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Storming the Castle
@nozurbina @lavacon
How to ReachThoseWho Control and
Power and Purse Strings
Storming the Castle:
How to Reach Those Who Control and Power and
Purse Strings
noz.urbina@urbinaconsulting.com
@nozurbina...
Me (Noz Urbina, Urbina
Consulting)
Content strategist & modeller
Consultant/trainer
Author
urbinaconsulting.com/events
89 ...
You
You have a (great) idea for how to improve
something content-related.Which requires:
@nozurbina @lavacon
Our mission overview
@nozurbina @lavacon
Climb the mountain,
storm the castle
...and get back
with the treasure
Our mission tasks
@nozurbina @lavacon
Doing your research and
choosing your team
Planning and equipment
Getting back down
...
What is the treasure?
@nozurbina @lavacon
What is the treasure?
@nozurbina @lavacon
If you’re not clear on what it is that you
want, and why, you will fail
Doing your research
@nozurbina @lavacon
Doing your research
@nozurbina @lavacon
?
?
??
?
?? ?
There are many ways to storm a castle…
Doing your research
@nozurbina @lavacon
“It is only one who is
thoroughly acquainted
with the evils of war
that can thorou...
@nozurbina @lavacon
“The general... whose
only thought is to
protect his country
and do good service...
is the jewel of th...
@nozurbina @lavacon
“Bravery without
forethought, causes
you to fight blindly
and desperately like a
mad bull.”
– SunTzu
F...
Organisational
Goals
User goalsYour goals
Pitfalls
Thinking people care
about content
bit.ly/notking
All ideas and no
tech
Not realising it’s
sales a pitch
All idea...
Choosing your team
@nozurbina @lavacon
Choosing your team
Strategist
Doer
Technologist
Presenter
Copyright NBC Studios
Pitfalls
Know thyself
Availability
Too big / too
many cooks
Dead weight
Too dispersed
Vision
Lack of key
perspectives
Planning and equipment
@nozurbina @lavacon
Castle map
Support
Es
“Sell”“Make”
Product
Mgmt.
Dev
Support
Docs &
Training
Pre-
Sales
Eng.
Field
App
Eng.
S&M
Persuade
Org chart bingo
$$$
Influencer
Minor
Influencer
...
Influencer
... ...
Influencer
$$
Competitor ...
Your boss
$
... You
+
...
Audience to benefits / needs map
Your idea
Quality (QM)
•Errata Sheet Process
•Doc Guidelines
•Process alignment
•…
Legal ...
The 4Ps
• Required
Tools and
support
• Credibility
• Authority
• Alignment
• Change
s to
work
• Who’s
affected
People Proc...
Pitfalls
Scope too bigToo fast
Insufficiently
aligned /
researched
The climb itself
@nozurbina @lavacon
Castle map
Support
Es
“Sell”“Make”
Product
Mgmt.
Dev
Support
Docs &
Training
Pre-
Sales
Eng.
Field
App
Eng.
S&M
Persuade
“...
Castle map
Support
Es
“Sell”“Make”
Product
Mgmt.
Dev
Support
Docs &
Training
Pre-
Sales
Eng.
Field
App
Eng.
S&M
Persuade
Castle map
Support
Es
“Sell”“Make”
Product
Mgmt.
Dev
Support
Docs &
Training
Pre-
Sales
Eng.
Field
App
Eng.
S&M
Persuade
Castle map with BUs (acquired)
VPs
"Sell""Make"
Product
Mgmt
Dev
Support
Docs &
Train
Pre
Sales
Eng.
Field
App
Eng.
S&M
Es
Castle map with BUs (acquired)
VPs
"Sell""Make"
Product
Mgmt
Dev
Support
Docs &
Train
Pre
Sales
Eng.
Field
App
Eng.
S&M
Es...
Pitfalls
Missing key
buy-in
Getting
communication
balance right
Cookie cutter
pitching
No sense of
urgency
Pitfalls
Missing key
buy-in
Getting
communication
balance right
Cookie cutter
pitching
No sense of
urgency
38%
38% don’t k...
[Realistic/Cookie]
Justifying that I'll be
able to continue
creating content while
also
researching/implementi
ng new tool...
The climb itself
@nozurbina @lavacon
Pitfalls
Thinking savings is
always motivational
Thinking content’s
king
Playing the magician
Being a controversy
whore
La...
______’s (Content) Strategy
Corporate Strategy
• Be most innovative
provider of solutions
into key markets:
– ...
– ...
– ...
Sample tool selection short list
“Killer” Requirements
CCMSs References CMS
Compatibility /
Flexibility
Multi-
platform
St...
Pitch checklist
Itemised budget and ROI over time
5 Year TCO
Key milestones / Escape points
Risk matrix and mitigation pla...
CONTEXTUALISING THE
PITCH
Some useful ideas
Content
StrategyEnabling,
Product data
&Technical
Content
Persuasive,
Sales &
Marketing
Content
Content Strategy is Cross-...
“Content providers are too siloed: MarComm,
TechComm, Web Design, Product Support, and
Training and have different reporti...
Un-aware
Recognize
Educate
Compare
Select
Configure
Support
/ Train
Use
Unified picture of a customer
Un-aware
Recognize
Educate
Compare
Select
Configure
Support
/ Train
Use
Unified picture of a customer
Un-aware
Recognize
Educate
Compare
Select
Configure
Support
/ Train
Use
Unified picture of a customer
“Companies don’t kno...
Getting back down
@nozurbina @lavacon
Pitfalls
You won’t get
everything:
prepare for the half-win
Fight for some more
time:
managers often rush what
they don’t ...
Happy storming!
noz.urbina@urbinaconsulting.com
@nozurbina / @thecsbook
Urbinaconsulting.com/blog
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[LavaCon Keynote] Storming the Castle: Reaching Those Who Control the Power & Purse Strings [Noz Urbina, Lavacon 2013]

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Watch the video: https://vimeo.com/80513322

It seems sometimes like management engagement with your content strategy is like a great mystical prize sealed up in the highest tower of a maze-like castle; and there’s a huge moat; and the whole thing is on top of a mountain…

To actually reach it is a challenge that will in itself take a strategy, special tools (and weapons?), and a great mountain-climbing, maze-solving team.

Noz Urbina shares some of his experience on how we can get closer to our content strategy objectives by not falling at the first barrier: getting the necessary support to develop and implement it. Based on a career selling content strategies into a diverse range of organisations – from a few hundred staff to tens-of-thousands – some of his tips will involve judicious use of common sense, and others will be potentially surprising. Learn how you can storm that castle, and claim your prize.

Published in: Business, Technology
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[LavaCon Keynote] Storming the Castle: Reaching Those Who Control the Power & Purse Strings [Noz Urbina, Lavacon 2013]

  1. 1. Storming the Castle @nozurbina @lavacon How to ReachThoseWho Control and Power and Purse Strings
  2. 2. Storming the Castle: How to Reach Those Who Control and Power and Purse Strings noz.urbina@urbinaconsulting.com @nozurbina / @thecsbook urbinaconsulting.com (Originally presented as a LavaCon Conference keynote while working for Mekon ltd.) @nozurbina @LavaCon
  3. 3. Me (Noz Urbina, Urbina Consulting) Content strategist & modeller Consultant/trainer Author urbinaconsulting.com/events 89 3929 31 x88 24g UC.com 2015
  4. 4. You You have a (great) idea for how to improve something content-related.Which requires: @nozurbina @lavacon
  5. 5. Our mission overview @nozurbina @lavacon Climb the mountain, storm the castle ...and get back with the treasure
  6. 6. Our mission tasks @nozurbina @lavacon Doing your research and choosing your team Planning and equipment Getting back down Storming the castle Climbing
  7. 7. What is the treasure? @nozurbina @lavacon
  8. 8. What is the treasure? @nozurbina @lavacon If you’re not clear on what it is that you want, and why, you will fail
  9. 9. Doing your research @nozurbina @lavacon
  10. 10. Doing your research @nozurbina @lavacon ? ? ?? ? ?? ? There are many ways to storm a castle…
  11. 11. Doing your research @nozurbina @lavacon “It is only one who is thoroughly acquainted with the evils of war that can thoroughly understand the profitable way of carrying it on.” – SunTzu Validate what you think you want – Audience – Requirements – ROI
  12. 12. @nozurbina @lavacon “The general... whose only thought is to protect his country and do good service... is the jewel of the kingdom.” – SunTzu Find out how you’ll know when you have it – Success metrics – Audit Doing your research
  13. 13. @nozurbina @lavacon “Bravery without forethought, causes you to fight blindly and desperately like a mad bull.” – SunTzu Find out if it’s even remotely possible – Current corporate climate – Other big spends/initiatives Doing your research
  14. 14. Organisational Goals User goalsYour goals
  15. 15. Pitfalls Thinking people care about content bit.ly/notking All ideas and no tech Not realising it’s sales a pitch All ideas and no tech Not realising it’s sales a pitch
  16. 16. Choosing your team @nozurbina @lavacon
  17. 17. Choosing your team Strategist Doer Technologist Presenter Copyright NBC Studios
  18. 18. Pitfalls Know thyself Availability Too big / too many cooks Dead weight Too dispersed Vision Lack of key perspectives
  19. 19. Planning and equipment @nozurbina @lavacon
  20. 20. Castle map Support Es “Sell”“Make” Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
  21. 21. Org chart bingo $$$ Influencer Minor Influencer ... Influencer ... ... Influencer $$ Competitor ... Your boss $ ... You + + + - ? x n - For Against Neutral Undecided Unknown Irrelevant + - x n ? + ? ? ++ “Ultimate excellence lies not in winning every battle, but in defeating without ever fighting.” – SunTzu
  22. 22. Audience to benefits / needs map Your idea Quality (QM) •Errata Sheet Process •Doc Guidelines •Process alignment •… Legal & Patent •Trademarks •Disclaimer •IP Protection •… Communication •Corporate Design •Document distribution (e.g. via Internet) •… Sales & Marketing •Document release •Requirement capturing •Localization •… R&D •Document creation •Design automation •Tool support service •Template service •… IT •Tool evaluation •Tool implementation •Process /Tool support •…
  23. 23. The 4Ps • Required Tools and support • Credibility • Authority • Alignment • Change s to work • Who’s affected People Process PlatformPosition
  24. 24. Pitfalls Scope too bigToo fast Insufficiently aligned / researched
  25. 25. The climb itself @nozurbina @lavacon
  26. 26. Castle map Support Es “Sell”“Make” Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade “There are only two methods of attack: direct and indirect; yet in combination these give rise to an endless series of manoeuvres.” – SunTzu
  27. 27. Castle map Support Es “Sell”“Make” Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
  28. 28. Castle map Support Es “Sell”“Make” Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
  29. 29. Castle map with BUs (acquired) VPs "Sell""Make" Product Mgmt Dev Support Docs & Train Pre Sales Eng. Field App Eng. S&M Es
  30. 30. Castle map with BUs (acquired) VPs "Sell""Make" Product Mgmt Dev Support Docs & Train Pre Sales Eng. Field App Eng. S&M Es “...senior management is on board...middle managers do not all fully understand the content initiatives and therefore do not carry them forward with their staffs.” – UC Survey Respondant
  31. 31. Pitfalls Missing key buy-in Getting communication balance right Cookie cutter pitching No sense of urgency
  32. 32. Pitfalls Missing key buy-in Getting communication balance right Cookie cutter pitching No sense of urgency 38% 38% don’t know what their company is doing or why!
  33. 33. [Realistic/Cookie] Justifying that I'll be able to continue creating content while also researching/implementi ng new tools and strategies. – UC Survey Respondent [Urgency] Decision-makers who don't make decisions or communicate... by sharing updates, requesting updates, or attending meetings to make decisions – UC Survey Respondent
  34. 34. The climb itself @nozurbina @lavacon
  35. 35. Pitfalls Thinking savings is always motivational Thinking content’s king Playing the magician Being a controversy whore Lack of standards / references (credibility) Unclear. Not concise. Not visual.
  36. 36. ______’s (Content) Strategy Corporate Strategy • Be most innovative provider of solutions into key markets: – ... – ... – ... Content Strategy • Treat information as a business asset – “Innovative”: knowledge that’s easily shared & accessed – “Solution”: content integrated into product offering
  37. 37. Sample tool selection short list “Killer” Requirements CCMSs References CMS Compatibility / Flexibility Multi- platform Standard Support Roadmap xxx xxx xxx xxx
  38. 38. Pitch checklist Itemised budget and ROI over time 5 Year TCO Key milestones / Escape points Risk matrix and mitigation plan Market references “What if we do nothing”? Contextual alignment
  39. 39. CONTEXTUALISING THE PITCH Some useful ideas
  40. 40. Content StrategyEnabling, Product data &Technical Content Persuasive, Sales & Marketing Content Content Strategy is Cross-silo Development efficiency & significant cost avoidance Unified Framework for Content Delivery, Measurement and Improvement Brand Equity, regional markets & revenue channels Business Goals Org UsersYou
  41. 41. “Content providers are too siloed: MarComm, TechComm, Web Design, Product Support, and Training and have different reporting structures.” – Survey
  42. 42. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer
  43. 43. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer
  44. 44. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer “Companies don’t know what they know... they don’t have a strategy that focuses around the customer and the data and using them in a proactive way.” – Bill Payne,Vice President, CRM and industries http://ibm.co/10UFHHx
  45. 45. Getting back down @nozurbina @lavacon
  46. 46. Pitfalls You won’t get everything: prepare for the half-win Fight for some more time: managers often rush what they don’t (fully) understand GET BASELINES METRICS: So you can prove ROI Wash, rinse, repeat: Getting budget is the beginning of the fun
  47. 47. Happy storming! noz.urbina@urbinaconsulting.com @nozurbina / @thecsbook Urbinaconsulting.com/blog You might also like:

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