By Marie Girard There was a time when planning and managing enterprise content was "just" complicated. We had a lot of content, and it had to be structured, stored, and governed. And then, things got chaotic. Content became available through social media and mobile apps. Everything turned versatile. We were not the sole producers of technical content: users, experts, anybody could publish articles or videos. And, we soon faced an unpredictable tidal wave of content. If we want to surf that wave, we must rethink content strategy. We now need to think of content as a complex system, where the whole is greater than the sum of the parts. At IBM, we have tested a new approach to content strategy, based on the principles of agile and design thinking. In this presentation, you will learn: --How to govern the content creation process across silos and leverage existing resources. --How to audit versatile content and detect opportunities quickly. --How to plan for the long]term and maintain focus in an uncertain business context.

1. Surfing the content chaos
Marie Girard, IBM

2. Volume
Veracity
Variety
Velocity

4. You can’t stop the waves,
but you can learn to surf.
Jon Kabat Zinn

5. 89%Influence on
purchase decision
Support call resolution
87%

6. Content maturity model
Reactive
Tactical
Integrated
Managed
Strategic

7. Design Thinking + Agile
Empathy
Prototyping
Collaboration
Creativity
Individuals and interactions
Working product
Customer collaboration
Responding to change
over processes and tools
over comprehensive doc
over contract negociation
over following a plan

8. Let’s practice

9. Surf the content chaos
Keep experimenting
Foster interactions
Focus on user impact

10. Foster interactions

11. Marketing
People People People
People
Step Step Step
Development
People People People
People
Step Step Step
Support
People People People
People
Step Step Step
Content Content Content
Content silos

12. Content
Marketing
People People People
People
Step Step Step
Product
Content
People People People
People
Step Step Step
Support
Content
People People People
People
Step Step Step
Content
Content Coordinator
The solution?

13. Marketing
People People People
People
Step Step Step
Development
People People People
People
Step Step Step
Support
People People People
People
Step Step Step
Content Content Content
Content
Content
The reality is more complex

14. Bring stakeholders together

15. Keep experimenting

16. Map pain points and opportunities
Leverage existing content
Build visual consistency
Engage customers
Keep content relevant

17. Select bitesize projects
Build visual consistency
Develop a shared icon library

18. Focus on user impact

19. Map content missions

20. Surf the content chaos
Keep experimenting
Foster interactions
Focus on user impact

21. Find the sweet spot
Control
Best
Practices
Complexity
Chaos
Close to
certainty
Far from
certainty
Far from
agreement
Close to
agreement

22. You are not a drop in the ocean,
you are the entire ocean in a drop.
Rumi

23. Marie Girard
Content strategist, IBM
http://about.me/magichopi