13. My content is terrible!
It’s not your
content. It’s you.
*sobs*
14.
15. THERE’S SOME
FOUNDATIONAL STUFF
WE NEED TO (REMEMBER
TO) TALK ABOUT.
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
16. A RULE externally compels
us to do things someone else
has deemed good and right.
A PRINCIPLE internally
motivates us to do things we
believe are good and right.
!
!
!
!
!
25. !
1. This content is not for us.
2. “Responsive” does not equal “reactive.”
3. The story informs the format.
4. Numbers aren’t everything.
!
!
OUR CONTENT PRINCIPLES
31. “We will become the industry leader in the
financial services arena by providing our
clients with superior service, world-class
products, and a commitment to excellence
at every touchpoint along the customer
lifecycle.”
!
!
“We will become the industry leader in the
[INDUSTRY] services arena by providing
our clients with superior service, world-
class products, and a commitment to
excellence at every touchpoint along the
customer lifecycle.”
32. We will share user-facing, task-based content that
makes our customers feel smart and safe, both
personally and professionally.
STRATEGY
33. • Rewrite “About Us” copy
• Improve “Help” section
• Create interactive company history
timeline
• Restructure home page around top
tasks
• Start some content marketing
• Get some user personas
!
56. !
1. Take away everyone’s job titles.
2. Have a series of four-hour working sessions to break
out “big tasks” and “little tasks.”
3. Managers go away and come back with “team
missions.”
4. Employees pick a team and write their own job
descriptions.
5. Select goals, review quarterly.
6. Go!
!
!
THE BIG PLAN
57.
58.
59.
60. !
R – Who is responsible for completing a task?
A – Who is accountable for the work’s success?
C – Who must be consulted before work can be
signed-off on?
I – Who must be kept informed along the way?
!
!
THE RACI MODEL
61.
62. !
1. At some point, invite All the People
2. Make sure everyone’s aligned on terminology (e.g. audit vs.
inventory, wireframe vs. prototype)
3. Identify timing issues, agendas, overlapping responsibilities
EVERY PROJECT, EVERY TIME
66. “In content strategy, our master skills must
include translating and negotiating, so we
can facilitate communication between
disparate disciplines and help them to
communicate.
!
– Rachel Lovinger,
“Tinker, Tailor, Content Strategist”
73. “A study of over 350
people in 6 business units
at a financial services
company found that the
greatest predictor of a
team’s achievement was
how the members felt
about one another.”
!