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Managing the politics of content

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As content strategists know, organizations have trouble producing good content. Budgets and programs are siloed, content creators don’t know each other, and the power to NOT change is strong.

These challenges affect social media, intranets, e-newsletters, and websites. And they have major implications: Audiences can’t find what they’re looking for, contradictory or outdated information remains online – and the organization doesn’t meet its business goals.

Content strategy can inspire transformation. This talk’s six lessons will help content strategists provide the foundation for transformational change in the organizations they work in or with.
Talk given at the UX Content Design NYC Meetup, May 2020

Published in: Business
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Managing the politics of content

  1. 1. Photo by Nicholas Green on Unsplash
  2. 2. Photo by Yvette de Wit on Unsplash
  3. 3. Why?
  4. 4. Managing the Politics of Content Hilary Marsh UX Content Design NYC Meetup, May 2020 Photo by Ronda Darby on Unsplash
  5. 5. Content Photo byLacie SlezakonUnsplash
  6. 6. I don’t mean web pages blog posts apps videos social media channels
  7. 7. Content is the way our work is manifested in the world
  8. 8. Products Services Programs Research Events Advocacy Information Tools
  9. 9. My Products My Services My Programs My Research My Events My Advocacy My Information My Tools
  10. 10. https://www.flickr.com/photos/lentini/14112670288/
  11. 11. By Lorie Shaull [CC BY-SA 4.0 (https://creativecommons.org/licenses/by-sa/4.0)], from Wikimedia Commons
  12. 12. #WOCinTech Chat Content strategy is an HR issue
  13. 13. globalviews.com
  14. 14. Photo by Greta Farnedi on Unsplash
  15. 15. https://cpacphoto.org/souptonuts/
  16. 16. Photo by Fancycrave on Unsplash
  17. 17. Photo by Ivana Cajina on Unsplash A new vision
  18. 18. 1. Listen
  19. 19. https://progressiveconflictsolutions.com /thich-nhat-hanh-on-listening/
  20. 20. 2. Help them understand the audience
  21. 21. Photo by Michele Bergami on Unsplash “We do not see things as they are, we see them as we are.” —Anaïs Nin
  22. 22. “Users don’t care about your org chart.” —Lou Rosenfeld
  23. 23. “Users don’t care about your org chart.” —Lou Rosenfeld Author, Information Architecture for the World Wide Web
  24. 24. takeaway: Information without the right context is not helpful to the audience.
  25. 25. subject- matter expertise content presentation and sharing expertise 3. Cultivate a spirit of partnership
  26. 26. content presentation and sharing expertise product expertise event expertise advocacy expertise research expertise course development expertise
  27. 27. content presentation and sharing expertise product expertise event expertise advocacy expertise research expertise course development expertise customer satisfaction expertise marketing expertise education expertise program expertise
  28. 28. product expertise event expertise advocacy expertise research expertisecustomer satisfaction expertise marketing expertise education expertise program expertise content presentation and sharing expertise
  29. 29. product expertise event expertise advocacy expertise research expertisecustomer satisfaction expertise marketing expertise education expertise program expertise content presentation and sharing expertise
  30. 30. product expertise event expertise advocacy expertise research expertisecustomer satisfaction expertise marketing expertise education expertise program expertise content presentation and sharing expertise
  31. 31. http://chuckclose.com/ work253_zoom.html
  32. 32. 4. Co-create the solution #WOCinTech Chat
  33. 33. https://www.flickr.com/photos/vancouver125/5714045454 5. Foster collaboration
  34. 34. https://www.flickr.com/photos/12342795@N07/35235603706 6. Change your perspective
  35. 35. Past and future Control How Ownership Fear Collaboration What Partnership Freedom
  36. 36. Go forth and make progress!
  37. 37. Please stay in touch! • Contact me via email: hilary@contentcompany.biz • Follow me on Twitter: @hilarymarsh • Connect on LinkedIn: linkedin.com/in/hilarymarsh • Subscribe to my monthly(ish) newsletter: https://contentcompany.biz/newsletter/ • Join the content strategy community: https://content-strategy.com

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