Business Case template for LavaCon "Creating a Content Strategy Ecosystem" workshop

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"Creating a Content Strategy Ecosystem" workshop charts: http://www.slideshare.net/aames/creating-a-content-strategy-ecosystem

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Creating a Content Strategy Ecosystem, A.Ames — LavaCon
HIGH-LEVEL BUSINESS CASE
Part 1. Issue
Briefly describe the business problem that your content strategy will address. Do not describe how the
problem will be addressed—merely define the problem.
Part 2. Outcome
Briefly describe the outcome that you expect as a result of your content strategy should your strategy be
implemented. Include a description of the benefits and the end state.
Part 3. Recommendation
Briefly describe the approach for your content strategy—that is, how your strategy will address the
business problem. Describe how moving forward with your strategy will achieve desirable results.
Part 4. Justification
Justify why the recommended content strategy should be implemented. If appropriate, include why this
particular strategy was selected over other alternatives. Where applicable, include any quantitative support
for the strategy as well as the impact of not implementing the project. Consider framing your justification
in terms of why and for whom and how much.
Part 5. Team
Describe the roles of the team members that your content strategy needs to be progress effectively. Who
are leaders of the project? The sponsors? Stakeholders? Influencers, vs. implementers? What skills do
you need?
Role or title Description of responsibilities

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Andrea's half-day LavaCon 2017, Portland, OR, workshop You’ve likely heard of Design Thinking, but did you know that it’s not specifically and only about “design” as we typically think of design — industrial, interaction, or visual design of products? Design Thinking is a methodology for problem solving, and we’ve all got challenges and issues we need to address every day! In fact, Design Thinking is becoming more and more common as a general business practice. And it’s great for working through content challenges! Join Andrea for a half-day, experiential tour of several techniques used in Design Thinking. Using one or more sample problems, workshop participants will work together to develop solutions following a Design Thinking framework. Because we’ll be face-to-face, we’ll go low-tech and focus on the framework and techniques using flip-chart paper and stickie notes. Andrea will also discuss how to get the most from the process across geographically distributed teams using online tools.

Design Thinking for Content

Andrea L. Ames

Andrea's LavaCon 2017, Portland, OR, presentation Trying to implement an content strategy that supports your customers across their entire journey–or even just sell the idea to decision makers? Having problems getting it to fly? More than any other single aspect, stakeholder management is critical to getting support for and implementing a unified content strategy (or ANY project, for that matter). You need to understand THEIR needs and ensure that you’re communicating continually to quiet objections and move your project forward. And it’s not always easy–especially when you’re leading initiatives across silos and teams with no direct authority. Influencing those stakeholders is key! In this session, Andrea will discuss the success factors to aim for, and the behaviors that can trip you up, when managing stakeholders to successfully support your clients, solve business problems, and drive revenue and customer loyalty!

Managing Stakeholders Across the Content Ecosystem: The Key to Implementing a...

Andrea L. Ames

Andrea's presentation at Adobe DITA World 2017 It might be hard to believe, but Structured Content has been around for decades. FrameBuilder (an early version of FrameMaker with structured content support) made its debut in the early 1990s. Through the rise of modern tools, like FrameMaker 2017, and technologies, like DITA, structured content has become much easier to author, and thus more popular. But is structured content important? Or is it just another (albeit long-lived) trend? Given structured content's long reign, isn’t it time for a new strategy to overthrow the throne? For now, at least, the answer is “no.” If there is a holy grail of content, most experts would probably agree it’s structure. Why? Because structure provides so many benefits, in so many different ways – to authors and authoring, to the content experience, enabling achieving business goals. And the list goes on. In her presentation, Andrea will discuss the business, user experience, and organizational impact of structured content – all of the aspects that make structured content strategic. And then she’ll try to convince you that structured content is sexy, too!

Structured Content ... Sexy? Strategic? Or Both?

Andrea L. Ames

Andrea's presentation at CIDM Best Practices 2017 Whether you are a manager or an individual contributor who is leading an information initiative, project, or team, you are likely answering to someone for your resources and approval for the focus of your efforts. Most often, that someone is a busy manager or executive with broad areas of responsibility and concern. In her world, you are one of 10, 25, or even 50 individual initiatives. So how do you get your team, your project, or even your career development or advancement on her radar — AND get her approval, funding, or other support? There is an art to “managing up,” and everyone, at every level, should learn how to do it and practice it! You can become an influence ninja by focusing on only what you can personally control! Join Andrea as she shares the key, actionable tips, tricks, and tools that have brought her the best success in influencing up. (First tip: All of her tips apply to influencing in ANY direction!) Participants will get an overview of influencing, the key building blocks of personal leadership that provide the platform for true influence, and tips for how to influence anyone, at any level, no matter how much positional power they have.

Influencing Up through Personal Leadership

Andrea L. Ames

Andrea's presentation at Content Marketing World 2017 Are your marketing priorities focused primarily on the traditional “get sales” mantra? Or perhaps the holy grail of customer advocacy is in your sights? Maybe you’re hoping for both sales and advocates and are discouraged by the challenges of attacking two seemingly unrelated goals. If this sounds like you, you’re not alone. Luckily, the answer is simple — not easy, but simple. The simple part: The experience with the product and the product content is the bridge that closes the gap between a customer purchasing your product and that customer advocating for the product. The not-easy part: You likely don’t own the post-sales customer experience. Join Andrea in this session as she throws down a controversial gauntlet: Post-sales product content is not only the most critical key to solving this problem but also the future of marketing. WHAT?! If that’s the case, how do you ensure that this content is satisfying the needs of marketing? Andrea’s going to discuss that, too! In this session, she will discuss: The right environment to ensure a customer experience that drives sales and advocacy The critical components of that environment for measurably impactful content The skills needed to lead and drive the creation of that content

Post-Sales Content and the Future of Marketing

Andrea L. Ames

Presentation by Andrea Ames (@aames) from STC Summit 2017 (#stc17): https://summit.stc.org/schedule/ Do you work in a multi-product environment and struggle to keep content experiences consistent and delightful for your customers across the enterprise? Do you feel that your style and design guidance is necessary, but not sufficient, to address the task of ensuring your content is delivered to the right person, in the right place, and at the right time? If so, join Andrea for this deep-dive into modeling the content experience. You will dive into a real-world example and work in a group to follow Andrea's process for creating the framework of several models. You will complete enough of each model to continue the process back on the job, and you will take away actionable advice, tips, and tricks to make the work as efficient and successful as possible. Bring your questions and plan to get your hands dirty and have fun! In this hands-on workshop, you will learn - What content experience modeling is and how it differs from content or topic modeling - How modeling benefits your customer experience - What some typical models are and how to identify the right models for you - How to design, develop, and validate models - How to enable the content designers and developers on your team to apply those models

Modeling the Content Experience: Delivering the Right Content, to the Right P...

Andrea L. Ames

Presentation by Andrea Ames (@aames) from Intelligent Content Conference 2017 (#intelcontent): http://www.intelligentcontentconference.com/sessions/setting-up-an-roi-process-around-content/ Are you a Marketer thinking post-sales content has only a niche role to play in marketing? If you’d like to increase post-sales content in the pre-sales phases of the client journey, do you have resources — time, money, or people — to do so? Are you a post-sales content professional who has been told “everybody sells?” Have you been asked to demonstrate how your work contributes to revenue generation and customer loyalty? If this sounds familiar, join Andrea to discuss how a content strategy that is unified across the entire client journey — from discovery to advocacy — and the right ecosystem (team, culture, etc.) can help you address these truths. In this session, you will learn: Key components of a unified content strategy to deliver successful content across the client journey Content ecosystem prerequisites for successfully creating and implementing that unified strategy How people and culture (organization, roles, incentives, performance measures) can drive your strategy — or send it over a cliff!

Closing the Gap Without Falling Into It: Creating an Ecosystem to Unify Conte...

Andrea L. Ames

Presentation by Andrea Ames (@aames) from CMS/DITA North America 2017 (#cmsconference): https://cm-strategies.com/2017-cms-conference/agenda-day-3-2/ames/ Before you DITA, know your users, their goals, and the content that they need. Then design an experience that delivers the right content at the right time, and leverage the capabilities of DITA to implement that experience. Easy to say…not always easy to do. Enter Design Thinking! The Design Thinking approach provides a collaborative framework for thinking about a problem space and gives you the methods to take action. And it’s FUN! This presentation describes the basics of the Design Thinking problem-solving framework, how to apply it to a content challenge, and how it can be used to generate ideas and requirements.

Design: Prereq to Tech! Deliver the right content using design thinking

Andrea L. Ames

Design Thinking for Content

Andrea L. Ames

Do you know how well your content is performing? Is it achieving the goals you set for it? If it is, do you know why? And even more importantly, if it isn’t, do you know why not? It can be difficult to answer these questions. We know we want to measure something, but we might not know what to measure. We might not even be exactly sure how to articulate the answer we hope to get so that we can “ask the right question.” In this session, Andrea will describe a method for evaluating your problem space starting with the result you hope to achieve. She’ll discuss the merits of this approach, how it will help you to determine what data you want to collect, and how to best collect and analyze the right data to determine the effectiveness of various kinds of content.

Measuring Content Effectiveness

Andrea L. Ames

Learning to work smarter, not harder, with content -- advice to marketing content folks from the technical content practice Is your typical approach to new marketing project to start from scratch? Are you under the gun to do more and more with less time and fewer resources? And are you feeling the pain of that “start from scratch” process considering the current demands on you and your time? This is your invitation to get a peek into the technical content practitioner’s playbook and learn some post-sales content secrets to apply to your pre-sales content projects. You might think technical content folks are geeky recluses who transcribe dry specs and have nothing to share with marketing. This keynote will change your mind and open communication with those technical folks across the aisle.

You Mean You Don't Have to Start Over Every Time?

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Technical Communicators: Breaking Boundaries and Driving Change

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