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Managing Content Surplus

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Hilary Marsh, Content Company, Inc.
Hilary Marsh, Content Company, Inc.

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

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WORKING WITH A CONTENT SURPLUS THE COMPLEXITY OF DISTRIBUTED CREATION, OR UNCOVERING BURIED TREASURES   Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
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    
LOGO LOGO LOGO LOGO LOGOLOGOLOGO CLIENTS LOGO LOGO Confab,  June  5  2013    Hilary  Marsh,  Content  Company    
HOW I DEFINE CONTENT STRATEGY Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY WHO Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY WHO WHAT Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN WHERE Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN WHERE WHY Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN WHERE WHY HOW Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN OF PUBLISHING WHERE CONTENT WHY HOW Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN OF PUBLISHING WHERE CONTENT WHY HOW Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY A STRATEGIC STATEMENT TYING CONTENT (AND COMMUNICATION) TO BUSINESS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HOW I DEFINE CONTENT STRATEGY AND THE PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
CONTENT STRATEGIST AS ORCHESTRA CONDUCTOR Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
THE CHALLENGE Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
TYPICAL CONTENT STRATEGY Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
AT A LARGE ORG, IT’S THIS (ASSOCIATION) Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
…OR THIS (CORPORATION) Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
WHO KNOWS WHAT? program   product   service   employees   exisHng   customers   prospecHve   customers   dealers     sales   Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
WHO KNOWS WHAT? program   product   service   employees   exisHng   customers   prospecHve   customers   dealers     sales   Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
WHO KNOWS WHAT? program   product   service   employees   exisHng   customers   prospecHve   customers   dealers     sales   SALE!   Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
WHO KNOWS WHAT? WHO COMMUNICATES? WITH WHOM? Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
DON’T LET IT COME TO THIS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
THE SOLUTION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
RESPECT THE DEPTH Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
UNCOVER THE BURIED TREASURES Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
SURFACE THE GEMS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
YOUR MISSION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
PLAY THE GAME Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
BE CORPORATE ESTABLISH GOALS FOCUS ON RESULTS GET EXECS TO AGREE ON GOALS LEVERAGE THAT BUY-IN Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
FOSTER COLLABORATION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
GIVE THEM TOOLS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
REDEFINE SUCCESS WOW ‘EM WITH NUMBERS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
REDEFINE SUCCESS WOW ‘EM WITH NUMBERS FROM “PUT IT UP” TO USAGE Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
REDEFINE SUCCESS WOW ‘EM WITH NUMBERS FROM “PUT IT UP” TO USAGE MEASURE SATISFACTION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
HELP THEM TELL THE STORY OF THEIR SUCCESS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
LATHER, RINSE, REPEAT Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
BUILD YOUR ARMY Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
SUCCESS BECOMES EVERYONE’S BUSINESS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
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    
WORKING TOGETHER FOR CUSTOMER SATISFACTION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
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    
THANK YOU. Hilary  Marsh,  Content  Company     hilary@hilarymarsh.com @hilarymarsh   Confab,  June  5  2013    

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Managing Content Surplus

  • 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    
  • 15. CONTENT STRATEGIST AS ORCHESTRA CONDUCTOR Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 16. THE CHALLENGE Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 17. TYPICAL CONTENT STRATEGY Hilary  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 IT COME TO THIS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 27. THE SOLUTION Hilary  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 DEPTH Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 32. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 33. UNCOVER THE BURIED TREASURES Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 34. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 35. SURFACE THE GEMS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 36. YOUR MISSION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 37. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 38. PLAY THE GAME Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 39. BE CORPORATE ESTABLISH GOALS FOCUS ON RESULTS GET EXECS TO AGREE ON GOALS LEVERAGE THAT BUY-IN Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 40. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 41. FOSTER COLLABORATION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 42. GIVE THEM TOOLS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 43. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 44. REDEFINE SUCCESS WOW ‘EM WITH NUMBERS Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 45. REDEFINE SUCCESS WOW ‘EM WITH NUMBERS FROM “PUT IT UP” TO USAGE Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 46. REDEFINE SUCCESS WOW ‘EM WITH NUMBERS FROM “PUT IT UP” TO USAGE MEASURE SATISFACTION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 47. HELP THEM TELL THE STORY OF THEIR SUCCESS Hilary  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, REPEAT Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 51. Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 52. BUILD YOUR ARMY Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 53. SUCCESS BECOMES EVERYONE’S BUSINESS 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    
  • 55. WORKING TOGETHER FOR CUSTOMER SATISFACTION Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  • 56. 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