Managing the Politics of Content with Hilary Marsh
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What does content strategy mean in an organization where “silo” is a matter-of-fact term and not a criticism? How do you introduce new ways of creating content when the organization’s unspoken motto is “that’s the way we’ve always done it”? How do you create consistency and collaboration when divisions have their own budgets, programs, and sometimes even brands? How do you engender trust and promote information-sharing when content creators don’t know one another? And finally, if division strategies include “create X amount of online toolkits,” how do you build the case that creating less content can be better? These organizational challenges exist in many content-rich organizations and can be equally true for social media channels, intranets, e-newsletters, and websites. Results include large amounts of content that isn’t always of the same quality, audiences that can’t find the information they are looking for, contradictory or outdated information remaining online – and, most important, business goals that are not met. This presentation was given at Content Strategy Applied USA on November 17-18, 2014
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Managing the Politics of Content with Hilary Marsh
- 1. MANAGING THE POLITICS OF CONTENT Hilary Marsh, Content Company www.hilarymarsh.com Copyright © 2014 Hilary Marsh
- 4. • Language/jargon • Lack of prioritized promotion • Content hoarding • Bad editorial processes • New content missing • Different content on different channels THE CHALLENGE
- 5. h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech WHAT POLITICS LOOK LIKE ONLINE
- 6. h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech WHAT POLITICS LOOK LIKE ONLINE
- 7. h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech WHAT POLITICS LOOK LIKE ONLINE
- 8. h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech WHAT POLITICS LOOK LIKE ONLINE
- 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
- 12. FOR MORE THAN JUST THE WEB • EMAIL MARKETING • PRINT • CALL CENTER SCRIPTS • INTRANET • SOCIAL MEDIA • ADVERTISING/MARKETING • MOBILE APPS DIFFERENT TEAMS, CULTURES, REPORTING STRUCTURES
- 14. CONTENT STRATEGY IS… EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY
- 17. MY EVENT MY PRODUCT MY CLASS MY PROGRAM MY RESEARCH CONTENT IS….
- 18. 18
- 19. “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine Confab 2013
- 20. “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair
- 22. Department Message Audience Department Message Audience Department Message Audience Department Message Audience OLD THINKING
- 23. OrganizaVon: Programs, offerings Audience Messages Audience Audience Audience NEW THINKING
- 25. POLICIES AND GUIDELINES + AUDIENCE UNDERSTANDING + BUSINESS KNOWLEDGE =
- 26. 26 YOUR VISION
- 29. DATA IS YOUR FRIEND
- 30. 30 – Mike Powers, Director of Electronic CommunicaVons, Indiana University of Pennsylvania Confab 2014 “Pageviews aren’t the goal. Your goal goal is the goal.”
- 31. ANALYZE
- 32. ELIMINATE CONTENT “ROT” • Redundant • Outdated • Trivial
- 33. h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech SHARED FOCUS ON THE AUDIENCE
- 36. EMPATHY-BASED PERSONAS 36 Anthony Susan Allen Maggie
- 39. • Useful • Relevant • Timely
- 40. • Org-focused • Narrow interest • Not actionable
- 42. “Customers don’t care about you, your products, or your services. They care about themselves – their wants and needs.” – Joe Pulizzi, Content MarkeVng InsVtute
- 43. GET YOUR GOVERNANCE IN ORDER 43
- 45. WHERE MOST ORGS START 45
- 46. WHAT OFTEN SEEMS MOST LOGICAL 46
- 47. WHAT SOME ORGS ARE TRYING 47
- 48. WHERE MOST ORGS LAND 48
- 50. THE WEB DRIVES ORGANIZATIONAL CHANGE • Communication • Collaboration • Awareness of the audience • Common brand 50
- 51. 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.
- 52. PLAN
- 53. 53 START AND LEARN
- 54. TRY, TRY, TRY, TRY 54 h<ps://www.flickr.com/photos/telachhe/3342173731/
- 55. SELL YOUR VISION
- 56. SELL YOUR VISION
- 57. 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
- 61. 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
- 63. 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
- 65. MOTIVATE AND RECOGNIZE • INTRANET • AT YOUR REGULAR DIGITAL GROUP MEETINGS • IN YOUR REPORT TO MANAGEMENT • INCORPORATE INTO THEIR JOB DESCRIPTION
- 66. REDEFINE SUCCESS I put the informaVon up online –now I also need to know how many people have used it???
- 67. EDUCATE AND REMIND Employ “strategic nagging:” patient but persistent repetition of a message 67 –Carrie Hane Dennison, @carriehd
- 70. OFFER OPTIONS FOR CREATIVITY 70 h<p://oxendo.com/
- 71. BE THERE FOR YOUR COLLEAGUES 71
- 72. BUILD YOUR ARMY
- 73. 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
- 75. REPORT ON PROGRESS 75 h<p://www.enterprisenews.com/arVcle/20140614/SPORTS/140617308
- 77. ABOUT ME Content strategy doer, manager, mentor, teacher since 1999 …otherwise, I’m kniing, making granola, or playing guitar DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL
- 78. SELECT CLIENTS