2. What’s in the chapter
-identify your stakeholder
-convince them to participate
-set the stage for alignment with a kickoff
-get them engaged
-keep them motivated
3. What is it and why is it important?
Alignment is about providing your stakeholders with
baseline information about content, each other, and
the strategy process. Keeping up to date and asking
questions.
To be successful you need to apply content strategy
which requires outreach and alignment with your
stakeholders, which are people who matter to your
project.
4. Types of stakeholders
Strategic decision makers-make their impact through
strategy
Money people-people funding your project
Champions-people who are advocates regardless of
their relationship with the content
Showstoppers- have no power but can stop a project in
its tracks
Interested other-people who are genuinely interested
in your project.
5. People are busy! Get them
interested!
Your project need to be compelling, create a story that
will get people interested and stay interested.
The problem or opportunity- what’s going on with the
content, how does it affect the stakeholder’s bottom
line
The urgency- why do we need to do this right now?
The request for help- they would they help the project
The players- description of who is participating
The payoff- the benefits to them and the organization
6. Kick off on the right foot!
At the beginning of any content strategy project it is
important to have a formal kick off meeting.
To get information exchange moving and move toward
early alignment the following should take place in the
kick off meeting.
7. Explain why your there and what
you’ve done so far
-explain what content strategy is
-reiterate how content strategy will benefit the
stakeholders and the oprinization
-what content exists today and what shape it’s in
-what the internal and external factors are that impact
your content
8. Help everyone get to know each
other and their roles
- A important part for alignment is the discovery phase
where stakeholders learn from each other and
establish roles. Helping people understanding and
engage with one another is a huge part of the job
9. Set clear expectations for what
comes next (and for whom)
What is their role
How much and how often will you need them to
participate
What kinds of things will they be doing
Who are the decision makers
What are the next steps?
10. Engagement doesn’t stop after the
kickoff
Communicate and encourage participation- schedule
regular meetings
Listen and respond- always take the stakeholders
seriously
Distribution documentation-documents in hand
Celebrate milestones- highlight milestones
Set expectations- know where you stand
11. GO TEAM GO
Alignment is a huge first step as you head into the
discovery phase. Once you have rallied the players, you
are ready to tackle the content as a group.
