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© Marriott International 2015
@megwalsh05
Who put their
technology in my
content strategy? 
Meghan Walsh
Marriott Internat...
© Marriott International 2015
 @megwalsh05
Who are you people?
© Marriott International 2015
 @megwalsh05
I’m Meg Walsh.
@megwalsh05meghan.walsh@marriott.com
© Marriott International 2015
 @megwalsh05
My Job
Content
Profile
Management
Personalization
API Platform
⊡  Technology pl...
© Marriott International 2015
I need a content
strategist.
© Marriott International 2015
 @megwalsh05
The Content Strategist is the
critical voice in content
technology planning, se...
© Marriott International 2015
 @megwalsh05
To Be Clear
Content strategists are not the only stakeholder.
Content strategis...
© Marriott International 2015
“
@megwalsh05
What I’m seeing is that [content]
architecture and governance are two
sides of...
© Marriott International 2015
@megwalsh05
Once Upon a Time…
© Marriott International 2015
 @megwalsh05
There were two
teams
Content
Strategy
Content
Development
© Marriott International 2015
 @megwalsh05
They didn’t talk
much
Content
Strategy
Content
Development
•  Word centric
•  P...
© Marriott International 2015
 @megwalsh05
We were doing it wrong.
We were writing and building for placement,
not purpose.
© Marriott International 2015
@megwalsh05
Enter: Content Strategy

(Kind of)
© Marriott International 2015
“
@megwalsh05
[Content Strategy is] planning for the
creation, delivery, and governance of
u...
© Marriott International 2015
 @megwalsh05
Channel-centric content Content-centric channels
Blogs
Web
Social
Signs TVs
eMa...
© Marriott International 2015
 @megwalsh05
Three Pillars
Content
Authorship
Content
Distribution
Content
Structure
© Marriott International 2015
 @megwalsh05
Most Common
Question?
When will you be done?
© Marriott International 2015
“
@megwalsh05
Sigh.
-- Meg Walsh
Senior Director, Marriott International
@megwalsh05
© Marriott International 2015
 @megwalsh05
Content
components
Governance Authoring
Management Distribution
•  Vision
•  St...
© Marriott International 2015
 @megwalsh05
What a content
technologist needs
From a Content Strategist Content Manager
Wha...
© Marriott International 2015
@megwalsh05
There was a CMS RFP
© Marriott International 2015
 @megwalsh05
The Content Management team
advocated for features & functions
The Information ...
© Marriott International 2015
No one advocated for the content.
© Marriott International 2015
Decision Point
RISK
Significant changes in
connected technologies
added risk to migrating to...
© Marriott International 2015
 @megwalsh05
What a content
technologist needs
From a Content Strategist Content Manager
Wha...
© Marriott International 2015
@megwalsh05
Lessons Earned
© Marriott International 2015
 @megwalsh05
Lesson #1:
FOUR Pillars
Content
Authorship
Content
Distribution
Content
Structu...
© Marriott International 2015
 @megwalsh05
Where it fits
Content Strategy
Content Strategy
Content Management
Content Tech...
© Marriott International 2015
“
@megwalsh05
Who advocates for the content plan? Who defends what
the content strategist ha...
© Marriott International 2015
 @megwalsh05
Lesson #3: 
The Technology Lens
Does the technology
appropriately serve our
con...
© Marriott International 2015
@megwalsh05
Thank You.
@megwalsh05
meghan.walsh@marriott.com
© Marriott International 2015
 @megwalsh05
Icons & Imagery
Shamelessly using work shared by others:
⊡  SlidesCarnival
⊡  U...
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Who put their technology in my content strategy? By: Meghan Walsh (USA), Marriott

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Content strategy cannot be delivered without technology, and technology is only useful if it has a purpose. Why, then, are content strategy and content technology efforts managed independently and often put in competition with each other? This session will focus on identifying and leveraging connections between content strategy and technology planning in order to create momentum and progress in delivering customer experiences. Intended for IT and business participants, discussion will focus on opportunities for organizations to better design and deliver on content and technology holistically rather than in pieces. Learn from Marriott International’s successes and, sometimes painful, failures 18 months in to transforming our approach to content delivery.

Published in: Marketing, Internet
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Who put their technology in my content strategy? By: Meghan Walsh (USA), Marriott

  1. 1. © Marriott International 2015 @megwalsh05 Who put their technology in my content strategy? Meghan Walsh Marriott International
  2. 2. © Marriott International 2015 @megwalsh05 Who are you people?
  3. 3. © Marriott International 2015 @megwalsh05 I’m Meg Walsh. @megwalsh05meghan.walsh@marriott.com
  4. 4. © Marriott International 2015 @megwalsh05 My Job Content Profile Management Personalization API Platform ⊡  Technology planning & strategy ⊡  Partner relationship management ⊡  Capability definition ⊡  Business requirements ⊡  Cross program alignment
  5. 5. © Marriott International 2015 I need a content strategist.
  6. 6. © Marriott International 2015 @megwalsh05 The Content Strategist is the critical voice in content technology planning, selection & design.
  7. 7. © Marriott International 2015 @megwalsh05 To Be Clear Content strategists are not the only stakeholder. Content strategists don’t have to be technology experts. Content technology is not useful if it does not help achieve content goals.
  8. 8. © Marriott International 2015 “ @megwalsh05 What I’m seeing is that [content] architecture and governance are two sides of the same digital coin.  You can’t do one without impacting the other.  -- Cleve Gibbon CTO, Cognifide @cleveg
  9. 9. © Marriott International 2015 @megwalsh05 Once Upon a Time…
  10. 10. © Marriott International 2015 @megwalsh05 There were two teams Content Strategy Content Development
  11. 11. © Marriott International 2015 @megwalsh05 They didn’t talk much Content Strategy Content Development •  Word centric •  Page focused •  Project managed •  CMS centric •  Project focused •  Managed structure •  Duplication •  Inconsistency •  Inefficiency
  12. 12. © Marriott International 2015 @megwalsh05 We were doing it wrong. We were writing and building for placement, not purpose.
  13. 13. © Marriott International 2015 @megwalsh05 Enter: Content Strategy (Kind of)
  14. 14. © Marriott International 2015 “ @megwalsh05 [Content Strategy is] planning for the creation, delivery, and governance of useful, useable content. -- Kristina Halvorson CEO & Founder, Brain Traffic @halvorson
  15. 15. © Marriott International 2015 @megwalsh05 Channel-centric content Content-centric channels Blogs Web Social Signs TVs eMail Wear- ables Apps Print Ads Content Web Ads TVs Mobile Social eMail Apps Print Signs Wear- ables Blogs The [distribution] vision
  16. 16. © Marriott International 2015 @megwalsh05 Three Pillars Content Authorship Content Distribution Content Structure
  17. 17. © Marriott International 2015 @megwalsh05 Most Common Question? When will you be done?
  18. 18. © Marriott International 2015 “ @megwalsh05 Sigh. -- Meg Walsh Senior Director, Marriott International @megwalsh05
  19. 19. © Marriott International 2015 @megwalsh05 Content components Governance Authoring Management Distribution •  Vision •  Standards •  Goals •  Direction •  CMS •  Operations •  Delivery •  Roles •  Experience •  Workflow •  Editorial •  Channels •  Process •  Measurement
  20. 20. © Marriott International 2015 @megwalsh05 What a content technologist needs From a Content Strategist Content Manager What is your vision? •  Big picture •  Channel bounded (or less) •  Governance of content •  CMS centric •  Technology bounded •  Governance of in-software structure How do you define content? •  As a reusable, critical business asset •  As text, images, files What do you need from workflow? •  Full lifecycle •  Multi-tool •  Multi-authored •  Publishing focused •  In-software capabilities •  System author specific What are expectations for translation? •  Standards driven •  Established language targets •  Structure impact •  Process driven
  21. 21. © Marriott International 2015 @megwalsh05 There was a CMS RFP
  22. 22. © Marriott International 2015 @megwalsh05 The Content Management team advocated for features & functions The Information Technology team advocated for structure, scalability, & stability
  23. 23. © Marriott International 2015 No one advocated for the content.
  24. 24. © Marriott International 2015 Decision Point RISK Significant changes in connected technologies added risk to migrating to a new product in 2015/2016 PRIORITY Existing CMS could deliver on key capabilities. Managing a change was not deemed to added short term value DIRECTION Lack of clearly defined content goals and content strategy hindered gaining alignment on direction and priorities for the CMS We decided not to select a new CMS in 2014.
  25. 25. © Marriott International 2015 @megwalsh05 What a content technologist needs From a Content Strategist Content Manager What is your vision? •  Big picture •  Channel bounded (or less) •  Governance of content •  CMS centric •  Technology bounded •  Governance of in-software structure How do you define content? •  As a reusable, critical business asset •  As text, images, files What do you need from workflow? •  Full lifecycle •  Multi-tool •  Multi-authored •  Publishing focused •  In-software capabilities •  System author specific What are expectations for translation? •  Standards driven •  Established language targets •  Structure impact •  Process driven
  26. 26. © Marriott International 2015 @megwalsh05 Lessons Earned
  27. 27. © Marriott International 2015 @megwalsh05 Lesson #1: FOUR Pillars Content Authorship Content Distribution Content Structure Content Strategy
  28. 28. © Marriott International 2015 @megwalsh05 Where it fits Content Strategy Content Strategy Content Management Content Technology Content Management Content Technology
  29. 29. © Marriott International 2015 “ @megwalsh05 Who advocates for the content plan? Who defends what the content strategist has painstakingly developed… ? Someone has to bridge the gap between the content strategy and the actual content management implementation. Lesson #2: The Odd Couple Rules -- Deane Barker “The Content Management Strategist” On Gadgetopia @gadgetopia
  30. 30. © Marriott International 2015 @megwalsh05 Lesson #3: The Technology Lens Does the technology appropriately serve our content? Are we optimizing use of our existing products? Will a change in technology make a positive difference?
  31. 31. © Marriott International 2015 @megwalsh05 Thank You. @megwalsh05 meghan.walsh@marriott.com
  32. 32. © Marriott International 2015 @megwalsh05 Icons & Imagery Shamelessly using work shared by others: ⊡  SlidesCarnival ⊡  Unsplash ⊡  Pixaby ⊡  The Noun Project

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