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Managing	
  Content	
  Projects	
  with	
  Success	
  
and	
  Panache	
  
Now	
  What?	
  Conference	
  2015	
  
Ahava	
  Leibtag,	
  President	
  
Aha	
  Media	
  Group	
  
April	
  30,	
  2015	
  
@ahavaL	
  	
  #NowWhat15	
  
•  122.4	
  miles	
  
•  13	
  rest	
  stops	
  
@ahaval	
  #NowWhat15	
  
Content	
  is	
  like	
  a	
  rest	
  stop.	
  
@ahaval	
  #NowWhat15	
  
DEFINE	
  YOUR	
  TERMS.	
  
What	
  is	
  content?	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
Content Formats
•  WriRen	
  arScles	
  
•  Podcasts	
  
•  Video	
  
•  Photographs	
  
•  Infographics	
  
•  Slide	
  Shows	
  
•  Whitepapers	
  
•  Polls/Survey	
  data	
  
@ahaval	
  #NowWhat15	
  
vs.
(don’t get confused)
@ahaval	
  #NowWhat15	
  
Content Delivery Tools
•  Websites
•  Blogs
•  Newsletters
•  iTunes
•  YouTube
•  Facebook
•  Twitter
•  Slideshare
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
TODAY:	
  Set	
  up	
  for	
  Success	
  
1. Treat	
  content	
  like	
  a	
  product	
  
2. People	
  
3. Process	
  
4. Technology	
  
5. Checklist	
  when	
  things	
  go	
  wrong	
  
@ahaval	
  #NowWhat15	
  
#1	
  
Treat	
  content	
  like	
  a	
  product	
  
BRAINSTORM	
  
WHAT	
  WILL	
  IT	
  LOOK	
  LIKE?	
  
HOW	
  MUCH?	
  
DEVELOPMENT	
  
TESTING	
  
TAKE	
  IT	
  LIVE	
  
ANALYZE	
  IT!	
  
	
  
1
2
3
4
5
6
7
@ahaval	
  #NowWhat15	
  
Step	
  #1:	
  Brainstorm	
  Step	
  #1:	
  	
  
Brainstorm	
  
@ahaval	
  #NowWhat15	
  
Step	
  #2:	
  	
  
What	
  will	
  it	
  look	
  like?	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
Step	
  #3:	
  	
  
Budget	
  
Step	
  #4:	
  	
  
Content	
  	
  
Development	
  
Step	
  #5:	
  	
  
Test	
  
Step	
  #6:	
  Publish	
  and	
  Distribute	
  
Step	
  #7:	
  	
  
Analysis	
  
BRAINSTORM	
  
WHAT	
  WILL	
  IT	
  LOOK	
  LIKE?	
  
HOW	
  MUCH?	
  
DEVELOPMENT	
  
TESTING	
  
TAKE	
  IT	
  LIVE	
  
ANALYZE	
  IT!	
  
	
  
1
2
3
4
5
6
7
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
People	
  
#2	
  
Pick	
  the	
  right	
  content	
  strategist	
  
or	
  professional	
  
What	
  business	
  problem	
  are	
  you	
  solving?	
  
•  Messaging	
  
•  Delivery	
  
•  NavigaSon	
  
•  Usability	
  
@ahaval	
  #NowWhat15	
  
Content	
  Strategists	
  and	
  Writers	
  
•  Editorial	
  &	
  Brand	
  Strategy	
  
•  WriCng	
  
•  Style	
  guides	
  
•  Voice	
  and	
  tone	
  
•  Character	
  limits	
  
•  Brand	
  strategy	
  
•  Technical	
  
•  DITA	
  
•  XML	
  
•  Metadata	
  
•  Structured	
  content	
  
•  AdapCve	
  content	
  
@ahaval	
  #NowWhat15	
  
#3	
  
Clarify	
  Roles	
  &	
  ResponsibiliSes	
  
Who	
  is	
  in	
  charge?	
  
Define	
  roles	
  and	
  responsibiliSes.	
  
•  Project	
  Manager:	
  What	
  is	
  your	
  job?	
  Explain	
  it	
  to	
  the	
  content	
  
people.	
  
•  Content	
  Strategist:	
  EXACTLY	
  what	
  are	
  you	
  in	
  charge	
  of	
  doing?	
  
•  Writers/Content	
  Creators:	
  Who	
  is	
  responsible	
  for	
  each	
  of	
  the	
  
steps?	
  
•  Quality	
  Assurance:	
  Who	
  performs	
  and	
  to	
  whom	
  do	
  they	
  give	
  
that	
  informaCon?	
  	
  
@ahaval	
  #NowWhat15	
  
#4	
  
IdenSfy	
  a	
  Scheduler	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
Process	
  
#4	
  
Have	
  separate	
  meeSngs	
  about	
  
content	
  
Content	
  is	
  a	
  separate	
  enSty.	
  
•  Templates	
  
•  Character	
  counts	
  
•  Calls	
  to	
  acSon	
  
•  “The	
  No	
  Man’s	
  Land	
  of	
  Content	
  Development”	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
@ahaval	
  #NowWhat15	
  
#6	
  
SHOW	
  ediSng	
  and	
  approval	
  
Smelines	
  
@ahaval	
  #NowWhat15	
  
Establish	
  
Content	
  
Governance	
  
Content	
  
Analysis	
  
Content	
  
CreaCon	
  
Establishing	
  
workflows	
  
Content	
  
Planning	
  
• Persona	
  Development	
  
• Messaging	
  Architecture	
  
• IdenCty	
  Pillar	
  
IdenCficaCon	
  
Build	
  OR	
  
clarify	
  the	
  
business	
  
case	
  
Content	
  	
  
AudiCng	
  Discovery	
  
@ahaval	
  #NowWhat15	
  
Establish	
  
Content	
  
Governance	
  
Content	
  
Analysis	
  
Content	
  
CreaCon	
  
Establishing	
  
workflows	
  
Content	
  
Planning	
  
• Persona	
  Development	
  
• Messaging	
  Architecture	
  
• IdenCty	
  Pillar	
  
IdenCficaCon	
  
Build	
  OR	
  
clarify	
  the	
  
business	
  
case	
  
Content	
  	
  
AudiCng	
  Discovery	
  
WE	
  
ARE	
  
HERE	
  
@ahaval	
  #NowWhat15	
  
Start	
  the	
  clock	
  	
  
appropriately	
  	
  
Start	
  
Green	
  means	
  the	
  project	
  is	
  
moving	
  ahead	
  
CauSon	
  
Yellow	
  means	
  the	
  project	
  is	
  
stalled	
  
Stop	
  
Red	
  means	
  it’s	
  Cme	
  to	
  stop	
  
and	
  regroup	
  
@ahaval	
  #NowWhat15	
  
Technology	
  
#7	
  
Define	
  collaboraSon	
  and	
  
technology	
  
@ahaval	
  #NowWhat15	
  
Don’t	
  be	
  fooled.	
  	
  
Technology	
  is	
  not	
  collaboraSon.	
  
What	
  to	
  do	
  when	
  things	
  go	
  
wrong?	
  
@ahaval	
  #NowWhat15	
  
Checklist	
  of	
  how	
  to	
  avoid	
  disaster	
  
1.  IdenSfy	
  the	
  boRleneck(s)	
  
2.  Inform	
  higher	
  ups	
  that	
  Smelines	
  will	
  slip	
  if	
  you	
  keep	
  
repeaSng	
  this	
  disastrous	
  content	
  paRern	
  
3.  Bring	
  in	
  reinforcements	
  (Who	
  can	
  help	
  clean	
  up	
  this	
  mess?)	
  
	
  
@ahaval	
  #NowWhat15	
  
Ask	
  arjul	
  quesSons.	
  
TELL	
  ME	
  WHY…	
  
I’M	
  WONDERING	
  ABOUT…	
  
HELP	
  ME	
  UNDERSTAND…	
  
Thank	
  you!	
  
Ahava	
  Leibtag	
  
Aha	
  Media	
  Group	
  
www.ahamediagroup.com	
  
ahavaL	
  
Linkedin	
  
Facebook	
  
	
  

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