More Related Content Similar to Content tactics_pkostur (20) Content tactics_pkostur2. Critiquing content
I spend a lot of time looking at content
I do it for work
And, because I can’t help it
It’s not hard to find confusing content, or
content that’s just weird
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5. Website
Potential
to reuse
content
PDF available on website
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6. Oh my!
What?
Some of my information?
Immediate access?
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8. Good content doesn’t
just happen.
You need to plan for it.
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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 your
organization?
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10. Document your plan
Include answers to your questions
Summarize audiences and objectives
Outline what content goes where
State exactly what you will need from whom,
and when
Resources
Time
Provide timelines for what you need and for
what you’ll deliver
Write it in terms everybody understands
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11. From plan…
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12. To product…
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13. Writing guidelines critical
Don’t forget about specifying how the
content should be structured and written
Writing guidelines spell out how to write a
piece of content
Writing guidelines help to make content
usable and reusable
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15. Implement your plan
It can be as simple as a kick-off meeting or
phone call
Everybody has to know what they’re
responsible for, and when
You need to practice persuasion
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16. Persuasion is all about
relationships
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17. Sell your plan
Create a connection
Be authentic
Be honest
Be reciprocal
Excellent book. I highly recommend it!
Dickinson, Arlene. Persuasion. HarperCollins, 2011.
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18. How will what you are
proposing help your
company?
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19. Authenticity
Be true to yourself
Be sure of what you want, believe in it
If you don’t seem sure of yourself, you’ll be
hard to believe
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20. Honesty
“Listen, we really screwed up on that last
project, so I think we need to make some
changes…”
Tell the truth to others about what you are
asking
Don’t promise what you can’t deliver
Admit it if you don’t know something
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21. Reciprocity
What’s in it for them?
If you don’t know, figure it out
Be specific about how your content plan will
help your organization
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23. Content initiatives must be…
Understandable and relevant to business
executives
Connected to business outcomes
Introduction of new products and services
Improved customer loyalty and satisfaction
Increased gross margins
Increased market share
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24. Demonstrate how
content initiatives
contribute favorably to
these outcomes
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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.
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27. Consider your organization’s maturity
Winging it
Figuring it out
Competent
Disciplined
Fully aligned
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28. If you’re winging it…
Authoring is “on the fly”
Quality of writing varies
No editorial standards or peer reviews
Technology selected without a content plan
Very little collaboration
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29. If you’re figuring it out…
Simple content structures, but not enforced
Some content reuse, but not managed
Some collaboration, but not formal
Some resistance to change
Some quality assurance, but not standardized
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30. If you’re competent…
Document structures implemented
Writing guidelines in place
Management advocates quality content
Content reuse in place, and managed
Planning and quality assurance are part of
every project, from inception to delivery
Metrics become part of your vocabulary
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31. If you’re disciplined…
Document structures enforced
Content reuse goes beyond writing group
Technology is leveraged to support ongoing
developments with content
Management is fully supportive of the group
and aware of the value they provide
The group works together cohesively
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32. If you’re fully aligned…
Content is fully aligned with the business needs
and users’ requirements
Content strategy is documented and revisited
iteratively
Content is valued throughout the company
Content reflects positively on all aspects of the
business
Members of the writing team are active
advocates of quality
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33. How do you know you’re
successful?
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34. There is no foolproof way
to measure content
effectiveness
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35. Here are some tips
Don’t worry about exact numbers
Know what you want to measure
Identify the content’s function
Describe the content’s characteristics
Assign values to content functions &
characteristics
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36. Then, you’re set to measure
Measure in different ways
Establish a baseline
Measure regularly
Watch your budget
Get your peers to help you
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38. From plan to process
Being successful requires processes to
support your strategy
Content creation
Review and approval
Translation/localization
Delivery/publishing
Maintenance/retirement
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39. Tactics for planning a strategy
Understand that your content has value
Assess your content
Do everything in your power to maximize its
value
Understand that no matter how hard you try,
your content may fall short
Understand that a project is never just a
project
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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.
Editor's Notes 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