Content - key to digital transformation

the key to
digital transformation
Content:
Key to
your digital
transformation
Hilary Marsh
President and Chief Strategist
Content Company, Inc.
Photo byJonathan SimcoeonUnsplash

the key to

the key to
symptom
cause

the key to
content

the key to
Content is why people join associations
• Training/professional development opportunities
• Technical information
• Timely information about the field
• Networking with others in their field
• Access to standards of practice
—The Decision to Join, ASAE

the key to
Some realities

the key to
Do you have my major?
Can I afford it?
Can I get in?
How do I apply?
Will I fit in?

the key to
h4p://www2.mmu.ac.uk/

the key to
2017-2018 LITCHFIELD SCHOOL DISTRICT CALENDAR
APPROVED 3/30/17
AUGUST 2017
M T W Th F
1 2 3 4
7 8 9 10 11
14 15 16 17 18
21 22 23 24 25
28 29 30 31
9 New Teacher
Orientation
22-24 Teacher Workshop
28 1st
Day of School
4 days
FEBRUARY 2018
M T W Th F
1 2
5 6 7 8 9
12 13 14 15 16
19 20 21 22 23
26 27 28
7 ALL SCHOOLS
2 HOUR DELAYED
OPENING
26- Mar 2 Winter Recess - NS
17 days
SEPTEMBER 2017
M T W Th F
1
4 5 6 7 8
11 12 13 14 15
18 19 20 21 22
25 26 27 28 29
1 Friday before Labor Day-NS
4 Labor Day
27 ALL SCHOOLS
2 HOUR DELAYED
OPENING
19 days
MARCH 2018
M T W Th F
1 2
5 6 7 8 9
12 13 14 15 16
19 20 21 22 23
26 27 28 29 30
1-2 Winter Recess cont. - NS
13 Teacher Workshop – NS
19 days
OCTOBER 2017
M T W Th F
2 3 4 5 6
9 10 11 12 13
16 17 18 19 20
23 24 25 26 27
30 31
9 Columbus Day - NS
(observed)
26 ALL SCHOOLS
2 HOUR DELAYED
OPENING
21 days
APRIL 2018
M T W Th F
2 3 4 5 6
9 10 11 12 13
16 17 18 19 20
23 24 25 26 27
30
12 ALL SCHOOLS
2 HOUR DELAYED
OPENING
23-27 Spring Recess - NS
16 days
NOVEMBER 2017
M T W Th F
1 2 3
6 7 8 9 10
13 14 15 16 17
20 21 22 23 24
27 28 29 30
10 Veterans Day – NS
20 Parent/Teacher
Conferences All Day and
Evening - NS
21 Teacher Workshop - NS
22-24 Thanksgiving Recess
16 days
MAY 2018
M T W Th F
1 2 3 4
7 8 9 10 11
14 15 16 17 18
21 22 23 24 25
28 29 30 31
17 Senior Project Evaluation –
Early Release for CHS
Grades 9, 10, & 11 –12:30pm
28 Memorial Day - NS
(observed)
22 days
DECEMBER 2017
M T W Th F
1
4 5 6 7 8
11 12 13 14 15
18 19 20 21 22
25 26 27 28 29
25-Jan 1 Holiday Recess - NS
16 days
JUNE 2018
M T W Th F
1
4 5 6 7 8
11 12 13 14 15
18 19 20 21 22
25 26 27 28 29
Graduation – To Be Determined
19 Last day of school with
4 snow days
9 days
JANUARY 2018
M T W Th F
1 2 3 4 5
8 9 10 11 12
15 16 17 18 19
22 23 24 25 26
29 30 31
1 Holiday Recess cont. - NS
15 Martin Luther King, Jr./
Civil Rights Day - NS
21 days
NOTES:
Shaded Days and NS = No School
Snow days will be made up at end of school year (June)
SEPT thru JAN - 97 DAYS FEB thru JUNE - 83 DAYS
180 Total Student School Days – 190 School, Snow & TW Days
Please Mark Your Calendar: Voting Day March 13, 2018
2 HOUR DELAY ALL SCHOOLS September 27, October 26,
February 7 & April 12
Early Release CHS Grades 9, 10 & 11 Only – May 17 12:35 pm

the key to
WEEKLY SCHEDULE FOR CAMPBELL HIGH SCHOOL
Monday Tuesday Wednesday Thursday Friday
A Block 7:35 – 8:19
A Block 7:35 – 9:05 E Block 7:35 – 9:02 A Block 7:35 – 9:05 E Block 7:35 – 9:05
E Block 8:23 – 9:07
B Block 9:11 – 9:55
B Block 9:09 – 10:39 F Block 9:06 – 10:33 B Block 9:09 – 10:39 F Block 9:09 – 10:39
F Block 9:59 – 10:43
C Block 10:47 – 11:31 10 min Adv. 10:43–10:53 22 min Adv. 10:37 – 10:59 10 min Adv. 10:43 – 10:53 10 min Adv. 10:43 – 10:53
G Block 11:35 – 12:47
C Block 10:57 – 12:49 G Block 11:03 – 12:52 C Block 10:57 – 12:49 G Block 10:57 – 12:49
11:35 – 11:57
10:57 – 11:19 11:03 – 11:25 10:57 – 11:19 10:57 – 11:19
12:00 – 12:22
11:42 – 12:04 11:47 – 12:09 11:42 – 12:04 11:42 – 12:04
12:25 – 12:47
12:27 – 12:49 12:30 – 12:52 12:27 – 12:49 12:27 – 12:49
D Block 12:51 – 1:35
D Block 12:53 – 2:23 H Block 12:56 – 2:23 D Block 12:53 – 2:23 H Block 12:53 – 2:23
H Block 1:39 – 2:23

the key to
Graduation
is June
16th

the key to
Your website

the key to
has work to do before you
are ready for digital
transformation

the key to
and that work is to fix
your content

the key to
and that work is to fix
your organization

the key to
Do you.....?
Identify clear audiences and explicit,
measurable goals for every piece of
content you publish?

the key to
Do you.....?
Have a single, consistent understanding
of your organization’s top priority
audiences?

the key to
Do you.....?
Have a single content calendar where
everyone who creates content records
what they plan to publish?

Fill out handout,
discuss with
your
neighbor
Download the electronic
version of this at

h4p://bit.ly/cs-assessment-
tool2018
How mature is
your content
strategy?

Board
Advocacy
Issues
Policy
Makers
Professionals Patients
Pubs
Readers Early
Career
Old Way: Silos
Trainee
Affairs
Professional
Education
Patient
Education
Factsheets
& HTML
Career
Resources
Mtgs & Ed
Programs
Journals
& Books

the key to
What content should go
away?

the key to
Why don’t associations
delete more content?

the key to
• They don’t know it’s still out there
• They don’t think they have permission to
• They don’t want to create a broken link
• The person who created it doesn’t work there
anymore
• The committee that requested it hasn’t asked
to remove it
• They don’t really think it’s a problem if old
content is still online

the key to
Content governance
• When should content expire?
• Member usage
• Relevance
• Accuracy
• Permission
• Resources

the key to
Content governance
•  What should be password-protected?
• NO if you want it found in a search engine
• NO if you want to promote it on social media
• NO if you want to use the content in a chatbot
• YES if you want only current members to have
access (and it’s not a download)
• YES if you want to sell it (and it’s not a download)

the key to
(What programs should
go away?)

Topical advisories
set Society-wide priorities
Project task forces
plan & develop for all audiences
Board
Advocacy
Content
Policymakers, endocrinologists, early career, consumers
Mtgs & Ed
Programs
Patient
information
Journals
& Books
Career
Resources
New Way: Topic/Product Teams

the key to
Data-driven decisions
• Content success means
• You know who the content is for
• You know what you want the audience to do
• You have a way to tell whether they did it
• You have the ability to act on the data

the key to
In order to succeed, you
have to know what
success looks like

the key to

download at

h4p://bit.ly/return-on-content-
worksheet

“Return on Content”

the key to
What needs to transform?
or, what, exactly, do we need to transform in order to
meet the needs of our audiences?
•  philosophy of what we do and how
•  org & team structure
•  skills of our internal SMEs
•  budgeting
•  role of volunteer members

the key to
It’s about culture
Photo by Priscilla Du Preez on Unsplash

the key to
“That’s the way
we’ve always
done it”
Opportunity
•  staff age/LOS/mindset
•  volunteer age/LOS/
mindset
•  overall member age/
LOS/mindset
•  younger members
•  potential members
•  other audiences

the key to
You need to manage the transition
•  It takes you, the leader, to get staff on board
•  You need to participate, “think new”
•  budget across siloes
•  staff initiatives/products/topics rather than
departments
•  Change expectations of the board & committees
•  Motivate, recognize, and reward new thinking

the key to
Most valuable skills in the near future

the key to
Manage member involvement
•  Leaders change annually
•  Committees change slowly
•  They volunteer for the good of the
profession and themselves
“You work for us”

the key to
New role for member
volunteers
h4ps://borishristov.com/blog/can-learn-tourist-guide-presentaGon-skills/

the key to
Focus them outward, not inward
•  Connect with other members
•  Serve as ambassadors
•  Gather input
•  Help communicate organization initiatives

the key to
1. Understand that this is
a journey

the key to
2. Envision the destination

the key to
3. Identify where you are

the key to
4. See the road ahead

the key to
5. Know this: It’s worth it!

the key to
6. You are not alone

the key to
7. Get help when you
need it

the key to
Thank
you!
Hilary Marsh
312-806-7854
hilary@contentcompany.biz
@hilarymarsh

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