Content Strategy at a micro scale, by Clara Gausch
Clara works with small teams
- Sometimes very small companies (1 or 3 people!)
- Sometimes very little content
- They all need high quality web content
- All users want useful content – no matter how big or small the company is.
Are micro companies generally creating better content than big organizations?
- A small music school with a small website still needs to answer:
- What instruments can I learn?
- Do they teach children and/or adults?
- A small restaurant with a small website needs to tell us:
- Do they rent the place for private event?
- How can I contact you?
- These are bad experiences.
The real danger:
- Companies that can’t do great content but think they can
- It’s as dangerous as a child thinking he knows how to swim, when he doesn’t
- It looks feasible – they see content everywhere
- They don’t know what they don’t know
- They don’t know what they’re risking by having poor content – so they see no reason to solve it
What are the fundamental problems?
- They don’t know their key messages (what makes them special)
- They don’t know why they need a website
- They don’t know their voice and tone (what their identity is)
- They know their users, but don’t think to use this knowledge on their website
How can content strategy help?
- Don’t give up on small companies for not knowing what they don’t know. They know lots of other things!
- Help them understand that content comes first. It’s incredibly valuable.
- Systemically think through the problems before putting together the content.
- Content matters a lot to everyone – even a single person company.
- Be there for them. Be flexible, analyze, and help with the pieces before the execution.
- Get them specific – what are the key messages, the goals, the user needs?
Content strategy at a micro scale has a big, direct impact.