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- 1. Parallax Communications Content first. Content Tactics: Putting Your Strategy Into Action Pamela Kostur Parallax Communications
- 2. Critiquing content I spend a lot of time looking at content I do it for work And, because I can’t help it It’s not hard to find confusing content, or content that’s just weird © Parallax Communications 2012 Content first.
- 3. © Parallax Communications 2012 Content first.
- 4. © Parallax Communications 2012 Content first.
- 5. Website Potential to reuse content PDF available on website © Parallax Communications 2012 Content first.
- 6. Oh my! What? Some of my information? Immediate access? © Parallax Communications 2012 Content first.
- 7. This is really good! © Parallax Communications 2012 Content first.
- 8. Good content doesn’t just happen. You need to plan for it. © Parallax Communications 2012 Content first.
- 9. Your plan must consider… What content? For which initiatives and projects? For whom? What do you want them to know/do? How can the content help the users, and your organization? © Parallax Communications 2012 Content first.
- 10. Document your plan Include answers to your questions Summarize audiences and objectives Outline what content goes where State exactly what you will need from whom, and when Resources Time Provide timelines for what you need and for what you’ll deliver Write it in terms everybody understands © Parallax Communications 2012 Content first.
- 11. From plan… © Parallax Communications 2012 Content first.
- 12. To product… © Parallax Communications 2012 Content first.
- 13. Writing guidelines critical Don’t forget about specifying how the content should be structured and written Writing guidelines spell out how to write a piece of content Writing guidelines help to make content usable and reusable © Parallax Communications 2012 Content first.
- 14. © Parallax Communications 2012 Content first.
- 15. Implement your plan It can be as simple as a kick-off meeting or phone call Everybody has to know what they’re responsible for, and when You need to practice persuasion © Parallax Communications 2012 Content first.
- 16. Persuasion is all about relationships © Parallax Communications 2012 Content first.
- 17. Sell your plan Create a connection Be authentic Be honest Be reciprocal Excellent book. I highly recommend it! Dickinson, Arlene. Persuasion. HarperCollins, 2011. © Parallax Communications 2012 Content first.
- 18. How will what you are proposing help your company? © Parallax Communications 2012 Content first.
- 19. Authenticity Be true to yourself Be sure of what you want, believe in it If you don’t seem sure of yourself, you’ll be hard to believe © Parallax Communications 2012 Content first.
- 20. Honesty “Listen, we really screwed up on that last project, so I think we need to make some changes…” Tell the truth to others about what you are asking Don’t promise what you can’t deliver Admit it if you don’t know something © Parallax Communications 2012 Content first.
- 21. Reciprocity What’s in it for them? If you don’t know, figure it out Be specific about how your content plan will help your organization © Parallax Communications 2012 Content first.
- 22. It’s not about you! © Parallax Communications 2012 Content first.
- 23. Content initiatives must be… Understandable and relevant to business executives Connected to business outcomes Introduction of new products and services Improved customer loyalty and satisfaction Increased gross margins Increased market share © Parallax Communications 2012 Content first.
- 24. Demonstrate how content initiatives contribute favorably to these outcomes © Parallax Communications 2012 Content first.
- 25. Timing is everything! © Parallax Communications 2012 Content first.
- 26. What’s going on in your organization? Are they downsizing? Launching new products? Going through a financial crisis? Lots to consider. Do your research. © Parallax Communications 2012 Content first.
- 27. Consider your organization’s maturity Winging it Figuring it out Competent Disciplined Fully aligned © Parallax Communications 2012 Content first.
- 28. If you’re winging it… Authoring is “on the fly” Quality of writing varies No editorial standards or peer reviews Technology selected without a content plan Very little collaboration © Parallax Communications 2012 Content first.
- 29. If you’re figuring it out… Simple content structures, but not enforced Some content reuse, but not managed Some collaboration, but not formal Some resistance to change Some quality assurance, but not standardized © Parallax Communications 2012 Content first.
- 30. If you’re competent… Document structures implemented Writing guidelines in place Management advocates quality content Content reuse in place, and managed Planning and quality assurance are part of every project, from inception to delivery Metrics become part of your vocabulary © Parallax Communications 2012 Content first.
- 31. If you’re disciplined… Document structures enforced Content reuse goes beyond writing group Technology is leveraged to support ongoing developments with content Management is fully supportive of the group and aware of the value they provide The group works together cohesively © Parallax Communications 2012 Content first.
- 32. If you’re fully aligned… Content is fully aligned with the business needs and users’ requirements Content strategy is documented and revisited iteratively Content is valued throughout the company Content reflects positively on all aspects of the business Members of the writing team are active advocates of quality © Parallax Communications 2012 Content first.
- 33. How do you know you’re successful? © Parallax Communications 2012 Content first.
- 34. There is no foolproof way to measure content effectiveness © Parallax Communications 2012 Content first.
- 35. Here are some tips Don’t worry about exact numbers Know what you want to measure Identify the content’s function Describe the content’s characteristics Assign values to content functions & characteristics © Parallax Communications 2012 Content first.
- 36. Then, you’re set to measure Measure in different ways Establish a baseline Measure regularly Watch your budget Get your peers to help you © Parallax Communications 2012 Content first.
- 37. © Parallax Communications 2012 Content first.
- 38. From plan to process Being successful requires processes to support your strategy Content creation Review and approval Translation/localization Delivery/publishing Maintenance/retirement © Parallax Communications 2012 Content first.
- 39. Tactics for planning a strategy Understand that your content has value Assess your content Do everything in your power to maximize its value Understand that no matter how hard you try, your content may fall short Understand that a project is never just a project © Parallax Communications 2012 Content first.
- 40. Tactics for moving beyond strategy Ask the right questions At the right time Pose them to the right people In the right way Connect content initiatives to business outcomes Measure your efforts Put processes in place to help you succeed © Parallax Communications 2012 Content first.
- 41. Content. Users. Strategy Context. Tactics. © Parallax Communications 2012 Content first.
- 42. Join the discussion on LinkedIn. © Parallax Communications 2012 Content first.
- 43. Pamela Kostur pkostur@parallax.ca @Pamela_Parallax 416.850.0636 parallax.ca © Parallax Communications 2012 Content first.
Editor's Notes
- Your plan must also consider the CONTENT, how it’s written…Strategy must include guidelines for making content usable.I’ve seen strategies to ensure that content gets to the right people, in the right format, delivered using the right medium…yet, still, the content is not written properly, or is open to interpretation…We need writing guidelines for everyone contributing content.
- Based on JoAnn Hackos’ really excellent work on the process maturity model.The Center for Information-Development Management, Best Practices, Volume 6, Number 4, August 2004, http://www.infomanagementcenter.com/pdfs/Hackos_IPMM_04_update.pdfDon’t attempt major changes if you are part of an organization that is winging it in terms of content creation and management
- The key elements of making your content matter