesn’t?
Goals
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20. Are we special?
Really?
Key
messages
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21. So we have an identity as
well…
Voice
and tone
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22. I’ll tell you what our users
want… but not on our website
Users’
needs
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23. We need news on the home page,
and a blog, and a newsletter, and
we’re on Twitter now, and…
Resources
@c_guas ch

24. Goals
Key messages
Identity
Users’ needs
Resources
Helping micro-enterprises
get specific and realistic
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25. Strategy doesn’t come naturally
to organizations when it comes
to content.
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26. Content comes first
Thinking comes first
Content comes first
Content comes first
Content comes first
Content comes first
Content comes first
Content comes first
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27. analysis
execution
It’s nearly all about the analysis
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28. business
content strategy
“Why do you say you do web pages?”
@c_guas ch

29. Content Strategy at a micro scale
has a big, direct impact on:
- Content
- People
- Business
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30. Can Content Strategy as a field
benefit from small companies?
@c_guas ch

31. Big market
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32. Even bigger market:
beyond the web
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33. Great chance to generate
awareness among professionals
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34. Excellent training field
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35. Some small
companies
grow
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36. How can we make it happen?
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37. asdf
Be clear and assertive
Make it clear that
good content is not
an option. It’s a must.
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38. Be honest
Always relate content
to Content Strategy.
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39. asdf
Be flexible
Find ways to make a
content strategy
affordable.
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40. asdf
Be stubborn
Never ever
skip the analysis.
Content comes second.
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41. Apply Content Strategy
at a micro scale:
It’s needed.
It’s feasible.
It’s good fun!
@c_guas ch

42. Thank you
Clara Guasch
@c_guasch
www.aclareix.com