Managing the politics of content
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Managing the politics of content
- 1. MANAGING THE POLITICS OF CONTENT Hilary Marsh, Content Company www.hilarymarsh.com Copyright © 2014 Hilary Marsh
- 2. THE CHALLENGE
- 3. THE CHALLENGE • Findability • Voice • Ownership • Policies • Practices
- 4. THE CHALLENGE • Language/jargon • Lack of prioritized promotion • Content hoarding • Bad editorial processes • New content missing • Different content on different channels
- 5. WHAT POLITICS LOOK LIKE ONLINE h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
- 6. WHAT POLITICS LOOK LIKE ONLINE h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
- 7. WHAT POLITICS LOOK LIKE ONLINE h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
- 8. WHAT POLITICS LOOK LIKE ONLINE h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
- 9. “We have a carousel on our website because politics.” – Dave Olsen, www.dmolsen.com/ Confab Higher Ed 2014
- 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. 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. CONTENT IS…. EVENT PRODUCT CLASS PROGRAM RESEARCH
- 13. CONTENT STRATEGY IS… EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY
- 14. CONTENT IS POLITICAL
- 15. CONTENT IS…. EVENT PRODUCT CLASS PROGRAM RESEARCH
- 16. CONTENT IS…. MY EVENT MY PRODUCT MY CLASS MY PROGRAM MY RESEARCH
- 17. 18
- 18. “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine Confab 2013
- 19. “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair
- 20. 21 h<p://www.amazon.com/Have-‐Always-‐Done-‐That-‐Way/dp/184728857X/
- 21. OLD THINKING Department Message Audience Department Message Audience Department Message Audience Department Message Audience
- 22. NEW THINKING OrganizaVon: Programs, offerings Audience Messages Audience Audience Audience
- 23. CONTENT STRATEGY IS CHANGE MANAGEMENT h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
- 24. POLICIES AND GUIDELINES + AUDIENCE UNDERSTANDING + BUSINESS KNOWLEDGE =
- 25. 26 YOUR VISION
- 26. WORKING TOGETHER FOR CUSTOMER SATISFACTION
- 27. DATA IS YOUR FRIEND
- 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. ANALYZE
- 30. ELIMINATE CONTENT “ROT” • Redundant • Outdated • Trivial
- 31. SHARED FOCUS ON THE AUDIENCE h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
- 32. SHARED UNDERSTANDING OF THE AUDIENCE h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
- 33. h<p://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen 35
- 34. EMPATHY-BASED PERSONAS 36 Anthony Susan Allen Maggie
- 35. Are you too self-centered?
- 36. • Useful • Relevant • Timely
- 37. • Org-focused • Narrow interest • Not actionable
- 38. CONTENT STRATEGIST AS ORCHESTRA CONDUCTOR
- 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. GET YOUR GOVERNANCE IN ORDER 43
- 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. WHERE MOST ORGS START 45
- 43. WHAT OFTEN SEEMS MOST LOGICAL 46
- 44. WHAT SOME ORGS ARE TRYING 47
- 45. WHERE MOST ORGS LAND 48
- 46. THE WEB DRIVES ORGANIZATIONAL CHANGE • Communication • Collaboration • Awareness of the audience • Common brand 50
- 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. PLAN
- 49. 53 START AND LEARN
- 50. TRY, TRY, TRY, TRY 54 h<ps://www.flickr.com/photos/telachhe/3342173731/
- 51. SELL YOUR VISION
- 52. SELL YOUR VISION
- 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. RESPECT THE DEPTH
- 55. BE PATIENT 59 h<p://bit.ly/1jntVcJ
- 56. SHOW THEM HOW h<p://ashram.yogasatsang.org/yoga-‐classes
- 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. FOSTER COLLABORATION
- 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. MOTIVATE AND RECOGNIZE
- 61. MOTIVATE AND RECOGNIZE • INTRANET • AT YOUR REGULAR DIGITAL GROUP MEETINGS • IN YOUR REPORT TO MANAGEMENT • INCORPORATE INTO THEIR JOB DESCRIPTION
- 62. REDEFINE SUCCESS I put the informaVon up online –now I also need to know how many people have used it???
- 63. EDUCATE AND REMIND Employ “strategic nagging:” patient but persistent repetition of a message 67 –Carrie Hane Dennison, @carriehd
- 64. EDUCATE AND REMIND 68
- 65. OPERATIONALIZE AND SOCIALIZE 69
- 66. OFFER OPTIONS FOR CREATIVITY h<p://oxendo.com/ 70
- 67. BE THERE FOR YOUR COLLEAGUES 71
- 68. BUILD YOUR ARMY
- 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. SOLID RATIONALES AND ALTERNATIVES 74
- 71. REPORT ON PROGRESS h<p://www.enterprisenews.com/arVcle/20140614/SPORTS/140617308 75
- 72. WORKING TOGETHER FOR CUSTOMER SATISFACTION
- 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. SELECT CLIENTS
- 75. THANK YOU Hilary Marsh hilary@hilarymarsh.com @hilarymarsh www.slideshare.net/hilarymarsh
