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Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution

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What holds brands back from creating engaging, effective content typically isn’t talent, but rather a complex cobweb of rules, regulations and business processes that get in the way.

The best content marketing brands embrace a “culture of content.” They have a collaborative spirit. Leaders know how to articulate visions. Messaging foundations are documented. Approvals are swift and nimble. And creative professionals have the resources they need to execute engaging content in real time.

Published in: Business

Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution

  1. 1. Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution Andrea Goulet Ford @andreagoulet #LavaCon
  2. 2. Which business department is responsible for CONTENT? @andreagoulet #lavacon
  3. 3. Content is a ___m_a_rke_t_in_g___ issue. @andreagoulet #lavacon
  4. 4. Content is a _u_ser_ _exp_e_ri_enc_e_ issue. @andreagoulet #lavacon
  5. 5. Content is a _cus_t_om_e_r_ s_e_rvice_ issue. @andreagoulet #lavacon
  6. 6. Content is a _____le_g_al ____ issue. @andreagoulet #lavacon
  7. 7. Content is an ENTERPRISE issue. @andreagoulet #lavacon
  8. 8. GREAT CONTENT HAPPENS WHEN: @andreagoulet #lavacon
  9. 9. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision @andreagoulet #lavacon
  10. 10. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors @andreagoulet #lavacon
  11. 11. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors Producers are supported @andreagoulet #lavacon
  12. 12. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors Producers are supported Supporters are producing @andreagoulet #lavacon
  13. 13. GREAT CONTENT HAPPENS WHEN: Your organization embraces a culture of content @andreagoulet #lavacon
  14. 14. HOW DO YOU BUILD A CULTURE OF CONTENT? PEOPLE PROSE PROCESS @andreagoulet #lavacon
  15. 15. PEOPLE The way people interact with content impacts team dynamics. @andreagoulet #lavacon
  16. 16. CONTENT PERSONALITIES ? @andreagoulet #lavacon
  17. 17. @andreagoulet #lavacon ARTIST PROS CONS • produces engaging content • has a clear vision • inspires others • understands content value • trouble delegating • becomes bottleneck • difficult to manage • resistant to structure
  18. 18. ADMINISTRATOR PROS CONS @andreagoulet #lavacon • time management masters • detail-oriented • provides structure and process • organized and punctual • potential micromanager • difficulty thinking “outside the box” • content often unoriginal • sticks to rules, even when ineffective
  19. 19. ANALYST PROS CONS @andreagoulet #lavacon • data wizards • understands complex topics • often seen as credible • gleans insights to produce better content • can have difficulty putting data into context • may not try new things • tries to “game” or “hack” • prone to using jargon
  20. 20. ABSENTEE ? PROS CONS @andreagoulet #lavacon • gives creative flexibility • unhindered by failure • encourages new ideas • allows room for growth • result doesn’t match vision • unaware of effort required • lack of support = frustration • responds too late
  21. 21. WHICH ONE ARE YOU? @andreagoulet #lavacon ?
  22. 22. WHICH ONE ARE YOU? teammates? @andreagoulet #lavacon ? clients? boss?
  23. 23. PROSE Content is more than digital. It’s any piece of communication, regardless of channel, that’s created with a purpose. @andreagoulet #lavacon
  24. 24. PROSE customer service @andreagoulet #lavacon marketing sales legal operations finance HR UX recruiting
  25. 25. PROSE customer service @andreagoulet #lavacon marketing sales legal operations finance HR UX recruiting
  26. 26. Empathize put yourself in their shoes Acknowledge show you understand Rectify make it right @andreagoulet #lavacon
  27. 27. @andreagoulet #lavacon Empathize put yourself in their shoes We are sorry to learn that… becomes I know how frustrating it is to…
  28. 28. Acknowledge show you understand The road to customer attrition is paved with empty apologies. @andreagoulet #lavacon
  29. 29. @andreagoulet #lavacon Rectify make it right Empower agents to take action.
  30. 30. Think of a current @andreagoulet #lavacon situation. ! How can you apply the EAR method?
  31. 31. PROCESS Systems designed for the creation, approval, and publication of content can be a competitive advantage. @andreagoulet #lavacon
  32. 32. PROCESS @andreagoulet #lavacon
  33. 33. PROCESS “Marketers must be organized for nimbleness with clear rules of the road and escalation procedures with your agencies, internal PR and legal. You also need the flexibility to reallocate resources on the fly.” -Brian Weiner, CEO 360i @andreagoulet #lavacon
  34. 34. PROCESS Content is the circulatory system of an organization, where process acts like arteries and veins. One small kink in the process can have devastating effects to the system. @andreagoulet #lavacon
  35. 35. Think of a current @andreagoulet #lavacon situation. ! Where are the kinks in your process?
  36. 36. cultureofcontent.com @andreagoulet #lavacon

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