Content is a Business Asset: The Ten Commandments of Digital Content

Presented At: The Internet Marketing Conference - Vancouver, Canada, Oct 3, 2011

Is the biggest difference between print and online copy simply search? Content marketing may increase ROI but content as a business asset is in the long tail. With mobile predicted to overtake desktop access to the Internet in the next five years, how can we protect our most valuable business asset online in a fractured digital economy?

With a hat tip to Charlton Heston, veteran Content Strategist Kris Mausser leads you through the Ten Commandments of Digital Content in an era when content is consumed, not cherished …function must exist without form …and where the message IS the medium.

Drawing from real world public and private sector examples, Kris demonstrates how businesses undertaking content strategy will ultimately increase the value of their content by doing the exact opposite of what traditional marketing dictates

…let your content go!

Transcript

1. The Ten Commandments of Digital Content IMC Vancouver October 2011
2. 1st Commandment: Function Must Exist WITHOUT Form!
3. “The mobile Internet is ramping faster than desktop Internet did...”
5. When reading from an iPhone-sized screen, comprehension scores for complex Web content were 48% that of desktop computer monitor scores.” ~ Jacob Nielsen, 02.11
6. Moldy
11. Your app competes for your audience’s attention - a tough battle to win when you pit a 3.5 inch screen against a big bright world full of oncoming traffic, live conversations, and this thing called human contact. ~ Josh Clark, tapworthy
12. 39% Admit to Taking Care of Business On Their Mobile
13. Is Your Content Scalable? Accessible?
14. 2nd Commandment: The Message is the Medium!
15. If An Organization Isn’t Online... on Mobile ...on Social Does It Really Exist?
16. 3rd Commandment: Content Can’t Be Re-Purposed!
18. Digital Content Readability: Web: 10% Read Content 17% Scan Content 73% Skip Content Mobile: 108% Harder to Understand Information When Reading From a Mobile Screen ~ Jacob Nielsen
19. If Content Is King... ...Context Is The Kingdom!
20. Content Must Be: - Planned For - Created - Published For the Medium
22. 4th Commandment: Content is Non-Linear!
23. YOU - ser
26. 5th Commandment: Content is Consumable!
27. Users Read 20% of the Words On a Web Page
28. Not marble, nor the gilded monuments Of princes shall outlive this powerful rhyme; But you shall shine more bright in these contents Than unswept stone besmeared with sluttish time. Digital Content = Immortality
29. 6th Commandment: Content Must Be Shareable!
30. Trust > Relationships > Word of Mouth > Value
31. 7th Commandment: Fear Not Foreign Tongues!
33. 8th Commandment: Content Is A Line Item
34. 9th Commandment: Don’t Make Content A Commodity!
35. 10th Commandment: Content Should Always Exceed Expectation!
36. The Ten Commandments of Digital Content
37. @krismausser Kristina Mausser www.digitalword.com www.followtheuxleader.com