Managing the politics of content

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How associations and nonprofit organizations can overcome politics to create effective content. Talk for Content Strategy New England Meetup, December 2013

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Managing the politics of content

  1. 1. MANAGING THE POLITICS OF CONTENT Content  Strategy  New  England  Meetup   December  4,  2013   Hilary  Marsh,  Content  Company    
  2. 2. CONTENT STRATEGY CHALLENGES •  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   Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  3. 3. BUSINESS CHALLENGES They’re  about     •  process   •  ownership   •  collaboraFon   •  mutual  understanding  (or  lack  thereof)   Hilary  Marsh,  Content  Company     ©  Don  Graham,  1998,  Flickr   CSNE  Meetup,  December  2013    
  4. 4. BUSINESS CONSEQUENCES ©  Don  Graham,  1998,  Flickr   Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  5. 5. 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     CSNE  Meetup,  December  2013    
  6. 6. User   Needs   (What’s   Desirable)   Business   Drivers       (What’s   Important) Technological   Capabili/es   (What’s  Possible)   Hilary  Marsh,  Content  Company       Content   Strategy   CSNE  Meetup,  December  2013    
  7. 7. WHAT IS “CONTENT”? EVENT PRODUCT CLASS PROGRAM RESEARCH Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  8. 8. CONTENT STRATEGY IS REALLY… EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  9. 9. “EVERY PIXEL HAS AN OWNER” –  Paul  Ford,  former  Web  editor  at  Harper’s  magazine        Confab  2013   Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  10. 10. WITHOUT A CONTENT STRATEGY Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  11. 11. WITHOUT A CONTENT STRATEGY If  you  build  a  site     without  knowing  the  content  that  will  exist,     the  site  you  create     may  not  be  able  to  be  successful!   Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  12. 12. FOCUS YOUR CONTENT ON THE READER ON THE MEMBER Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  13. 13. CONTENT STRATEGIST AS ORCHESTRA CONDUCTOR Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  14. 14. IDENTIFYING AND PRIORITIZING AUDIENCES Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  15. 15. TO TRANSCEND POLITICS 1.  SELL THE VISION 2.  RESPECT THE DEPTH 3.  FOSTER COLLABORATION 4.  MOTIVATE AND RECOGNIZE 5.  REDEFINE SUCCESS Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  16. 16. SELL THE VISION Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  17. 17. RESPECT THE DEPTH Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  18. 18. FOSTER COLLABORATION Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  19. 19. MOTIVATE AND RECOGNIZE Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  20. 20. REDEFINE SUCCESS I  put  the  informaFon  up   online  –now  I  also  need   to  know  how  many   people  have  used  it???   Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  21. 21. MORE TIPS 1.  EDUCATE/REMIND REGULARLY – HOW-TOs, SUCCESS STORIES 2.  REPORT REGULARLY 3.  “BLAME THE POLICY” 4.  CREATE & SOCIALIZE PERSONAS 5.  INVOLVE STAKEHOLDERS Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    
  22. 22. THANK YOU DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL   Content  strategy  doer,  manager,  mentor,   teacher  since  1999     Consult  with  associaFons,  corporaFons,   nonprofits     ..otherwise,  I’m  kniZng   @hilarymarsh   hilary@hilarymarsh.com   Hilary  Marsh,  Content  Company     CSNE  Meetup,  December  2013    

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