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Content Strategy as Change Management
- 1. #meetcontent Content Strategy as Change Management in Higher Education August 21, 2012 Rick Allen Georgy Cohen @epublishmedia @radiofreegeorgy
- 2. #meetcontent [Photo for: “Who likes change?”] http://www.flickr.com/photos/diggersf/2227208044/ 2
- 3. #meetcontent What we’re talking about • The (changing) landscape in higher ed • How content strategy supports change management 3
- 4. #meetcontent http://www.dilbert.com/strips/comic/2011-10-30/ The (changing) landscape in higher ed http://www.flickr.com/photos/jamtea/1792070920/
- 5. 5
- 6. “ #meetcontent Publishing online requires a known set of skills... It also takes a few new skills, like community management, curation, and semantic wrangling, most of which are borrowed from other disciplines. Erin Kissane Author, Elements of Content Strategy 6
- 8. #meetcontent The landscape in higher ed • Slow to change 8
- 10. 10 http://eyeform.co.uk/eyes-2/iceberg-ahead
- 11. #meetcontent The landscape in higher ed • Slow to change • Politics • Channel-driven • CMS syndrome organizational structure • Redesign syndrome • Communicators who • Higher ed is changing can’t communicate • Fear 11
- 12. VP Marcom Social PR Web Magazine Media http://www.dilbert.com/strips/comic/2011-10-30/
- 13. #meetcontent The landscape in higher ed • Slow to change • Politics • Channel-driven • CMS syndrome organizational structure • Redesign syndrome • Communicators who can’t communicate • Higher ed is changing • Fear 13
- 14. Do you educate and inform or confuse and mislead?
- 15. 15 http://eyeform.co.uk/eyes-2/iceberg-ahead
- 16. #meetcontent The landscape in higher ed • Slow to change • Politics • Channel-driven • CMS syndrome organizational structure • Redesign syndrome • Communicators who can’t communicate • Higher ed is changing • Fear 16
- 17. “ #meetcontent From an organizational perspective, such behavior [as inexperience, fear, and distrust] weakens an institution because it often allows bad work to persist while preventing good work from getting done. Matt Klawitter Associate Director, Digital Communications Northwestern University Office of Alumni Relations and Development. http://mattklawitter.com/2012/01/13/fear-change-edu/ 17
- 18. #meetcontent The landscape in higher ed • Slow to change • Politics • Channel-driven • CMS syndrome organizational structure • Redesign syndrome • Communicators who can’t communicate • Higher ed is changing • Fear 18
- 22. Internal politics ruin the user experience.
- 23. #meetcontent The landscape in higher ed • Slow to change • Politics • Channel-driven • CMS syndrome organizational structure • Redesign syndrome • Communicators who can’t communicate • Higher ed is changing • Fear 22
- 24. http://www.dilbert.com/strips/comic/2011-10-30/ Source: Higher Ed CMS Usage Survey, 2011 (.eduGuru) http://doteduguru.com/id7800-results-higher-ed-cms-usage-survey-2011.html http://www.flickr.com/photos/highwaysagency/6032691030/
- 26. #meetcontent The landscape in higher ed • Slow to change • Politics • Channel-driven • CMS syndrome organizational structure • Redesign syndrome • Communicators who can’t communicate • Higher ed is changing • Fear 25
- 28. Publishing is a process, not a project.
- 29. #meetcontent The landscape in higher ed • Slow to change • Politics • Channel-driven • CMS syndrome organizational structure • Redesign syndrome • Communicators who can’t communicate • Higher ed is changing • Fear 28
- 30. #meetcontent Source: Going the Distance: Online Education in the United States, 2011 (Babson Survey Research Group http://www.dilbert.com/strips/comic/2011-10-30/ and the College Board) http://sloanconsortium.org/publications/survey/going_distance_2011
- 31. The role of content strategy in higher ed 30
- 32. 31
- 34. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion • 33
- 35. Content-first http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/mullica/5637645692/
- 36. Organizational structures are hard, inflexible things. Communications is not.
- 37. #meetcontent 36
- 38. #meetcontent Strategies for success • Governance • Be the champion • Measurement • Create a content culture • 37
- 39. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion • 38
- 40. Goals http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/ollesvensson/4252196844/
- 41. #meetcontent Communication goals • What questions are you trying to answer with the content you create? • What information are you trying to convey? • How do you want to convey it? 40
- 42. 41
- 43. Put communication goals in context. Make them meaningful. 42
- 44. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion • 43
- 45. “ #meetcontent Underneath it all, a master content strategist must be an advocate and a diplomat. We must advocate on behalf of the end users, the business users, the stakeholders, and the content vision itself. And we must use diplomacy to influence a wide range of people over whom we don’t have any actual authority. Rachel Lovinger Content Strategy Director Razorfish NYC http://www.alistapart.com/articles/tinker-tailor-content-strategist/ 44
- 46. “ #meetcontent Underneath it all, a master content strategist must be an advocate and a diplomat. We must advocate on behalf of the end users, the business users, the stakeholders, and the content vision itself. And we must use diplomacy to influence a wide range of people over whom we don’t have any actual authority. Rachel Lovinger Content Strategy Director Razorfish NYC http://www.alistapart.com/articles/tinker-tailor-content-strategist/ 45
- 47. “ Underneath it all, a master content strategist must be an advocate and a diplomat. We must advocate on behalf of the end users, the business users, the stakeholders, and the content vision itself. And we must use diplomacy to influence a wide range of people over whom we don’t have any actual authority. Rachel Lovinger Content Strategy Director Razorfish NYC http://www.alistapart.com/articles/tinker-tailor-content-strategist/ 46
- 48. “ #meetcontent Underneath it all, a master content strategist must be an advocate and a diplomat. We must advocate on behalf of the end users, the business users, the stakeholders, and the content vision itself. And we must use diplomacy to influence a wide range of people over whom we don’t have any actual authority. Rachel Lovinger Content Strategy Director Razorfish NYC http://www.alistapart.com/articles/tinker-tailor-content-strategist/ http://www.slideshare.net/lpacker/these-kids-today-usability-testing-with-current-and-prospective-students-13259382 47
- 49. Successful content balances organizational goals and user needs.
- 50. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion • 49
- 51. Collaboration http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/foxypar4/2168375264/
- 52. #meetcontent Collaboration vs. shared responsibilities
- 53. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion • 52
- 54. http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/james_lumb/3922753466/
- 55. http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/topsteph53/6005687156/
- 56. “ #meetcontent The reality of every business changes all the time, yet strategies and projects takes months if not years to materialise. Businesses themselves are usually aware of this changing reality to varying degrees, but that awareness is often present in hard-to-find places. Elizabeth McGuane Content Strategist http://mappedblog.com/2011/09/01/an-existentialists-content-strategy/ 55
- 59. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion 58
- 60. Governance http://www.dilbert.com/strips/comic/2011-10-30/
- 61. #meetcontent Governance • Have our website objectives changed? • Have our users’ needs changed? • Have our resources changed? • Is our strategy still effective? 60
- 62. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion • 61
- 63. “ #meetcontent The only way out is to stop waiting for permission, and to start leading. This isn’t technically complex, but it takes courage: the willingness to leave our comfort zones, face our own fear of confronting the status quo, and overcome our resistance to shipping. Jonathan Kahn Together London http://lucidplot.com/2011/10/03/governance-linchpin/ 62
- 65. http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/3059349393/3418857871/
- 66. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion 65
- 67. Measurement 66 http://nutrition.about.com/od/diets/tp/bodymeasurments.htm
- 68. “ #meetcontent The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your [audiences, and potential audiences] have, which translates into your desired outcomes (online and offline). Avinash Kaushik Author, Web Analytics 2.0
- 69. #meetcontent Web Analysis: A Continuous Process 68
- 70. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion • 69
- 74. #meetcontent 73
- 75. #meetcontent 74
- 76. Active Learning http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/dave_mcmt/187432802/
- 77. #meetcontent http://www.dilbert.com/strips/comic/2011-10-30/ Closing thoughts http://www.flickr.com/photos/atbartlett/2432704579
- 78. People are not averse to quality content or happy users. They’re resistant to change.
- 79. “ #meetcontent The happier people are, the better their content will be, the more content they’ll produce. Patrick Cooper Senior Product Manager, NPR http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content- management-systems-are-evolving-why-it-matters-to-journalists/ 78
- 80. #meetcontent Thank you! Rick Allen Georgy Cohen @epublishmedia @radiofreegeorgy meetcontent.com @meetcontent
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