Working with a Content Surplus: The Complexity of Distributed Creation (Confab MN 2013)
1. WORKING WITH A
CONTENT SURPLUS
THE COMPLEXITY OF DISTRIBUTED CREATION, OR
UNCOVERING BURIED TREASURES
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
2. ABOUT ME
Content
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 LOGO
LOGOLOGOLOGO
CLIENTS
LOGO
LOGO
Confab,
June
5
2013
Hilary
Marsh,
Content
Company
4. HOW I DEFINE CONTENT STRATEGY
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
5. HOW I DEFINE CONTENT STRATEGY
WHO
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
6. HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
7. HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
8. HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN
WHERE
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
9. HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN
WHERE
WHY
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
10. HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN
WHERE
WHY
HOW
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
11. HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN OF PUBLISHING
WHERE CONTENT
WHY
HOW
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
12. HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN OF PUBLISHING
WHERE CONTENT
WHY
HOW
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
13. HOW I DEFINE CONTENT STRATEGY
A STRATEGIC STATEMENT
TYING CONTENT
(AND COMMUNICATION)
TO BUSINESS
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
14. HOW I DEFINE CONTENT STRATEGY
AND THE PEOPLE,
PROCESSES, AND POWER
TO EXECUTE THAT
STATEMENT
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
54. SUCCESS TOOLS
WRITING GUIDELINES
ALL FOR ONE
COLLABORATION
REWARDS
MOTIVATION
Now,
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
57. RECAP
RESPECT THE SILOS
UNCOVER THE BURIED TREASURES
GET EXECUTIVE BUY-IN
BUILD YOUR ARMY
HELP THEM TELL NEW SUCCESS STORIES
WORK TOGETHER FOR CUSTOMER SATISFACTION
Hilary
Marsh,
Content
Company
Confab,
June
5
2013
58. THANK YOU.
Hilary
Marsh,
Content
Company
hilary@hilarymarsh.com @hilarymarsh
Confab,
June
5
2013