Improv Content Strategy: Doing Things the Wrong Way, the Right Way

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Lightning talk from HighEdWeb New England, March 18, 2013

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Improv Content Strategy: Doing Things the Wrong Way, the Right Way

  1. 1. Improv Content StrategyGeorgy Cohen @radiofreegeorgy #hewebne #ne11 3/18/13 1
  2. 2. Has this everhappened to you?
  3. 3. mad hatter 3
  4. 4. scream 4
  5. 5. So. Many. Questions!
  6. 6. • Who is this for?• What are we trying to accomplish?• What content is needed to reach these peopleand achieve these goals?• What is the state of preexisting content (ifany)? Has it been audited? Is it being revised?• Where is new content (if any) coming from?• Who will manage this content going forward?• What is the process for evaluating theeffectiveness of this effort going forward? 6
  7. 7. tl;dr
  8. 8. Porsche 8
  9. 9. Flamng wreck 9
  10. 10. #headdesk
  11. 11. Do the Right Thing 11
  12. 12. I don’t want your life. 12
  13. 13. Mox 13
  14. 14. *deep breaths*
  15. 15. Bugs in Albuquerue / signpost 15
  16. 16. I was up above it... Now I’m down in it. Trent reznor 16
  17. 17. (BRB, cryingat my desk)
  18. 18. 18
  19. 19. 19
  20. 20. Red pill / blue bill - honesty about the project 20
  21. 21. Synchronize swatches 21
  22. 22. Hippo 22
  23. 23. Mighty mouse Here I cometo save the day! 23
  24. 24. Get support from achampion, if you can.
  25. 25. Be decisive.
  26. 26. Be selective.
  27. 27. Progress over perfection.
  28. 28. Delegate.
  29. 29. Be resourceful.
  30. 30. Schedule apost-mortem.
  31. 31. Live for Day 2.
  32. 32. L E R THE SECRET TO PCONTENTO ISTRATEGY S R ! T . A L E IS LEADERSHIP
  33. 33. THE SECRET TOCONTENT STRATEGY IS LEADERSHIP.
  34. 34. “ Underneath it all, a master content strategist must be an advocate and a diplomat. We must advocate on behalf of the end users, the business users, the stakeholders, and the content vision itself. And we must use diplomacy to influence a wide range of people over whom we don’t have any actual authority. Rachel Lovinger, Content Strategy Director, Razorfish NYC http://www.alistapart.com/articles/tinker-tailor-content-strategist/ 34
  35. 35. “ The only way out is to stop waiting for permission, and to start leading. This isn’t technically complex, but it takes courage: the willingness to leave our comfort zones, face our own fear of confronting the status quo, and overcome our resistance to shipping. - Jonathan Kahn, Together London http://lucidplot.com/2011/10/03/governance-linchpin/ 35
  36. 36. Thank you! Mighty mouse@radiofreegeorgy meetcontent.com 36

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