Working with a Content Surplus: The Complexity of Distributed Creation (Confab MN 2013)

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Real-life strategies and tactics for managing content (and the people who create it) for large, content-rich organizations.

Working with a Content Surplus: The Complexity of Distributed Creation (Confab MN 2013)

  1. WORKING WITH ACONTENT SURPLUSTHE COMPLEXITY OF DISTRIBUTED CREATION, ORUNCOVERING BURIED TREASURES  Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  2. ABOUT MEContent  strategy  doer,  manager,  mentor,  teacher  since  1999    Manage  the  Content  Strategy  LinkedIn  group  &  Chicago  Content  Strategy  Meetup    Started  a  content  “meetup”  in  Chicago  in  2002  (one  of  3  globally  at  the  Hme)    Consult  with  associaHons,  corporaHons,  nonprofits    ..otherwise,  I’m  kniNng  DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL  @hilarymarsh  Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  3. LOGO LOGO LOGO LOGOLOGOLOGOLOGOCLIENTSLOGOLOGOConfab,  June  5  2013    Hilary  Marsh,  Content  Company    
  4. HOW I DEFINE CONTENT STRATEGYHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  5. HOW I DEFINE CONTENT STRATEGYWHOHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  6. HOW I DEFINE CONTENT STRATEGYWHOWHATHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  7. HOW I DEFINE CONTENT STRATEGYWHOWHATWHENHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  8. HOW I DEFINE CONTENT STRATEGYWHOWHATWHENWHEREHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  9. HOW I DEFINE CONTENT STRATEGYWHOWHATWHENWHEREWHYHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  10. HOW I DEFINE CONTENT STRATEGYWHOWHATWHENWHEREWHYHOWHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  11. HOW I DEFINE CONTENT STRATEGYWHOWHATWHEN OF PUBLISHINGWHERE CONTENTWHYHOWHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  12. HOW I DEFINE CONTENT STRATEGYWHOWHATWHEN OF PUBLISHINGWHERE CONTENTWHYHOWHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  13. HOW I DEFINE CONTENT STRATEGYA STRATEGIC STATEMENTTYING CONTENT(AND COMMUNICATION)TO BUSINESSHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  14. HOW I DEFINE CONTENT STRATEGYAND THE PEOPLE,PROCESSES, AND POWERTO EXECUTE THATSTATEMENTHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  15. CONTENTSTRATEGIST ASORCHESTRACONDUCTORHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  16. THE CHALLENGEHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  17. TYPICAL CONTENT STRATEGYHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  18. AT A LARGE ORG, IT’S THIS(ASSOCIATION)Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  19. …OR THIS(CORPORATION)Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  20. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  21. WHO KNOWS WHAT?program   product   service  employees  exisHng  customers  prospecHve  customers  dealers     sales  Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  22. WHO KNOWS WHAT?program   product   service  employees  exisHng  customers  prospecHve  customers  dealers     sales  Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  23. WHO KNOWS WHAT?program   product   service  employees  exisHng  customers  prospecHve  customers  dealers     sales  SALE!  Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  24. WHO KNOWS WHAT?WHO COMMUNICATES?WITH WHOM?Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  25. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  26. DON’T LET ITCOME TO THISHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  27. THE SOLUTIONHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  28. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  29. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  30. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  31. RESPECT THE DEPTHHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  32. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  33. UNCOVER THE BURIED TREASURESHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  34. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  35. SURFACE THE GEMSHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  36. YOUR MISSIONHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  37. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  38. PLAY THE GAMEHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  39. BE CORPORATEESTABLISH GOALSFOCUS ON RESULTSGET EXECS TO AGREE ON GOALSLEVERAGE THAT BUY-INHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  40. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  41. FOSTERCOLLABORATIONHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  42. GIVE THEM TOOLSHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  43. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  44. REDEFINE SUCCESSWOW ‘EM WITH NUMBERSHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  45. REDEFINE SUCCESSWOW ‘EM WITH NUMBERSFROM “PUT IT UP” TO USAGEHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  46. REDEFINE SUCCESSWOW ‘EM WITH NUMBERSFROM “PUT IT UP” TO USAGEMEASURE SATISFACTIONHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  47. HELP THEM TELL THESTORY OF THEIR SUCCESSHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  48. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  49. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  50. LATHER, RINSE, REPEATHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  51. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  52. BUILD YOUR ARMYHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  53. SUCCESS BECOMESEVERYONE’S BUSINESSHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  54. SUCCESS TOOLSWRITING GUIDELINESALL FOR ONECOLLABORATIONREWARDSMOTIVATIONNow,  wriHng  guidelines  and  principles  make  a  difference  Now,  collaboraHng  is  more  producHve  than  compeHng  Now,  each  person  is  moHvated  to  reach  out  Now,  individual  interests  lead  to  common  good  Now,  people’s  contribuHons  to  everyone’s  efforts  are  recognized  Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  55. WORKING TOGETHERFOR CUSTOMERSATISFACTIONHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  56. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  57. RECAPRESPECT THE SILOSUNCOVER THE BURIED TREASURESGET EXECUTIVE BUY-INBUILD YOUR ARMYHELP THEM TELL NEW SUCCESS STORIESWORK TOGETHER FOR CUSTOMER SATISFACTIONHilary  Marsh,  Content  Company     Confab,  June  5  2013    
  58. THANK YOU.Hilary  Marsh,  Content  Company    hilary@hilarymarsh.com @hilarymarsh  Confab,  June  5  2013    

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