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Selling content strategy

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How do you convince people they need content strategy? Karen has been persuading organizations they need it since 1998. In this session, she'll discuss different approaches for talking about content strategy with people who have never heard of it and don't know why they should care. You'll leave with techniques you can use to evangelize the importance of content in your company or agency.

Published in: Technology, Business

Selling content strategy

  1. Karen McGrane@karenmcgrane 1
  2. Concept ruthlessly stolen from Heather Champ @hchampVia Flickr User swirlspice under a Creative Commons License 2
  3. SELLING CONTENT STRATEGY 4
  4. EVANGELIZINGSELLING CONTENT STRATEGY 5
  5. EVANGELIZINGSELLING CONTENT STRATEGYPROMOTING 6
  6. EVANGELIZINGSELLING CONTENT STRATEGYPROMOTINGCHAMPIONING 7
  7. WAYS I F*CKED UP BY NOTTALKING ABOUT CONTENTSTRATEGY A LOT EARLIER 8
  8. 1998 9
  9. Information Designer/ Writer 10
  10. Information Designer/ WriterInformation ContentArchitecture Strategy 10
  11. 11
  12. 2004 13
  13. User Experience User Information ContentDirectors Research Architecture Strategy 14
  14. User Experience User Information ContentDirectors Research Architecture Strategy 14
  15. SELLING CONTENT STRATEGY 15
  16. DESIGN MANAGEMENT 16
  17. 17
  18. WHAT THE HELL ARE WEGOING TO DO? 18
  19. WHAT THE HELL ARE WE GOING TO DO?YOU’RE NOT SELLING CONTENTSTRATEGY.YOU’RE A PROBLEM SOLVER. 19
  20. WHAT THE HELL ARE WE GOING TO DO?YOU SPEAK THE LANGUAGE OFALL THE SEATS AT THE TABLE. 20
  21. “THE BUSINESS”UX CREATIVE TECH MKTG 21
  22. WHAT THE HELL ARE WE GOING TO DO?LIKE A SPAWNING SALMON,YOU PROPEL YOURSELFFURTHER UPSTREAM. 22
  23. 23
  24. THEN WE DO SOME STUFF 24
  25. THEN WE DO SOME STUFFYOU’RE CHANGING WORKHABITS. 25
  26. THEN WE DO SOME STUFFYOU’RE SELLING A PROCESS. 26
  27. THEN WE DO SOME STUFFYOU’RE SCOPING THE WORK. 27
  28. 28
  29. IF WE DO IT RIGHT, MONEY POPSOUT THE OTHER SIDE 29
  30. IF WE DO IT RIGHT, MONEY POPS OUT THE OTHER SIDEYOUR GOAL IS TO CREATEBUSINESS VALUE. 30
  31. IF WE DO IT RIGHT, MONEY POPS OUT THE OTHER SIDEBUSINESSES WANT TO MAKEMONEY. PERIOD. 31
  32. IF WE DO IT RIGHT, MONEY POPS OUT THE OTHER SIDEYOU’RE TALKING ABOUT ROI.(WHATEVER THAT MEANS.) 32
  33. TOOLS YOU CAN USE:_THE HARD SELL (LOGIC)_THE SOFT SELL (EMOTION) 33
  34. THE HARD SELLCOST ANALYSIS 34
  35. THE HARD SELLUSABILITY TESTING 35
  36. THE HARD SELLANALYTICS OR KPIs 36
  37. TOOLS YOU CAN USE:_THE HARD SELL (LOGIC)_THE SOFT SELL (EMOTION) 37
  38. THE SOFT SELLLUNCHTIME SESSIONS 39
  39. THE SOFT SELLMANAGE UP 40
  40. THE SOFT SELLBUILD A PUBLIC PROFILE 41
  41. CONTENT STRATEGY ISCHANGE MANAGEMENT 42
  42. Your contentproblem is hereYour contentperson is here 43
  43. 44
  44. competence likability Harvard Business School 45
  45. Dreamy Rockstarcompetence likability Harvard Business School 45
  46. Dreamy Rockstarcompetence Incompetent Jerk likability Harvard Business School 45
  47. Dreamy Competent Rockstar Jerkcompetence Incompetent Jerk likability Harvard Business School 45
  48. Dreamy Competent Rockstar Jerkcompetence Incompetent Lovable Fool Jerk likability Harvard Business School 45
  49. EVANGELIZING IT 46
  50. SELLING IT 47
  51. PROMOTING IT 48
  52. CHAMPIONING IT 49
  53. SPECIAL THANKS TO:Alex Faundez Ian AlexanderArienne Holland James CallanChris Hester Margaret BlackChris Moritz Rachel TorresClare O’Brien Rahel BailieDavid Farbey Soeren Kragh LindboHeather Wilson 50
  54. THANK YOU.@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149

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