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Politics of content 1.4

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  • 1. Matthew Grocki!Grass Fed Content!@mgrocki!#DCSC13! THE POLITICS OF CONTENT !
  • 2. #DCSC13! @mgrocki!Content is political!
  • 3. #DCSC13! @mgrocki!Content is political!
  • 4. #DCSC13! @mgrocki! “One of the biggestcontributors to poor qualitycontent is internal politics”! ! Rick Allen! Meet Content!
  • 5. #DCSC13!@mgrocki!
  • 6. #DCSC13! @mgrocki!$609,000!
  • 7. #DCSC13! @mgrocki!1,101,560!
  • 8. #DCSC13!@mgrocki!
  • 9. #DCSC13!@mgrocki!
  • 10. #DCSC13!@mgrocki!
  • 11. #DCSC13! @mgrocki!Misappropriation ofmoney!!Redundant spending!!Bloated budgets!!Poor choices by keydecision makers!!Lack of accountability!
  • 12. #DCSC13! @mgrocki! The Politics of Content!•  By the time we recognize we’re in a political struggle with content it’s often too late.!•  Content is more than political. Deconstructing the processes that drive such heavily charged information can minimalize politics getting in the way of achieving your content goals.! !•  The politics of content = $$$. The more politics, the more expensive your content objectives. !
  • 13. #DCSC13! @mgrocki!Navigating the Politics of Content!
  • 14. #DCSC13! @mgrocki!Navigating the Politics of Content!•  Explore the warning signs!•  Show the politics of content in action!•  Show ways to mitigate politics derailing your content objectives!
  • 15. #DCSC13! @mgrocki!Warning Signs!
  • 16. #DCSC13! @mgrocki! Warning Signs!•  Your content initiatives are crossing multiple lines of business!
  • 17. #DCSC13! @mgrocki! Warning Signs!•  Your content initiatives are crossing multiple lines of business!•  Large organization (institution, non-profit)!
  • 18. #DCSC13! @mgrocki! Warning Signs!•  Your content initiatives are crossing multiple lines of business!•  Large organization (institution, non-profit)!•  Buy-in not high enough up the food chain!
  • 19. #DCSC13! @mgrocki! Warning Signs!•  Your content initiatives are crossing multiple lines of business!•  Large organization (institution, non-profit)!•  Buy-in not high enough up the food chain!•  Assumed cost of business!
  • 20. #DCSC13! @mgrocki!Multiple linesof business!
  • 21. #DCSC13! @mgrocki!Size of yourorganization!
  • 22. #DCSC13! @mgrocki!Your clout isburied!
  • 23. #DCSC13! @mgrocki!Ecosystem ofinefficiency!
  • 24. #DCSC13! @mgrocki!Cost of doingbusiness!
  • 25. #DCSC13! @mgrocki!Cost of doingbusiness!
  • 26. #DCSC13! @mgrocki!10 years ago a publically traded company wasmaking over 50 million in annual revenue creatingsoftware and services for the banking industry. Muchlike many successful growing companies, theyacquired companies to improve their organization. !
  • 27. #DCSC13! @mgrocki!My job was to work with the content that camealong with those acquisitions. I wasn’t so muchwriting content and managing writers, as I wasdealing with a content windfall. !
  • 28. #DCSC13!@mgrocki!
  • 29. #DCSC13! @mgrocki! ?!Keep! Update!Rebrand! Retire!
  • 30. #DCSC13!@mgrocki!
  • 31. #DCSC13! @mgrocki!Multiple offices!!Integrated products!!Separate marketingobjectives!!Localization concerns!!Numerous contentproducers!
  • 32. #DCSC13! @mgrocki!Marketing – was content aligned with global brand?!!Sales - how will these products be sold in the future?!!Development – how will products or service be built?! !Legal – does the product do what previously claimed?! !Support – are we still supporting current features?!!Research – evolution into current businessecosystem? ! !
  • 33. #DCSC13! @mgrocki!•  Brokering conversations!•  Deal making between teams!•  Lobbying for tools!•  Drafting regulations!!!
  • 34. #DCSC13! @mgrocki!•  Brokering conversations!•  Deal making between teams!•  Lobbying for tools!•  Drafting regulations!!!
  • 35. #DCSC13! @mgrocki!•  Brokering conversations!•  Deal making between teams!•  Lobbying for tools!•  Drafting regulations!!!!
  • 36. #DCSC13! @mgrocki!What does thismean for you? !
  • 37. #DCSC13!@mgrocki!
  • 38. #DCSC13!@mgrocki!
  • 39. #DCSC13!@mgrocki!
  • 40. #DCSC13!@mgrocki!
  • 41. #DCSC13! @mgrocki!Your Product Description! Cocktail napkin! ! ! White board! ! ! Requirements document! ! ! Web site!
  • 42. #DCSC13! @mgrocki! Your Product Description!CEO needs a presentation! Sales training!United lounge! Product development!
  • 43. #DCSC13! @mgrocki! Your Product Description!CEO needs a presentation!Training materials! Sales training!United lounge! Product development!
  • 44. #DCSC13! @mgrocki! Your Product Description!CEO needs a presentation!Training materials! Sales training!United lounge! Different United lounge! ! Product development!
  • 45. #DCSC13! @mgrocki! Your Product Description!CEO needs a presentation! ! !Training materials! Sales training!United lounge! Different United lounge! ! Bar! Product development!
  • 46. #DCSC13! @mgrocki!Your Product Description! Marketing! ! •  Brochures ! •  Web Copy! •  Data Sheets! •  Micro sites! •  Sales sheets! •  White papers! •  Video content! !
  • 47. #DCSC13! @mgrocki!Your Product Description! Marketing! ! •  Brochures ! •  Web Copy! •  Data Sheets! •  Micro sites! •  Sales sheets! •  White papers! •  Video content! !
  • 48. #DCSC13! @mgrocki! Your Product Description!•  Product is about to go to market! Marketing! !•  Development can’t get a feature to work! •  Brochures !•  Sales never hearsCopy! •  Web of this! •  Data Sheets!•  Marketing •  Micro sites! and training aren’t communicating! •  Sales sheets!•  Feature is •  White papers! dropped, but legal doesn’t review! •  Video content! !
  • 49. #DCSC13!@mgrocki!
  • 50. #DCSC13! @mgrocki! Your Product Description! •  Product is about to go to market!•  Marketing! Over 20 different versions of your product’s story! ! •  Development can’t get a feature to work!•  Product has been live for 3! hours! •  Brochures •  Sales never hearsCopy! •  Web of this!•  •  Data Sheets! Your website isn’t optimized for SEO! •  Marketing •  Micro sites! communicating! and training are•  •  Sales sheets! The phone starts to ring…!! •  Feature is •  White papers! dropped, but legal doesn’t review! •  Video content! !
  • 51. #DCSC13! @mgrocki! Your Product Description! •  Product is about to go to market! Marketing! •  Over 20 different versions of your product’s story! “What does yourcan’t get ado and how can it •  Development product feature to work! ! •  Product has been help me?”! •  Brochures3! hours! live for! •  Sales never hearsCopy! •  Web of this! •  Data Sheets! •  Your website isn’t optimized for SEO! •  Marketing •  Micro sites! communicating! and training are •  Sales sheets! •  The phone starts to ring…! ! •  Feature is •  White papers! dropped, but legal doesn’t review! •  Video content! !
  • 52. #DCSC13! @mgrocki! Your Product Description! •  Product is about to go to market! Without even realizing it, your Marketing! •  Over 20 different versions of thousands – if company has just spent your product’s story! “Whattens of thousandsfeature to work! •  Development your product do and not does can’t get a of dollars – ! has been live for 3! hours! Brochures •  Producthow•  can it help me?”!! • creating duplicate content they will Sales never hearsCopy! •  Web of this! •  Yourspend over tens of thousands of •  Data Sheets! website isn’t optimized for SEO! •  Marketing •  Micro sites! communicating! dollars to clean up. ! and training are •  Sales sheets! •  The phone starts to ring…! ! •  Feature is •  White papers! dropped, but legal doesn’t review! •  Video content! !
  • 53. #DCSC13!@mgrocki!
  • 54. #DCSC13! @mgrocki! How did we get here?!•  Content can be a very expensive version of telephone!•  Lack of content strategy creates a preponderance of duplicity!•  LOBs constantly battle for funding, profit margins, and resources!•  We have created a landscape of cultural internal corporate competition, each vying for executive acceptance and MONEY !
  • 55. #DCSC13! @mgrocki! Mitigate the risks of politics!•  Build politics into the cost of your project!•  Ask the tough questions early in the project!•  Align contentious groups for the sake of the project!!
  • 56. #DCSC13!@mgrocki!
  • 57. #DCSC13! @mgrocki!Thank You! @mgrocki!
  • 58. #DCSC13! @mgrocki! Attributions!http://thejesusvirus.org/wp-content/uploads/2012/05/coffeedonuts.png!http://arnoud.vandelaak.eu/wp-content/uploads/2007/07/peacefully-asleep.jpg!http://www.games-workshop.com/MEDIA_CustomProductCatalog/m490314_60040199011_Warhammer40kRulebookOpen_873x627.jpg!http://elections.nytimes.com/2012/campaign-finance!http://www.nathanmagnuson.com/the-value-of-asking-why/!http://images.fineartamerica.com/images-medium-large/old-silos-david-paul-murray.jpg!http://smartpei.typepad.com/robert_patersons_weblog/images/2008/02/02/commerce02.jpe!http://www.ci.carbondale.il.us/userfiles/organizationalChart.jpg!http://blog.skillter.com/wp-content/uploads/2010/07/iStock_000004145220XSmall2.jpg!http://firstamericanvaluation.com/images/2col_lg_industrial_building.jpg!http://www.awidernet.com/wp-content/uploads/2007/01/dsc02638b.JPG!http://www.thewb.com/media/b052f6d65a/batman_black_and_white_pc.jpg!http://images.businessweek.com/ss/09/06/0601_indias_world_class_companies/image/001_intro.jpg!http://images.fineartamerica.com/images-medium-large/old-silos-david-paul-murray.jpg!http://images.fineartamerica.com/images-medium-large/old-silos-david-paul-murray.jpg!http://upload.wikimedia.org/wikipedia/commons/f/f3/Uncle_Sam_(pointing_finger).jpg!http://www.openoffice.org/product/index.htm!http://www.kaybelsolutions.com/en/wp-content/uploads/2012/11/legal.jpg!http://baddice.co.uk/wp-content/uploads/2013/01/Bad-Dice-Live.png!!