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Content Strategy as Change Management

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Let's talk about content strategy as a framework for change management on the web—building relationships, processes and standards for sustainable change in a decentralized web culture.

We can't treat the web as a side project and we can't treat content as a website feature. Content is an asset. We rely on it to meet our marketing and communication goals, as well as attracting, informing, engaging and retaining students.

We need to change the way we do business in higher ed. Content strategy can lead the charge.

Veröffentlicht in: Bildung, Business, Technologie
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Content Strategy as Change Management

  1. 1. #meetcontentContent Strategy asChange Managementin Higher EducationAugust 21, 2012Rick Allen Georgy Cohen@epublishmedia @radiofreegeorgy
  2. 2. #meetcontent [Photo for: “Who likes change?”]http://www.flickr.com/photos/diggersf/2227208044/2
  3. 3. #meetcontent What we’re talking about • The (changing) landscape in higher ed • How content strategy supports change management3
  4. 4. #meetcontent http://www.dilbert.com/strips/comic/2011-10-30/ The (changing) landscape in higher edhttp://www.flickr.com/photos/jamtea/1792070920/
  5. 5. 5
  6. 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 Strategy6
  7. 7. http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/jwalsh_/2465420760/
  8. 8. #meetcontent The landscape in higher ed • Slow to change8
  9. 9. 9 http://www.carinsurancequotetips.us/home/2003-dodge-viper-srt-10-winding-road-1024x768
  10. 10. 10 http://eyeform.co.uk/eyes-2/iceberg-ahead
  11. 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 • Fear11
  12. 12. VP Marcom SocialPR Web Magazine Media http://www.dilbert.com/strips/comic/2011-10-30/
  13. 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 • Fear13
  14. 14. Do you educateand inform orconfuse and mislead?
  15. 15. 15 http://eyeform.co.uk/eyes-2/iceberg-ahead
  16. 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 • Fear16
  17. 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. 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 • Fear18
  19. 19. http://www.dilbert.com/strips/comic/2011-10-30/
  20. 20. http://www.dilbert.com/strips/comic/2011-10-30/
  21. 21. http://www.dilbert.com/strips/comic/2011-10-30/
  22. 22. Internal politics ruinthe user experience.
  23. 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 • Fear22
  24. 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/
  25. 25. http://www.dilbert.com/strips/comic/2011-10-30/
  26. 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 • Fear25
  27. 27. http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/highwaysagency/6032691030/
  28. 28. Publishing is aprocess, not a project.
  29. 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 • Fear28
  30. 30. #meetcontentSource: Going the Distance: Online Education in theUnited 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. 31. The role of content strategy in higher ed30
  32. 32. 31
  33. 33. Strategies for successhttp://www.flickr.com/photos/97699489@N00/4302159301/
  34. 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. 35. Content-first http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/mullica/5637645692/
  36. 36. Organizationalstructures are hard,inflexible things.Communications is not.
  37. 37. #meetcontent36
  38. 38. #meetcontent Strategies for success • Governance • Be the champion • Measurement • Create a content culture •37
  39. 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. 40. Goals http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/ollesvensson/4252196844/
  41. 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. 42. 41
  43. 43. Put communication goals in context. Make them meaningful.42
  44. 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. 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. 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. 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. 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-1325938247
  49. 49. Successful contentbalances organizationalgoals and user needs.
  50. 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. 51. Collaboration http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/foxypar4/2168375264/
  52. 52. #meetcontent Collaboration vs.shared responsibilities
  53. 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. 54. http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/james_lumb/3922753466/
  55. 55. http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/topsteph53/6005687156/
  56. 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
  57. 57. http://www.dilbert.com/strips/comic/2011-10-30/
  58. 58. http://www.dilbert.com/strips/comic/2011-10-30/
  59. 59. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion58
  60. 60. Governance http://www.dilbert.com/strips/comic/2011-10-30/
  61. 61. #meetcontent Governance • Have our website objectives changed? • Have our users’ needs changed? • Have our resources changed? • Is our strategy still effective?60
  62. 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. 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
  64. 64. http://www.dilbert.com/strips/comic/2011-10-30/
  65. 65. http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/3059349393/3418857871/
  66. 66. #meetcontent Strategies for success • Content-first • Governance • Goals • Be the champion • Advocate for users • Measurement • Collaboration • Create a content culture • Find the champion65
  67. 67. Measurement66 http://nutrition.about.com/od/diets/tp/bodymeasurments.htm
  68. 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. 69. #meetcontent Web Analysis: A Continuous Process68
  70. 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
  71. 71. http://www.dilbert.com/strips/comic/2011-10-30/
  72. 72. http://www.dilbert.com/strips/comic/2011-10-30/
  73. 73. http://www.dilbert.com/strips/comic/2011-10-30/
  74. 74. #meetcontent73
  75. 75. #meetcontent74
  76. 76. Active Learning http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/dave_mcmt/187432802/
  77. 77. #meetcontent http://www.dilbert.com/strips/comic/2011-10-30/ Closing thoughtshttp://www.flickr.com/photos/atbartlett/2432704579
  78. 78. People are not averseto quality content orhappy users. They’reresistant to change.
  79. 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. 80. #meetcontentThank you!Rick Allen Georgy Cohen@epublishmedia @radiofreegeorgy meetcontent.com @meetcontent

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