#meetcontentContent Strategy asChange Managementin Higher EducationAugust 21, 2012Rick Allen        Georgy Cohen@epublishm...
#meetcontent           [Photo for: “Who likes change?”]http://www.flickr.com/photos/diggersf/2227208044/2
#meetcontent    What we’re talking about    •   The (changing) landscape in higher ed    •   How content strategy supports...
#meetcontent                                                  http://www.dilbert.com/strips/comic/2011-10-30/  The (changi...
5
“                                     #meetcontent     Publishing online requires a known     set of skills... It also tak...
http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/jwalsh_/2465420760/
#meetcontent    The landscape in higher ed    •   Slow to change8
9 http://www.carinsurancequotetips.us/home/2003-dodge-viper-srt-10-winding-road-1024x768
10   http://eyeform.co.uk/eyes-2/iceberg-ahead
#meetcontent     The landscape in higher ed     •   Slow to change      •   Politics     •   Channel-driven      •   CMS s...
VP           Marcom                                                    SocialPR   Web       Magazine                      ...
#meetcontent     The landscape in higher ed     •   Slow to change             •   Politics     •   Channel-driven        ...
Do you educateand inform orconfuse and mislead?
15   http://eyeform.co.uk/eyes-2/iceberg-ahead
#meetcontent     The landscape in higher ed     •   Slow to change             •   Politics     •   Channel-driven        ...
“                                                     #meetcontent     From an organizational     perspective, such behavi...
#meetcontent     The landscape in higher ed     •   Slow to change             •   Politics     •   Channel-driven        ...
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.dilbert.com/strips/comic/2011-10-30/
Internal politics ruinthe user experience.
#meetcontent     The landscape in higher ed     •   Slow to change             •   Politics     •   Channel-driven        ...
http://www.dilbert.com/strips/comic/2011-10-30/ Source: Higher Ed CMS Usage Survey, 2011 (.eduGuru)http://doteduguru.com/i...
http://www.dilbert.com/strips/comic/2011-10-30/
#meetcontent     The landscape in higher ed     •   Slow to change             •   Politics     •   Channel-driven        ...
http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/highwaysagency/6032691030/
Publishing is aprocess, not a project.
#meetcontent     The landscape in higher ed     •   Slow to change             •   Politics     •   Channel-driven        ...
#meetcontentSource: Going the Distance: Online Education in theUnited States, 2011 (Babson Survey Research Group          ...
The role of content strategy in higher ed30
31
Strategies for successhttp://www.flickr.com/photos/97699489@N00/4302159301/
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
Content-first                                                   http://www.dilbert.com/strips/comic/2011-10-30/http://www....
Organizationalstructures are hard,inflexible things.Communications is not.
#meetcontent36
#meetcontent     Strategies for success                     •   Governance                     •   Be the champion        ...
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
Goals                                                        http://www.dilbert.com/strips/comic/2011-10-30/http://www.fli...
#meetcontent     Communication goals     •   What questions are you trying to answer with the         content you create? ...
41
Put communication     goals in context.     Make them meaningful.42
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
“                                                      #meetcontent     Underneath it all, a master content     strategist...
“                                                      #meetcontent     Underneath it all, a master content     strategist...
“   Underneath it all, a master content     strategist must be an advocate and a     diplomat. We must advocate on behalf ...
“                                                                                          #meetcontent                   ...
Successful contentbalances organizationalgoals and user needs.
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
Collaboration                                                    http://www.dilbert.com/strips/comic/2011-10-30/http://www...
#meetcontent    Collaboration         vs.shared responsibilities
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/james_lumb/3922753466/
http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/topsteph53/6005687156/
“                                                      #meetcontent     The reality of every business changes     all the ...
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.dilbert.com/strips/comic/2011-10-30/
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
Governance             http://www.dilbert.com/strips/comic/2011-10-30/
#meetcontent     Governance     •   Have our website objectives changed?     •   Have our users’ needs changed?     •   Ha...
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
“                                              #meetcontent     The only way out is to stop waiting for     permission, an...
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/3059349393/3418857871/
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
Measurement66                 http://nutrition.about.com/od/diets/tp/bodymeasurments.htm
“                              #meetcontent The analysis of qualitative and quantitative data from your website and the co...
#meetcontent     Web Analysis:     A Continuous Process68
#meetcontent     Strategies for success     •   Content-first        •   Governance     •   Goals                •   Be th...
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.dilbert.com/strips/comic/2011-10-30/
#meetcontent73
#meetcontent74
Active Learning                                                               http://www.dilbert.com/strips/comic/2011-10-...
#meetcontent                                                     http://www.dilbert.com/strips/comic/2011-10-30/  Closing ...
People are not averseto quality content orhappy users. They’reresistant to change.
“                                                       #meetcontent     The happier people are, the better     their cont...
#meetcontentThank you!Rick Allen       Georgy Cohen@epublishmedia   @radiofreegeorgy   meetcontent.com    @meetcontent
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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.

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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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