A MIGHTY CONTENT

STRATEGY FOR A TINY NONPROFIT

Michele Zwiebel and Derek Olson

Monday, February 4, 13

BREASTCANCER.ORG

Most heavily-trafficked breast cancer website in the world (sources: ComScore, Alexa)

Not about breast cancer awareness

Target audience is women who have been diagnosed

Monday, February 4, 13

IN THE BEGINNING

The first “eBook”?

Walls of text

Search engine UN-friendly

Guerrilla copy editing

Monday, February 4, 13

YOU WANT ME TO REVIEW WHAT?(August 2005)

Monday, February 4, 13

STAKEHOLDERBUY-IN

Clear explanation of risks

Concrete examples of necessary fixes

Realistic (but daunting) project plan

2 years of work!

Monday, February 4, 13

APPROPRIATE STAFFING

New writers

New workflow

New information about who we’re writing for

Monday, February 4, 13

MARKETING

Lead with high-quality content

Search engine optimization: it’s a thing

Keyword research: it’s a thing

Make it actionable for content creators

Monday, February 4, 13

CONTENT CREATION & REVISIONContent management must be easy and enjoyable

More efficient workflows

Technology folks could focus on strategy instead of commas

Monday, February 4, 13

DESIGNMonday, February 4, 13

USABILITY

User testing is NOT a focus group!

Individual sessions

Budget for it

User-Centered Design (UCD) is an ongoing approach, not a one-time exercise

Monday, February 4, 13

TECHNOLOGY

Technology is but a single weapon in the arsenal of the Content Strategist

Technology is NOT a goal in and of itself

Monday, February 4, 13

ECONOMIC DOWNTURNCorporate partners become necessary, but our foundation is solid

Monday, February 4, 13

NEW OPPORTUNITIESPersonalization

Monday, February 4, 13

Why? (traffic)

How? (testing)

What? (separate site vs. responsive)

NEW OPPORTUNITIESMobile

Monday, February 4, 13

NEW OPPORTUNITIESEspañol

Monday, February 4, 13

THANKS!Come to our workshop on “Preparing your Content for Mobile”

Monday, February 4, 13