MANAGING 
THE POLITICS 
OF CONTENT 
Hilary 
Marsh, 
Content 
Company 
www.hilarymarsh.com 
Copyright 
© 
2014 
Hilary 
Mar...
THE CHALLENGE
THE CHALLENGE 
• Findability 
• Voice 
• Ownership 
• Policies 
• Practices
THE CHALLENGE 
• Language/jargon 
• Lack of prioritized promotion 
• Content hoarding 
• Bad editorial processes 
• New co...
WHAT POLITICS LOOK LIKE ONLINE 
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
WHAT POLITICS LOOK LIKE ONLINE 
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
WHAT POLITICS LOOK LIKE ONLINE 
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
WHAT POLITICS LOOK LIKE ONLINE 
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
“We have a carousel on our website 
because politics.” 
– 
Dave 
Olsen, 
www.dmolsen.com/ 
Confab 
Higher 
Ed 
2014
WHAT IS CONTENT STRATEGY? 
• A strategic statement tying content to business and 
user needs 
• Who, what, when, where, wh...
FOR MORE THAN JUST THE WEB 
• EMAIL MARKETING 
• PRINT 
• CALL CENTER SCRIPTS 
• INTRANET 
• SOCIAL MEDIA 
• ADVERTISING/M...
CONTENT IS…. 
EVENT 
PRODUCT 
CLASS 
PROGRAM 
RESEARCH
CONTENT STRATEGY IS… 
EVENT STRATEGY 
PRODUCT STRATEGY 
CLASS STRATEGY 
PROGRAM STRATEGY 
RESEARCH STRATEGY
CONTENT 
IS 
POLITICAL
CONTENT IS…. 
EVENT 
PRODUCT 
CLASS 
PROGRAM 
RESEARCH
CONTENT IS…. 
MY EVENT 
MY PRODUCT 
MY CLASS 
MY PROGRAM 
MY RESEARCH
18
“Every pixel has an owner.” 
– 
Paul 
Ford, 
former 
web 
editor 
at 
Harper’s 
magazine 
Confab 
2013
“It is difficult to get a man 
to understand something, 
when his salary depends upon 
his not understanding it.” 
– 
Upto...
21 
h<p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/
OLD THINKING 
Department 
Message 
Audience 
Department 
Message 
Audience 
Department 
Message 
Audience 
Department 
Mes...
NEW THINKING 
OrganizaVon: 
Programs, 
offerings 
Audience 
Messages 
Audience 
Audience 
Audience
CONTENT STRATEGY 
IS 
CHANGE MANAGEMENT 
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
POLICIES AND GUIDELINES 
+ 
AUDIENCE UNDERSTANDING 
+ 
BUSINESS KNOWLEDGE 
=
26 
YOUR VISION
WORKING 
TOGETHER FOR 
CUSTOMER 
SATISFACTION
DATA IS YOUR FRIEND
– 
Mike 
Powers, 
Director 
of 
Electronic 
CommunicaVons, 
Indiana 
University 
of 
Pennsylvania 
Confab 
2014 
30 
“Page...
ANALYZE
ELIMINATE CONTENT “ROT” 
• Redundant 
• Outdated 
• Trivial
SHARED FOCUS ON THE 
AUDIENCE 
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
SHARED 
UNDERSTANDING OF 
THE AUDIENCE 
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
h<p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐p...
EMPATHY-BASED PERSONAS 
36 
Anthony 
Susan 
Allen 
Maggie
Are you too 
self-centered?
• Useful 
• Relevant 
• Timely
• Org-focused 
• Narrow interest 
• Not actionable
CONTENT 
STRATEGIST AS 
ORCHESTRA 
CONDUCTOR
“Customers don’t care about you, your 
products, or your services. They care 
about themselves – their wants and 
needs.” ...
GET YOUR GOVERNANCE 
IN ORDER 
43
h<p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two 
44 
http://www.ssireview.org/blog/ent...
WHERE MOST ORGS START 
45
WHAT OFTEN SEEMS MOST LOGICAL 
46
WHAT SOME ORGS ARE TRYING 
47
WHERE MOST ORGS LAND 
48
THE WEB DRIVES 
ORGANIZATIONAL CHANGE 
• Communication 
• Collaboration 
• Awareness of the audience 
• Common brand 
50
51 
CHANGE MANAGEMENT 
ISSUES 
• Culture shift from "knowledge is power" to "sharing 
knowledge is power” 
• Need to estab...
PLAN
53 
START AND LEARN
TRY, TRY, TRY, TRY 
54 
h<ps://www.flickr.com/photos/telachhe/3342173731/
SELL YOUR VISION
SELL YOUR VISION
YOUR AGENDA 
1. Show what’s broken and why 
2. Show solutions and potential, and what it will take to 
get there 
3. Talk ...
RESPECT THE DEPTH
BE PATIENT 
59 
h<p://bit.ly/1jntVcJ
SHOW THEM HOW 
h<p://ashram.yogasatsang.org/yoga-­‐classes
SHOW THEM HOW 
• MEET REGULARLY – IN PERSON, VIDEO CONFERENCE 
• CREATE TUTORIALS 
• REPORT ON SUCCESSES 
• INCLUDE A LESS...
FOSTER COLLABORATION
FOSTER COLLABORATION 
• FORM A CROSS-DEPARTMENTAL EDITORIAL BOARD TO 
REVIEW MAJOR REQUESTS TOGETHER 
• MOST IMPACTFUL STO...
MOTIVATE AND RECOGNIZE
MOTIVATE AND RECOGNIZE 
• INTRANET 
• AT YOUR REGULAR DIGITAL GROUP MEETINGS 
• IN YOUR REPORT TO MANAGEMENT 
• INCORPORAT...
REDEFINE SUCCESS 
I 
put 
the 
informaVon 
up 
online 
–now 
I 
also 
need 
to 
know 
how 
many 
people 
have 
used 
it???
EDUCATE AND REMIND 
Employ “strategic nagging:” 
patient but persistent repetition of a 
message 
67 
–Carrie 
Hane 
Denni...
EDUCATE AND REMIND 
68
OPERATIONALIZE AND 
SOCIALIZE 
69
OFFER OPTIONS FOR CREATIVITY 
h<p://oxendo.com/ 
70
BE THERE FOR YOUR 
COLLEAGUES 
71
BUILD YOUR ARMY
73 
EVENTUALLY…. 
Look, 
if 
it 
were 
up 
to 
me, 
I 
would 
leave 
that 
content 
on 
the 
site, 
but 
the 
decision 
is...
SOLID RATIONALES AND 
ALTERNATIVES 
74
REPORT ON PROGRESS 
h<p://www.enterprisenews.com/arVcle/20140614/SPORTS/140617308 
75
WORKING 
TOGETHER FOR 
CUSTOMER 
SATISFACTION
ABOUT ME 
DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL 
Content 
strategy 
doer, 
manager, 
mentor, 
teac...
SELECT CLIENTS
THANK YOU 
Hilary Marsh 
hilary@hilarymarsh.com 
@hilarymarsh 
www.slideshare.net/hilarymarsh
Managing the politics of content
Managing the politics of content
Managing the politics of content
Managing the politics of content
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Managing the politics of content

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(updated Nov. 2014) Your content can't succeed unless your people are aligned. Here's how to manage organizational politics and change culture to let content help audiences meet their needs and help the organization meet its goals.

Veröffentlicht in: Business, Technologie, News & Politik

Managing the politics of content

  1. 1. MANAGING THE POLITICS OF CONTENT Hilary Marsh, Content Company www.hilarymarsh.com Copyright © 2014 Hilary Marsh
  2. 2. THE CHALLENGE
  3. 3. THE CHALLENGE • Findability • Voice • Ownership • Policies • Practices
  4. 4. THE CHALLENGE • Language/jargon • Lack of prioritized promotion • Content hoarding • Bad editorial processes • New content missing • Different content on different channels
  5. 5. WHAT POLITICS LOOK LIKE ONLINE h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
  6. 6. WHAT POLITICS LOOK LIKE ONLINE h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
  7. 7. WHAT POLITICS LOOK LIKE ONLINE h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
  8. 8. WHAT POLITICS LOOK LIKE ONLINE h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
  9. 9. “We have a carousel on our website because politics.” – Dave Olsen, www.dmolsen.com/ Confab Higher Ed 2014
  10. 10. WHAT IS CONTENT STRATEGY? • A strategic statement tying content to business and user needs • Who, what, when, where, why, how of publishing and managing content • The people, processes, and power to execute that statement
  11. 11. FOR MORE THAN JUST THE WEB • EMAIL MARKETING • PRINT • CALL CENTER SCRIPTS • INTRANET • SOCIAL MEDIA • ADVERTISING/MARKETING • MOBILE APPS DIFFERENT TEAMS, CULTURES, REPORTING STRUCTURES
  12. 12. CONTENT IS…. EVENT PRODUCT CLASS PROGRAM RESEARCH
  13. 13. CONTENT STRATEGY IS… EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY
  14. 14. CONTENT IS POLITICAL
  15. 15. CONTENT IS…. EVENT PRODUCT CLASS PROGRAM RESEARCH
  16. 16. CONTENT IS…. MY EVENT MY PRODUCT MY CLASS MY PROGRAM MY RESEARCH
  17. 17. 18
  18. 18. “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine Confab 2013
  19. 19. “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair
  20. 20. 21 h<p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/
  21. 21. OLD THINKING Department Message Audience Department Message Audience Department Message Audience Department Message Audience
  22. 22. NEW THINKING OrganizaVon: Programs, offerings Audience Messages Audience Audience Audience
  23. 23. CONTENT STRATEGY IS CHANGE MANAGEMENT h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
  24. 24. POLICIES AND GUIDELINES + AUDIENCE UNDERSTANDING + BUSINESS KNOWLEDGE =
  25. 25. 26 YOUR VISION
  26. 26. WORKING TOGETHER FOR CUSTOMER SATISFACTION
  27. 27. DATA IS YOUR FRIEND
  28. 28. – Mike Powers, Director of Electronic CommunicaVons, Indiana University of Pennsylvania Confab 2014 30 “Pageviews aren’t the goal. Your goal goal is the goal.”
  29. 29. ANALYZE
  30. 30. ELIMINATE CONTENT “ROT” • Redundant • Outdated • Trivial
  31. 31. SHARED FOCUS ON THE AUDIENCE h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
  32. 32. SHARED UNDERSTANDING OF THE AUDIENCE h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech
  33. 33. h<p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen 35
  34. 34. EMPATHY-BASED PERSONAS 36 Anthony Susan Allen Maggie
  35. 35. Are you too self-centered?
  36. 36. • Useful • Relevant • Timely
  37. 37. • Org-focused • Narrow interest • Not actionable
  38. 38. CONTENT STRATEGIST AS ORCHESTRA CONDUCTOR
  39. 39. “Customers don’t care about you, your products, or your services. They care about themselves – their wants and needs.” – Joe Pulizzi, Content MarkeVng InsVtute
  40. 40. GET YOUR GOVERNANCE IN ORDER 43
  41. 41. h<p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two 44 http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
  42. 42. WHERE MOST ORGS START 45
  43. 43. WHAT OFTEN SEEMS MOST LOGICAL 46
  44. 44. WHAT SOME ORGS ARE TRYING 47
  45. 45. WHERE MOST ORGS LAND 48
  46. 46. THE WEB DRIVES ORGANIZATIONAL CHANGE • Communication • Collaboration • Awareness of the audience • Common brand 50
  47. 47. 51 CHANGE MANAGEMENT ISSUES • Culture shift from "knowledge is power" to "sharing knowledge is power” • Need to establish trust....in some cases, for the first time • Subject matter experts are not writers — can't just institute decentralized publishing overnight.
  48. 48. PLAN
  49. 49. 53 START AND LEARN
  50. 50. TRY, TRY, TRY, TRY 54 h<ps://www.flickr.com/photos/telachhe/3342173731/
  51. 51. SELL YOUR VISION
  52. 52. SELL YOUR VISION
  53. 53. YOUR AGENDA 1. Show what’s broken and why 2. Show solutions and potential, and what it will take to get there 3. Talk about the pilot efforts and the lessons learned 4. Anticipate roadblocks – raise “what if” scenarios, talk them through in advance 5. Determine follow-up frequency 57
  54. 54. RESPECT THE DEPTH
  55. 55. BE PATIENT 59 h<p://bit.ly/1jntVcJ
  56. 56. SHOW THEM HOW h<p://ashram.yogasatsang.org/yoga-­‐classes
  57. 57. SHOW THEM HOW • MEET REGULARLY – IN PERSON, VIDEO CONFERENCE • CREATE TUTORIALS • REPORT ON SUCCESSES • INCLUDE A LESSON • RE-INTRODUCE THE PERSONAS AND THE VISION • REMIND THEM ABOUT THE BUY-IN – IT’S NOT OPTIONAL h<p://ashram.yogasatsang.org/yoga-­‐classes
  58. 58. FOSTER COLLABORATION
  59. 59. FOSTER COLLABORATION • FORM A CROSS-DEPARTMENTAL EDITORIAL BOARD TO REVIEW MAJOR REQUESTS TOGETHER • MOST IMPACTFUL STORIES REQUIRE INFORMATION FROM MULTIPLE SOURCES • FACILITATE THE COLLABORATIONS • SHOW THEM HOW, THEN GRADUALLY PASS ON OWNERSHIP
  60. 60. MOTIVATE AND RECOGNIZE
  61. 61. MOTIVATE AND RECOGNIZE • INTRANET • AT YOUR REGULAR DIGITAL GROUP MEETINGS • IN YOUR REPORT TO MANAGEMENT • INCORPORATE INTO THEIR JOB DESCRIPTION
  62. 62. REDEFINE SUCCESS I put the informaVon up online –now I also need to know how many people have used it???
  63. 63. EDUCATE AND REMIND Employ “strategic nagging:” patient but persistent repetition of a message 67 –Carrie Hane Dennison, @carriehd
  64. 64. EDUCATE AND REMIND 68
  65. 65. OPERATIONALIZE AND SOCIALIZE 69
  66. 66. OFFER OPTIONS FOR CREATIVITY h<p://oxendo.com/ 70
  67. 67. BE THERE FOR YOUR COLLEAGUES 71
  68. 68. BUILD YOUR ARMY
  69. 69. 73 EVENTUALLY…. Look, if it were up to me, I would leave that content on the site, but the decision is out of my hands h<p://www.sfgate.com/performance/arVcle/Review-­‐Gold-­‐examines-­‐Jewish-­‐mother-­‐stereotype-­‐3291210.php
  70. 70. SOLID RATIONALES AND ALTERNATIVES 74
  71. 71. REPORT ON PROGRESS h<p://www.enterprisenews.com/arVcle/20140614/SPORTS/140617308 75
  72. 72. WORKING TOGETHER FOR CUSTOMER SATISFACTION
  73. 73. ABOUT ME DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL Content strategy doer, manager, mentor, teacher since 1999 …otherwise, I’m kniing, making granola, or playing guitar
  74. 74. SELECT CLIENTS
  75. 75. THANK YOU Hilary Marsh hilary@hilarymarsh.com @hilarymarsh www.slideshare.net/hilarymarsh

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