Building stronger content teams - Melissa Breker at boye 18

Shift the way you do digitalShift the way you do digital
1
Building Stronger Content Teams
Tools to support collaboration and
communication
brekergroup.com | @melissabreker

I co-lead organizations through
pivotal transitions.
Melissa Breker
Founder at Breker Group
• Strategist
• Team Facilitator
• Guide
I offer consulting, facilitation and
leadership coaching for digital and
content folks.

Clients

Think
about…
Before the trip

It felt like the clouds were rolling in…

We needed to
build a
common
language.

11
It got me thinking …

Across teams and
experiences, we
struggle with…
• Poor planning
• Poor communication
• Poor collaboration

86% of employees and executives cite lack of collaboration
or ineffective communication for workplace failures.
- Salesforce

2017 Employee Engagement Survey.
Collaboration, Communication, and Credibility | @MelissaBreker | #stc17
92% of employers say their
workforce is stressed.
92% of employers say their workforce
is stressed. (IFEBP)

We need to align
content and process.

What are your expectations for
today?
Do you have a specific
problem you want support
with?
Workshop expectations
Activity

Pick a question from the table.
Turn to a new friend.
Ask a question from the grid of
questions provided.
Let’s meet some new friends
Activity
Aiden Jones

Visual note taking
Activity
• Helps slow you down
• Builds connections
between ideas and
meaning
• Reinforces what you’re
hearing and seeing
Via @davegray

Let’s try it!
Activity

Visual note taking
Activity
Cornell note
taking +
sketch notes
Questions, resources, and insights
Key takeaways
Main ideas
Visual elements

26
Sketching is about process.
Not creative output.

Diego PH
Start with the end
in mind.
- Stephen Covey

Develop:
Team
collaboration
Assess:
Content
maturity
model
Define:
Digital
governance
framework
What we’re talking about today
Agenda
Action:
Next steps

Content
governance
provides a
framework for
content decisions,
roles, and
responsibilities.
Assess

Shift the way you do digital
People and
process

“We don’t have strategically aligned processes”.
“In some ways, we’re ad-hoc, in other ways, we are
rudimentary.”

32
How are decisions
made and supported?

Get a detailed version of this model here: http://www.contentstrategyinc.com/wp/wp-content/uploads/2015/01/Content-Strategy-Inc-Content-Maturity-Model-2014.pdf
Assess
Content process maturity model

Start high-level.
Provide more detail as needed.
Start with common scenarios.
Define variations as needed.
Ways to improve

.
Only 25% of B2B content
marketers consider their
practices as “mature”.
Via 2018 B2B Content Marketing Trends – CMI Content

Where are you on the content
maturity model?
3 questions | 3 minutes
Assess

What can you do to progress?
Assess

Why is it important to progress?
Assess

“Digital governance is a framework
for establishing accountability, roles,
and decision-making authority for
an organization’s digital presence.”
- Lisa Welchman
Digital governance
Define

• Digital Requirements
• Information needs
• Workflows
• Process
• Departments
• Roles
Complexity
Define

• People
• Politics
Define
Complexity

Captures the ecosystem of decision making for:
• policies
• practices
• process
• communication
• technology
Why is governance important?
Define

Governance = guardrails for informed
decision-making

49
Enterprises fail at execution because
they neglect the most powerful
drivers of effectiveness:
Harvard Business Review, The Secrets to Successful Strategy Execution by
Gary L. Neilson, Karla L. Martin, Elizabeth Powers.
decision rights & information flow

What do we hear
from clients?
“We don’t share information across departments.”
“Rules and standards will slow us down.”
“We’re not sure who is responsible.”

How do you get started with
governance?

Across teams, there’s different
requirements and levels of
involvement.
Define
Via @gathercontent
Decision-making

Write down your responses:
Digital strategy
• Who determines the direction for digital?
Digital policy
• Who specifies what your organization must and
must not do online?
Digital standards
• Who decides the nature of your digital standards?
Governance questions
Activity
Via @lwelchman

Core group
• Infrastructure and publishing
Content governance teams structure
Define
Via @lwelchman
Core
Working Group
Tactical Group
Leadership Group
Working group
• Strategy and measurement
Tactical group (across silos)
• Community of practice
Leadership group
• Delegate downward

Document workflow and
processes aligned to the content
lifecycle:
• ideation
• creation
• review
• publish
• promote
• manage
• maintain
Define
Via @gathercontent
Workflow

Tasks
• What is required for each stage?
• Who should be involved and responsible?
Timing
• What’s the duration of each stage?
Tools
• What tools will support the team? (checklists,
decision-trees etc)
Workflow questions
Define
Viia @gathercontent

Project support
• Team charter
• Communication map
• Agenda
• Meeting frequency
Content & digital support
• Guidelines
• Policies
• Standards
Define
Support the team

• Discuss at your table then
complete your worksheet.
• Where are you as an
organisation?
• Where is your department?
• How ready are you for
change?
How mature is
your
governance?
What team
structures do
you have in
place?
How defined
are your
content
processes?
What support
tools do you
use?
At your table
Define

Who needs to be involved?
Assess

What can you do to support
accountability and clarify expectations?
Assess

Where are there opportunities to
improve content governance?
Assess

We need to align
content and process.

Let’s take 3 minutes to write
down your team problems.
Develop

Team problems
• Mismatched work
styles for problem
solving.
• Interpersonal conflict
between team
members.
• Unclear benchmarks
for metrics.
Larry Johnson Mind the Gap
(CC BY-NC-SA 2.0)
Define

71
How can we collaborate
and work better
together?

The truth is…Define a team vision

What do we hear
from clients?
“We don’t have transparency
across departments and teams.”

What happens if
we don’t define
and plan team
experiences?
Define

75
If you don’t design,
you default.
- Christina Wodtke

Assess
Define
Do you have:
• diversity in skill sets?
• rewards and recognition for performance?
• leadership skills?
Develop
• functional departments ready to share?
• influencer knowledge and support?

Understand
1
Team members
Who needs to be involved
and aligned?
2
Objectives
Where do you want to
be?
What do you need to
know?
3
Key results
What are the success
criteria?
Define
Who What Why

Develop
Complete the
worksheet with
your answers.

Measure team effectiveness and
improvements.
Consider team metrics:
• agility and adaptability
• sharing information and meaning
• completion of tasks
Metrics
Define

80

81

Reflection exercise
Develop
Ivana Cajina
What did you uncover?
What actions will you take to
make a positive impact?

• Lack of resources
• Lack of cooperation or collaboration
• Lack of clear leadership and support
• Inability to set priorities
• Difficulty hiring skilled employees
• Lack of organizational maturity
Action
Common challenges

Team check list
 Do you have a clear and compelling need to change?
 Does the organization value learning?
 Are people measured on the value they create?
 Will management clear obstacles & support change?
 Are team members ready to opt-in to change?
Forrester Research
Action

Use stories to drive
commitment and
participation.
Impact and learning
Action

Show progress.
Communicate how
you’re measuring
results against metrics.
Impact and learning
Action

We must co-create the solutions we seek. It is
common sense to bring people together in
conversation when you seek new solutions for the
common good.
Margaret Wheatley

When it comes to influencing
change:
What’s worked?
What has not worked?
Bring them up to the wall to
share.
Group exercise
Action

We asked:
• Team canvas
• Influencer map
• Empathy map
• Post meeting retrospectives
• RACI
• Impact prioritization grid
• Stakeholder influence map
Or other workshop activities
depending on your objectives.
Sample team workshop activities
Define

• Content journey mapping
• Pair writing | auditing
• Roadshow
• Story driven project updates
• Feedback role playing
• Writing training
• Support tool review
• Content process mapping
• Content team assessment
• Train-the-trainer
• Mind mapping
Sample content workshop activities
Define

Define
Tools
What tools have you
used to align your team?

Define
Team alignment tools
Technology
• Jira
• Trello
• Mural
• Confluence
• Google docs |drive
• Slack
• Dropbox paper
• Wiki
• Hipchat
• Ryver
Project
• Daily scrums
• Review meetings
• Design sprints
• Risk assessment
matrix
• 4 L Feedback
• Retrospectives
• Toggle time
management

Define
Team alignment tools
Content
• Content calendars
• Decision briefs
• Content ecosystem
map
• Content strategy brief
• Content workflows
• Decision-trees
• Abstracts
UX
• Mental models
• User journey
mapping
• Mind mapping
• User motivation
quad
• User matrix
• KJ
Brainstorming
Team members
• Myers Briggs
• DISC
• Clifton Strengths Finder

“You must replace judgement
with empathy, and lectures with
questions.”
William Miller

1. Practice content strategy
2. Demonstrate positive results
3. Provide tools and resources
4. Become a trusted advisor
5. Advocate and educate
6. Remove barriers
Action
Build your influence

The one who asks questions,
doesn’t lose their way.”
Anonymous
frank mckenna
“

Assess

How can you stay
curious and focus on
empowering people
to make decisions?
Action
Curiosity

How can eliminate
choices and look at
pilots that support
incremental change?
Action
Choices

What changes can
you make to the
rules to transform
habits and
behaviours?
Action
Environment

What’s one action you’ll take?

Email: melissa@brekergroup.com
LinkedIn: Melissa Breker
Twitter: @melissabreker
Phone: 001 604.619.7743
Web: www.brekergroup.com
Melissa Breker
• Digital Strategy Assessments
• Team Strategy Workshops
• Consulting
Let’s connect

Building stronger content teams - Melissa Breker at boye 18

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