Managing the politics of content

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To achieve an effective #contentstrategy, you need to transcend organizational politics and get everyone working together. In this brief overview presentation from the Ragan Content Summit, you'll learn the way to do just that.

Published in: Technology, Business

Managing the politics of content

  1. 1. MANAGING THE POLITICS OF CONTENT Hilary  Marsh,  Content  Company     Ragan  Content  Summit,  June  2013    
  2. 2. CONTENT STRATEGY CHALLENGES Hilary  Marsh,  Content  Company     •  No  one  can  find  anything  on  our  website,  and  they’re  complaining  to  the  CEO   •  PracFcally  everyone  in  our  organizaFon  publishes  content  online,  and  you’d   almost  never  know  it  was  from  the  same  organizaFon   •  No  one  is  in  charge  of  the  home  page    –  or  everyone  is  in  charge  of  it   •  We  can’t  add  comments  because  we  don’t  know  how  to  handle  them   •  Some  of  our  best  material  is  presented  as  PDFs,  with  Ftles  like  “4002.pdf”   •  Our  website  is  organized  based  on  our  org  structure  rather  than  on  how  our   audience  thinks  about  us  or  our  content   Ragan  Content  Summit,  June  2013    
  3. 3. Hilary  Marsh,  Content  Company     •  Audience  confusion   •  Lack  of  customer  engagement   •  Higher  customer  service  costs   •  Missed  cross-­‐selling  opportuni:es   •  No  awareness  of  the  breadth  and  depth  of  what  you  offer  –  and  that  they   need!       BUSINESS CONSEQUENCES Ragan  Content  Summit,  June  2013    
  4. 4. WHAT IS CONTENT STRATEGY? WHO, WHAT, WHEN, WHERE, WHY, HOW OF PUBLISHING CONTENT A STRATEGIC STATEMENT TYING CONTENT TO BUSINESS & USER NEEDS PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT Hilary  Marsh,  Content  Company     Ragan  Content  Summit,  June  2013    
  5. 5. WHAT IS “CONTENT”? Hilary  Marsh,  Content  Company     EVENT PRODUCT CLASS PROGRAM RESEARCH Ragan  Content  Summit,  June  2013    
  6. 6. CONTENT STRATEGY IS REALLY… Hilary  Marsh,  Content  Company     EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY Ragan  Content  Summit,  June  2013    
  7. 7. Hilary  Marsh,  Content  Company     “EVERY PIXEL HAS AN OWNER” –  Paul  Ford,  former  Web  editor  at  Harper’s  magazine        Confab  2013   Ragan  Content  Summit,  June  2013    
  8. 8. TO TRANSCEND POLITICS Hilary  Marsh,  Content  Company     1.  SELL THE VISION 2.  RESPECT THE DEPTH 3.  FOSTER COLLABORATION 4.  MOTIVATE AND RECOGNIZE 5.  REDEFINE SUCCESS Ragan  Content  Summit,  June  2013    
  9. 9. THANK YOU Content  strategy  doer,  manager,  mentor,   teacher  since  1999     Consult  with  associaFons,  corporaFons,   nonprofits     ..otherwise,  I’m  kniUng   DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL   @hilarymarsh   Hilary  Marsh,  Content  Company     Ragan  Content  Summit,  June  2013     hilary@hilarymarsh.com  

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