Free falling towards a Content Strategy
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Being tasked with developing an enterprise wide content strategy can be both an exhilarating and daunting experience. The same thing could be said about jumping out of a plane! Alan J. Porter, author of The Content Pool, uses the example of his own recent skydiving experience as a model for mapping your progress through the content strategy development process. The presentation will introduce and discuss seven stages of the content strategy journey and illustrate them with practical examples
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Free falling towards a Content Strategy
- 1. FREE FALLING TOWARDS A CONTENT STRATEGY Alan J. Porter @alanjporter / @the contentpool
- 2. 27th April, 2013 Above Waco, Texas @alanjporter / @the contentpool
- 3. Stage 1: ON THE PLANE @alanjporter / @the contentpool
- 4. Stage 2: ON THE EDGE @alanjporter / @the contentpool
- 5. Stage 3: THE FALL @alanjporter / @the contentpool
- 6. Stage 4: FREE FALL @alanjporter / @the contentpool
- 7. Stage 5: THE PARACHUTE DEPLOYS @alanjporter / @the contentpool
- 8. Stage 6: THE DESCENT @alanjporter / @the contentpool
- 9. Stage 7: THE LANDING @alanjporter / @the contentpool
- 10. WOULD YOU DO IT AGAIN? @alanjporter / @the contentpool
- 11. Alan J. Porter Porter_Alan@Cat.com Alan@AlanJPorter.com @alanjporter / @thecontentpool 512-968-7362
Editor's Notes
- Being tasked with developing an enterprise wide content strategy can be both an exhilarating and daunting experience. The same thing could be said about jumping out of a plane! Alan J. Porter, author of The Content Pool, uses the example of his own recent skydiving experience as a model for mapping your progress through the content strategy development process. The presentation will introduce and discuss seven stages of the content strategy journey and illustrate them with practical examples
- Background to my own jump. – Someone listened when I opened my mouth. Background to becoming a Content Strategist – someone listened when I opened my mouth.
- 1. On the plane. You’ve been here before, but not quite in these circumstances. Intellectually you know what’s ahead of you. All is calm as you prepare for the first steps. You’ve been in the content business for a while. – You’re looking for a new challenge – this content strategy thing looks interesting. You’re confident – you can talk the language. Personal at CAT = consulting – looking at what they did – making a few suggestions here and there… They asked me along for the ride.
- 2. Sitting on the edge. Your feet are dangling in the wind. You get the first inkling that this is going to be something different. A challenge you may not feel fully prepared to take on. Perosnal – Looking across the Enterprise – realizing this is going to be a big task – there’s a lot down there.
- 3. The initial fall into space. The first few moments of thinking, “What did I take on?” “Why am I doing this?” Disorientated as a whole new series of information is being thrown at you. No sense of control. 300 products 2000 tools 1.4 M parts 55,000 webpages in 17 languages – what was I thinking?? Oh and a print driven process on old platforms – little or no reuse SCREAM!
- 4. Freefall You start to gain some sense of control. Things are still coming at you at an incredible speed. there’s a lot of extraneous noise. But you start to get a sense of where you’re headed. Even if it seems to be coming up fast. OK starting to get some sense of it Learning a lot very quickly Racing through business units, and systems knowledge Wait there’s 180 dealers and over 3M in service machines to support too??
- 5. The Parachute deploys Something happens that feels like it suddenly brings everything to a halt. In fact you feel that you’ve gone backwards instead of making progress. However it brings with it a new sense of calm. Systems replatforming first – new website – we are doing this the wrong way around But… it gives me a baseline to work from. People are suddenly caring about content they haven’t thought about for years
- 6. The Descent You are now moving at a pace, and on a path, that you can control. To start with you can examine the landscape from horizon to horizon looking at all the possibilities. As you make progress you start to focus on an end target. Identify where you need to be, and how to get there. Basic strategy in mind “Communicate with our customers globally and drive revenue through online leads.” With customer driven content that is ENGAGING, RELEVANT, ACTIONABLE, and VALUED Drive towards an standards based digital content backbone We provide Global and regional content – dealers provide local Great results – but everyday continues to bring new updates / challenges 55,000 pages updated every 24 hours – 125 product changes a week – translations and localizations – broken processes (duplication, and gaps) Still got a way to go – making adjustments as we go. For me this is the best part…
- 7. The Landing It may not always be smooth, sometimes it may be a little rough, but you have arrived where you need to be. It’s been an exhilarating journey and you learned a lot about yourself and your environment. In some ways you may never land – keep measuring and adjusting the small things but never lose sight of the overall target. Results become revenue. You change the way that the content is created, managed, and delivered in a way that benefits the enterprise. What’s the next challenge? (Don’t land like I did on my jump.)
- The retrospective – would you do it again? What worked? What didn’t?