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MANAGING
THE POLITICS
OF CONTENT
Hilary	
  Marsh,	
  Content	
  Company 	
   	
   	
  www.hilarymarsh.com
	
  	
  
Copyrig...
THE CHALLENGE
• Findability
• Voice
• Ownership
• Policies
• Practices
THE CHALLENGE
•  Language/jargon
•  Lack of prioritized promotion
•  Content hoarding
•  Bad editorial processes
•  New content missing
...
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
WHAT POLITICS LOOK LIKE ONLINE
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
WHAT POLITICS LOOK LIKE ONLINE
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
WHAT POLITICS LOOK LIKE ONLINE
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
WHAT POLITICS LOOK LIKE ONLINE
“We have a carousel on our website
because politics.”
–	
  Dave	
  Olsen,	
  www.dmolsen.com/	
  
	
  	
  	
  Confab	
  Hi...
WHAT IS CONTENT STRATEGY?
•  A strategic statement tying content to business and
user needs
•  Who, what, when, where, why...
FOR MORE THAN JUST THE WEB
•  EMAIL MARKETING
•  PRINT
•  CALL CENTER SCRIPTS
•  INTRANET
•  SOCIAL MEDIA
•  ADVERTISING/M...
CONTENT IS….
EVENT
PRODUCT
CLASS
PROGRAM
RESEARCH
CONTENT STRATEGY IS…
EVENT STRATEGY
PRODUCT STRATEGY
CLASS STRATEGY
PROGRAM STRATEGY
RESEARCH STRATEGY
CONTENT
IS
POLITICAL
CONTENT IS….
EVENT
PRODUCT
CLASS
PROGRAM
RESEARCH
MY EVENT
MY PRODUCT
MY CLASS
MY PROGRAM
MY RESEARCH
CONTENT IS….
18	
  
“Every pixel has an owner.”
–	
  Paul	
  Ford,	
  former	
  web	
  editor	
  at	
  	
  
	
  	
  	
  Harper’s	
  magazine	
...
“It is difficult to get a man
to understand something,
when his salary depends upon
his not understanding it.”
–	
  Upton	...
21	
  
h<p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/	
  
Department	
  
Message	
  
Audience	
  
Department	
  
Message	
  
Audience	
  
Department	
  
Message	
  
Audience	
  
De...
 
OrganizaVon:	
  Programs,	
  offerings	
  
Audience	
  
Messages	
  
Audience	
   Audience	
   Audience	
  
NEW THINKING
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
CONTENT STRATEGY
IS
CHANGE MANAGEMENT
POLICIES AND GUIDELINES
+
AUDIENCE UNDERSTANDING
+
BUSINESS KNOWLEDGE
=
26	
  
YOUR VISION
WORKING
TOGETHER FOR
CUSTOMER
SATISFACTION
DATA IS YOUR FRIEND
30	
  
–	
  Mike	
  Powers,	
  Director	
  of	
  Electronic	
  	
  
CommunicaVons,	
  Indiana	
  University	
  of	
  Penns...
ANALYZE
ELIMINATE CONTENT “ROT”
•  Redundant
•  Outdated
•  Trivial
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
SHARED FOCUS ON THE
AUDIENCE
h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
SHARED
UNDERSTANDING OF
THE AUDIENCE
35	
  h<p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audien...
EMPATHY-BASED PERSONAS
36	
  
Anthony	
   Susan	
   Allen	
   Maggie	
  
Are you too
self-centered?
•  Useful
•  Relevant
•  Timely
•  Org-focused
•  Narrow interest
•  Not actionable
CONTENT
STRATEGIST AS
ORCHESTRA
CONDUCTOR
“Customers don’t care about you, your
products, or your services. They care
about themselves – their wants and
needs.”
–	
...
GET YOUR GOVERNANCE
IN ORDER
43	
  
44	
  h<p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two	
  
http://www.ssireview.org/blo...
WHERE MOST ORGS START
45	
  
WHAT OFTEN SEEMS MOST LOGICAL
46	
  
WHAT SOME ORGS ARE TRYING
47	
  
WHERE MOST ORGS LAND
48	
  
THE WEB DRIVES
ORGANIZATIONAL CHANGE
•  Communication
•  Collaboration
•  Awareness of the audience
•  Common brand
50	
  
51	

CHANGE MANAGEMENT
ISSUES
•  Culture shift from "knowledge is power" to "sharing
knowledge is power”
•  Need to establ...
PLAN
53	
  
START AND LEARN
TRY, TRY, TRY, TRY
54	
  
h<ps://www.flickr.com/photos/telachhe/3342173731/	
  	
  
SELL YOUR VISION
SELL YOUR VISION
YOUR AGENDA
1.  Show what’s broken and why
2.  Show solutions and potential, and what it will take to
get there
3.  Talk a...
RESPECT THE DEPTH
BE PATIENT
59	
  
h<p://bit.ly/1jntVcJ	
  
SHOW THEM HOW
h<p://ashram.yogasatsang.org/yoga-­‐classes	
  
SHOW THEM HOW
•  MEET REGULARLY – IN PERSON, VIDEO CONFERENCE
•  CREATE TUTORIALS
•  REPORT ON SUCCESSES
•  INCLUDE A LESS...
FOSTER COLLABORATION
FOSTER COLLABORATION
•  FORM A CROSS-DEPARTMENTAL EDITORIAL BOARD TO
REVIEW MAJOR REQUESTS TOGETHER
•  MOST IMPACTFUL STOR...
MOTIVATE AND RECOGNIZE
MOTIVATE AND RECOGNIZE
•  INTRANET
•  AT YOUR REGULAR DIGITAL GROUP MEETINGS
•  IN YOUR REPORT TO MANAGEMENT
•  INCORPORAT...
REDEFINE SUCCESS
I	
  put	
  the	
  informaVon	
  up	
  
online	
  –now	
  I	
  also	
  need	
  
to	
  know	
  how	
  many...
EDUCATE AND REMIND
Employ “strategic nagging:”
patient but persistent repetition of a
message
67	
  
–Carrie	
  Hane	
  De...
EDUCATE AND REMIND
68	
  
OPERATIONALIZE AND
SOCIALIZE
69	
  
OFFER OPTIONS FOR CREATIVITY
70	
  h<p://oxendo.com/	
  
BE THERE FOR YOUR
COLLEAGUES
71	
  
BUILD YOUR ARMY
73	
  
EVENTUALLY….
Look,	
  if	
  it	
  were	
  up	
  to	
  
me,	
  I	
  would	
  leave	
  that	
  
content	
  on	
  the	...
SOLID RATIONALES AND
ALTERNATIVES
74	
  
REPORT ON PROGRESS
75	
  h<p://www.enterprisenews.com/arVcle/20140614/SPORTS/140617308	
  
WORKING
TOGETHER FOR
CUSTOMER
SATISFACTION
ABOUT ME
Content	
  strategy	
  doer,	
  manager,	
  mentor,	
  
teacher	
  since	
  1999	
  	
  
	
  
…otherwise,	
  I’m	...
SELECT CLIENTS
THANK YOU
Hilary Marsh
hilary@hilarymarsh.com
@hilarymarsh
www.slideshare.net/hilarymarsh
Managing the Politics of Content with Hilary Marsh
Managing the Politics of Content with Hilary Marsh
Managing the Politics of Content with Hilary Marsh
Managing the Politics of Content with Hilary Marsh
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Managing the Politics of Content with Hilary Marsh

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What does content strategy mean in an organization where “silo” is a matter-of-fact term and not a criticism? How do you introduce new ways of creating content when the organization’s unspoken motto is “that’s the way we’ve always done it”? How do you create consistency and collaboration when divisions have their own budgets, programs, and sometimes even brands? How do you engender trust and promote information-sharing when content creators don’t know one another? And finally, if division strategies include “create X amount of online toolkits,” how do you build the case that creating less content can be better?

These organizational challenges exist in many content-rich organizations and can be equally true for social media channels, intranets, e-newsletters, and websites. Results include large amounts of content that isn’t always of the same quality, audiences that can’t find the information they are looking for, contradictory or outdated information remaining online – and, most important, business goals that are not met.

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Published in: Technology
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Managing the Politics of Content with Hilary Marsh

  1. 1. MANAGING THE POLITICS OF CONTENT Hilary  Marsh,  Content  Company      www.hilarymarsh.com     Copyright  ©  2014  Hilary  Marsh  
  2. 2. THE CHALLENGE
  3. 3. • Findability • Voice • Ownership • Policies • Practices THE CHALLENGE
  4. 4. •  Language/jargon •  Lack of prioritized promotion •  Content hoarding •  Bad editorial processes •  New content missing •  Different content on different channels THE CHALLENGE
  5. 5. h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   WHAT POLITICS LOOK LIKE ONLINE
  6. 6. h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   WHAT POLITICS LOOK LIKE ONLINE
  7. 7. h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   WHAT POLITICS LOOK LIKE ONLINE
  8. 8. h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   WHAT POLITICS LOOK LIKE ONLINE
  9. 9. “We have a carousel on our website because politics.” –  Dave  Olsen,  www.dmolsen.com/        Confab  Higher  Ed  2014  
  10. 10. WHAT IS CONTENT STRATEGY? •  A strategic statement tying content to business and user needs •  Who, what, when, where, why, how of publishing and managing content •  The people, processes, and power to execute that statement
  11. 11. FOR MORE THAN JUST THE WEB •  EMAIL MARKETING •  PRINT •  CALL CENTER SCRIPTS •  INTRANET •  SOCIAL MEDIA •  ADVERTISING/MARKETING •  MOBILE APPS DIFFERENT TEAMS, CULTURES, REPORTING STRUCTURES
  12. 12. CONTENT IS…. EVENT PRODUCT CLASS PROGRAM RESEARCH
  13. 13. CONTENT STRATEGY IS… EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY
  14. 14. CONTENT IS POLITICAL
  15. 15. CONTENT IS…. EVENT PRODUCT CLASS PROGRAM RESEARCH
  16. 16. MY EVENT MY PRODUCT MY CLASS MY PROGRAM MY RESEARCH CONTENT IS….
  17. 17. 18  
  18. 18. “Every pixel has an owner.” –  Paul  Ford,  former  web  editor  at          Harper’s  magazine        Confab  2013  
  19. 19. “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” –  Upton  Sinclair  
  20. 20. 21   h<p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/  
  21. 21. Department   Message   Audience   Department   Message   Audience   Department   Message   Audience   Department   Message   Audience   OLD THINKING
  22. 22.   OrganizaVon:  Programs,  offerings   Audience   Messages   Audience   Audience   Audience   NEW THINKING
  23. 23. h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   CONTENT STRATEGY IS CHANGE MANAGEMENT
  24. 24. POLICIES AND GUIDELINES + AUDIENCE UNDERSTANDING + BUSINESS KNOWLEDGE =
  25. 25. 26   YOUR VISION
  26. 26. WORKING TOGETHER FOR CUSTOMER SATISFACTION
  27. 27. DATA IS YOUR FRIEND
  28. 28. 30   –  Mike  Powers,  Director  of  Electronic     CommunicaVons,  Indiana  University  of  Pennsylvania   Confab  2014   “Pageviews aren’t the goal. Your goal goal is the goal.”
  29. 29. ANALYZE
  30. 30. ELIMINATE CONTENT “ROT” •  Redundant •  Outdated •  Trivial
  31. 31. h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   SHARED FOCUS ON THE AUDIENCE
  32. 32. h<p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   SHARED UNDERSTANDING OF THE AUDIENCE
  33. 33. 35  h<p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen  
  34. 34. EMPATHY-BASED PERSONAS 36   Anthony   Susan   Allen   Maggie  
  35. 35. Are you too self-centered?
  36. 36. •  Useful •  Relevant •  Timely
  37. 37. •  Org-focused •  Narrow interest •  Not actionable
  38. 38. CONTENT STRATEGIST AS ORCHESTRA CONDUCTOR
  39. 39. “Customers don’t care about you, your products, or your services. They care about themselves – their wants and needs.” –  Joe  Pulizzi,  Content  MarkeVng  InsVtute  
  40. 40. GET YOUR GOVERNANCE IN ORDER 43  
  41. 41. 44  h<p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two   http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
  42. 42. WHERE MOST ORGS START 45  
  43. 43. WHAT OFTEN SEEMS MOST LOGICAL 46  
  44. 44. WHAT SOME ORGS ARE TRYING 47  
  45. 45. WHERE MOST ORGS LAND 48  
  46. 46. THE WEB DRIVES ORGANIZATIONAL CHANGE •  Communication •  Collaboration •  Awareness of the audience •  Common brand 50  
  47. 47. 51 CHANGE MANAGEMENT ISSUES •  Culture shift from "knowledge is power" to "sharing knowledge is power” •  Need to establish trust....in some cases, for the first time •  Subject matter experts are not writers — can't just institute decentralized publishing overnight.
  48. 48. PLAN
  49. 49. 53   START AND LEARN
  50. 50. TRY, TRY, TRY, TRY 54   h<ps://www.flickr.com/photos/telachhe/3342173731/    
  51. 51. SELL YOUR VISION
  52. 52. SELL YOUR VISION
  53. 53. YOUR AGENDA 1.  Show what’s broken and why 2.  Show solutions and potential, and what it will take to get there 3.  Talk about the pilot efforts and the lessons learned 4.  Anticipate roadblocks – raise “what if” scenarios, talk them through in advance 5.  Determine follow-up frequency 57  
  54. 54. RESPECT THE DEPTH
  55. 55. BE PATIENT 59   h<p://bit.ly/1jntVcJ  
  56. 56. SHOW THEM HOW h<p://ashram.yogasatsang.org/yoga-­‐classes  
  57. 57. SHOW THEM HOW •  MEET REGULARLY – IN PERSON, VIDEO CONFERENCE •  CREATE TUTORIALS •  REPORT ON SUCCESSES •  INCLUDE A LESSON •  RE-INTRODUCE THE PERSONAS AND THE VISION •  REMIND THEM ABOUT THE BUY-IN – IT’S NOT OPTIONAL h<p://ashram.yogasatsang.org/yoga-­‐classes  
  58. 58. FOSTER COLLABORATION
  59. 59. FOSTER COLLABORATION •  FORM A CROSS-DEPARTMENTAL EDITORIAL BOARD TO REVIEW MAJOR REQUESTS TOGETHER •  MOST IMPACTFUL STORIES REQUIRE INFORMATION FROM MULTIPLE SOURCES •  FACILITATE THE COLLABORATIONS •  SHOW THEM HOW, THEN GRADUALLY PASS ON OWNERSHIP
  60. 60. MOTIVATE AND RECOGNIZE
  61. 61. MOTIVATE AND RECOGNIZE •  INTRANET •  AT YOUR REGULAR DIGITAL GROUP MEETINGS •  IN YOUR REPORT TO MANAGEMENT •  INCORPORATE INTO THEIR JOB DESCRIPTION
  62. 62. REDEFINE SUCCESS I  put  the  informaVon  up   online  –now  I  also  need   to  know  how  many   people  have  used  it???  
  63. 63. EDUCATE AND REMIND Employ “strategic nagging:” patient but persistent repetition of a message 67   –Carrie  Hane  Dennison,  @carriehd  
  64. 64. EDUCATE AND REMIND 68  
  65. 65. OPERATIONALIZE AND SOCIALIZE 69  
  66. 66. OFFER OPTIONS FOR CREATIVITY 70  h<p://oxendo.com/  
  67. 67. BE THERE FOR YOUR COLLEAGUES 71  
  68. 68. BUILD YOUR ARMY
  69. 69. 73   EVENTUALLY…. Look,  if  it  were  up  to   me,  I  would  leave  that   content  on  the  site,  but   the  decision  is  out  of   my  hands   h<p://www.sfgate.com/performance/arVcle/Review-­‐Gold-­‐examines-­‐Jewish-­‐mother-­‐stereotype-­‐3291210.php  
  70. 70. SOLID RATIONALES AND ALTERNATIVES 74  
  71. 71. REPORT ON PROGRESS 75  h<p://www.enterprisenews.com/arVcle/20140614/SPORTS/140617308  
  72. 72. WORKING TOGETHER FOR CUSTOMER SATISFACTION
  73. 73. ABOUT ME Content  strategy  doer,  manager,  mentor,   teacher  since  1999       …otherwise,  I’m  kniing,  making  granola,   or  playing  guitar   DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL  
  74. 74. SELECT CLIENTS
  75. 75. THANK YOU Hilary Marsh hilary@hilarymarsh.com @hilarymarsh www.slideshare.net/hilarymarsh

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