Chapter 2:Problems

Michael Rizzo

Gina Rohn

What is Good Content?

• Engaging• Informative• Well-Written• Organized

What is Bad Content?

• Over-written• Redundant• Irrelevant• Non-Searchable

1. Content Is Treated Like a Commodity

A Commodity is a marketable item produced to satisfy wants or needs.

PUBLISH AS MUCH AS WE CAN!!!

….then it becomes too much!

WE NEED MORECONTENT!

She can’t do everything…

…Let’s just have our users make everything for us!

1. Time is an issue

• We desire to deliver!

Strategy Time!!

Time is needed for:

• Audit• Analyze• Strategize• Categorize• Structure• Create• Revise• Revise!• Revise!!

• Tag• Format• Publish• Update• Archive

3. The “Deadly” Choices

• “Oh yeah, I can do that!”

4. Politics, everywhere!

• Rules and Review!

Is the language okay to be used?

The image of the brand well represented?

We need to add this distracting thing to it because the law says so:

You agree that you will pay for all products you purchase through the Services, and that Apple may charge your payment method for any products purchased and for any additional amounts (including any taxes and late fees, as applicable) that may be accrued by or in connection with your Account. YOU ARE RESPONSIBLE FOR THE TIMELY PAYMENT OF ALL FEES AND FOR PROVIDING APPLE WITH A VALID PAYMENT METHOD FOR PAYMENT OF ALL FEES. For details of how purchases are billed please visit support.apple.com/kb/HT5582.Your total price will include the price of the product plus any applicable sales tax; such sales tax is based on the bill-to address and the sales tax rate in effect at the time you download the product. We will charge tax only in states where digital goods are taxable.

READ BELOW,

IMPORTANT DISCLAIMER

5. It’s a LOT to HANDLE

• It’s a team process.• Many minds, many questions.

Why content strategy?

What strategy is best?

Who can do what?

What is wrong with it now?

But really, the real question is:

Can we do it together?