Content tactics_pkostur

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Your strategy is your plan. Your tactics are how you implement that plan. This presentation describes how to implement your content strategy, taking it beyond planning and into action.

Your strategy is your plan. Your tactics are how you implement that plan. This presentation describes how to implement your content strategy, taking it beyond planning and into action.

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  • Your plan must also consider the CONTENT, how it’s written…Strategy must include guidelines for making content usable.I’ve seen strategies to ensure that content gets to the right people, in the right format, delivered using the right medium…yet, still, the content is not written properly, or is open to interpretation…We need writing guidelines for everyone contributing content.
  • Based on JoAnn Hackos’ really excellent work on the process maturity model.The Center for Information-Development Management, Best Practices, Volume 6, Number 4, August 2004, http://www.infomanagementcenter.com/pdfs/Hackos_IPMM_04_update.pdfDon’t attempt major changes if you are part of an organization that is winging it in terms of content creation and management
  • The key elements of making your content matter

Transcript

  • 1. Parallax CommunicationsContent first. Content Tactics: Putting Your Strategy Into Action Pamela Kostur Parallax Communications
  • 2. Critiquing contentI spend a lot of time looking at content I do it for work And, because I can’t help itIt’s not hard to find confusing content, orcontent that’s just weird © Parallax Communications 2012 Content first.
  • 3. © Parallax Communications 2012 Content first.
  • 4. © Parallax Communications 2012 Content first.
  • 5. Website Potential to reuse content PDF available on website© Parallax Communications 2012 Content first.
  • 6. Oh my!What? Some of my information? Immediate access? © Parallax Communications 2012 Content first.
  • 7. This is really good! © Parallax Communications 2012 Content first.
  • 8. Good content doesn’t just happen.You need to plan for it. © Parallax Communications 2012 Content first.
  • 9. Your plan must consider…What content?For which initiatives and projects?For whom?What do you want them to know/do?How can the content help the users, and yourorganization? © Parallax Communications 2012 Content first.
  • 10. Document your planInclude answers to your questionsSummarize audiences and objectivesOutline what content goes whereState exactly what you will need from whom,and when Resources TimeProvide timelines for what you need and forwhat you’ll deliverWrite it in terms everybody understands © Parallax Communications 2012 Content first.
  • 11. From plan… © Parallax Communications 2012 Content first.
  • 12. To product… © Parallax Communications 2012 Content first.
  • 13. Writing guidelines criticalDon’t forget about specifying how thecontent should be structured and writtenWriting guidelines spell out how to write apiece of contentWriting guidelines help to make contentusable and reusable © Parallax Communications 2012 Content first.
  • 14. © Parallax Communications 2012 Content first.
  • 15. Implement your planIt can be as simple as a kick-off meeting orphone callEverybody has to know what they’reresponsible for, and whenYou need to practice persuasion © Parallax Communications 2012 Content first.
  • 16. Persuasion is all about relationships © Parallax Communications 2012 Content first.
  • 17. Sell your plan Create a connection Be authentic Be honest Be reciprocalExcellent book. I highly recommend it!Dickinson, Arlene. Persuasion. HarperCollins, 2011. © Parallax Communications 2012 Content first.
  • 18. How will what you are proposing help your company? © Parallax Communications 2012 Content first.
  • 19. AuthenticityBe true to yourselfBe sure of what you want, believe in itIf you don’t seem sure of yourself, you’ll behard to believe © Parallax Communications 2012 Content first.
  • 20. Honesty“Listen, we really screwed up on that lastproject, so I think we need to make somechanges…”Tell the truth to others about what you areaskingDon’t promise what you can’t deliverAdmit it if you don’t know something © Parallax Communications 2012 Content first.
  • 21. ReciprocityWhat’s in it for them?If you don’t know, figure it outBe specific about how your content plan willhelp your organization © Parallax Communications 2012 Content first.
  • 22. It’s not about you! © Parallax Communications 2012 Content first.
  • 23. Content initiatives must be…Understandable and relevant to businessexecutivesConnected to business outcomes Introduction of new products and services Improved customer loyalty and satisfaction Increased gross margins Increased market share © Parallax Communications 2012 Content first.
  • 24. Demonstrate how content initiativescontribute favorably to these outcomes © Parallax Communications 2012 Content first.
  • 25. Timing is everything! © Parallax Communications 2012 Content first.
  • 26. What’s going on in your organization? Are they downsizing? Launching new products? Going through a financial crisis? Lots to consider. Do your research. © Parallax Communications 2012 Content first.
  • 27. Consider your organization’s maturity Winging it Figuring it out Competent Disciplined Fully aligned © Parallax Communications 2012 Content first.
  • 28. If you’re winging it…Authoring is “on the fly”Quality of writing variesNo editorial standards or peer reviewsTechnology selected without a content planVery little collaboration © Parallax Communications 2012 Content first.
  • 29. If you’re figuring it out…Simple content structures, but not enforcedSome content reuse, but not managedSome collaboration, but not formalSome resistance to changeSome quality assurance, but not standardized © Parallax Communications 2012 Content first.
  • 30. If you’re competent…Document structures implementedWriting guidelines in placeManagement advocates quality contentContent reuse in place, and managedPlanning and quality assurance are part ofevery project, from inception to deliveryMetrics become part of your vocabulary © Parallax Communications 2012 Content first.
  • 31. If you’re disciplined…Document structures enforcedContent reuse goes beyond writing groupTechnology is leveraged to support ongoingdevelopments with contentManagement is fully supportive of the groupand aware of the value they provideThe group works together cohesively © Parallax Communications 2012 Content first.
  • 32. If you’re fully aligned…Content is fully aligned with the business needsand users’ requirementsContent strategy is documented and revisitediterativelyContent is valued throughout the companyContent reflects positively on all aspects of thebusinessMembers of the writing team are activeadvocates of quality © Parallax Communications 2012 Content first.
  • 33. How do you know you’re successful? © Parallax Communications 2012 Content first.
  • 34. There is no foolproof way to measure content effectiveness © Parallax Communications 2012 Content first.
  • 35. Here are some tipsDon’t worry about exact numbersKnow what you want to measureIdentify the content’s functionDescribe the content’s characteristicsAssign values to content functions &characteristics © Parallax Communications 2012 Content first.
  • 36. Then, you’re set to measureMeasure in different waysEstablish a baselineMeasure regularlyWatch your budgetGet your peers to help you © Parallax Communications 2012 Content first.
  • 37. © Parallax Communications 2012 Content first.
  • 38. From plan to processBeing successful requires processes tosupport your strategy Content creation Review and approval Translation/localization Delivery/publishing Maintenance/retirement © Parallax Communications 2012 Content first.
  • 39. Tactics for planning a strategyUnderstand that your content has valueAssess your contentDo everything in your power to maximize itsvalueUnderstand that no matter how hard you try,your content may fall shortUnderstand that a project is never just aproject © Parallax Communications 2012 Content first.
  • 40. Tactics for moving beyond strategy Ask the right questions At the right time Pose them to the right people In the right way Connect content initiatives to business outcomes Measure your efforts Put processes in place to help you succeed © Parallax Communications 2012 Content first.
  • 41. Content. Users. Strategy Context. Tactics. © Parallax Communications 2012 Content first.
  • 42. Join the discussion on LinkedIn. © Parallax Communications 2012 Content first.
  • 43. Pamela Kosturpkostur@parallax.ca @Pamela_Parallax 416.850.0636 parallax.ca © Parallax Communications 2012 Content first.