Content strategy in practice: a case study
summary
A case study shows a small part‑time team builds an in-product contextual help prototype using an off‑the‑shelf vendor, measures defined KPIs, and sees 15–20% engagement—far higher than expected—so the experiment moves toward production despite limited statistical power. The work emphasizes structured reusable content, standards, principles and a clear vision, shifts reporting from outputs to outcomes, creates internal content champions, and demonstrably increases relevant help served in context.
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chapters (15)
- 0:00Introduction
- 1:13Content as a service
- 6:29Content as a strategic asset
- 10:33Measuring content
- 14:39Experiment
- 18:44Open questions
- 19:43Principles
- 22:44Support content
- 29:29Pro tips
- 33:32QA
- 34:22Expected engagement
- 36:02Stakeholder engagement
- 37:22Content strategy in nonIT companies
- 38:57Standards in content strategy
- 40:32Scalable content
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