Content strategy for small businesses / Irene Michl
AutorInnenMichl, Irene
GutachterBailie, Rahel ; Wittenbrink, Heinz
HochschulschriftGraz, Fachhochschule Joanneum, Masterarb., 2017
Datum der AbgabeJuni 2017
Schlagwörter (DE)Content-Strategie / kleine Unternehmen / Friseur / London / United Kingdom / Studie / Kommunikation
Schlagwörter (EN)content strategy / small business / hairdresser / London / United Kingdom / case study / communication
Schlagwörter (GND)Klein- und Mittelbetrieb / Website / Inhalt / Kommunikation / Strategie
URNurn:nbn:at:at-fhj:1-75 Persistent Identifier (URN)
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Content strategy for small businesses [11.72 mb]
Zusammenfassung (Deutsch)

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Zusammenfassung (Englisch)

Small businesses can derive as much benefit from a content strategy as larger corporations. However, developing a content strategy for a small business means coping with specific limitations, such as budget, time, and knowledge. Also, project scope and deliverables must be scaled down. This thesis is one step towards a model for a content strategy for small businesses, using a case study. The study is for a hairdressing salon in London, UK. The purpose of a content strategy is to create a content system to solve a business problem or reach a business goal. The strategy begins with a common core process, followed by processes specific to the problems or goals to be addressed. In this case study, the business goal to be achieved is to increase profitability by attracting new customers. The strategy focuses on consistent messaging based on the brand in order to build trust and relationships with potential customers, and to retain existing customers. Recommendations are very important in the decision-making process for potential customers and online communication should support recommendations. The content strategy spanned a number of content areas. The company website needed to be improved to provide helpful content and to attract potential customers. The role of social media was a significant consideration, as were the time resources needed to maintain social channels. Two key social media channels were chosen to maintain a dialogue with potential and existing customers. The focus of the salons communication is to make customers feel welcome in the salon. This welcome feeling must extend to any media used, such as Facebook, Instagram, and the website. As with many small businesses, the responsibility for implementing the strategy lies with the business. It becomes incumbent upon the content strategist to deliver a detailed roadmap and implementation plan, along with detailed maintenance activities. This increases the likelihood that the small business owner will be able to carry out the plan and reap the long-term benefits of the strategy. In some ways, the structure of small businesses allows content strategists to provide more support - for example, turning implicit goals, processes and responsibilities into an explicit plan. This allows small businesses to see the impact in an immediate and tangible way. Recognising that limits in time and budget are the biggest constraints to implementing a content strategy also creates the opportunity to adapt the processes to meet that challenge. By doing so, we ensure that small businesses can get as much benefit from a content strategy as larger corporations.

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