The document discusses challenges that organizations face with content and strategies to overcome them. It outlines common pain points such as lack of buy-in from senior leadership, treating content as an afterthought, and pressure to generate immediate leads. It then presents five strategies to improve an organization's content: 1) Quantify the ROI and costs of content, 2) Promote content successes internally, 3) Encourage competition amongst employees, 4) Lead by example, and 5) Get more people involved in content creation and promotion. The overall message is that content needs to be approached strategically in order to overcome common barriers and improve an organization's digital presence.

1. I’m sorry I haven’t a clue...
Clever ways to get more from
colleagues who don’t get content
A speech by Catherine Toole
@catherinetoole
@stickycontent
#B2BConf

2. S…tiwckityh Cthoenstee npte doopeles this…

3. You can redesign a home page. You can
buy a new CMS. But unless you treat your
content with strategic consideration,
you can’t fix your website. It’s a pain
point everyone shares and content
strategy offers relief.
From Content Strategy for the Web by
Kristina Halvorson & Melissa Rach
‘
‘

4. The Content Strategy quad
People
components
© Brain Traffic 2011
Content
components
Core
strategy

5. “Supplying content is not a
priority for people, not our culture”
“Content is an afterthought”
“There is huge resistance to
change – We’ve always done it
this way”
“Resource (it’s no one’s job)”
“We haven’t really defined our
key audiences”
“Politics: people want control of
their content”
“We can’t get senior buy-in”
“We do content on demand“
“People ignore our guidelines“
“We can’t seem to communicate the
ROI of better content”
“We’ve got a print-first mentality”
“There’s pressure to generate
immediate leads“
“They want to push messages the
users aren’t interested in”
“Stakeholders make changes to
content which makes it crap”
Pain points

6. Pain points
“We can’t get senior buy-in”
“We do content on demand“
“People ignore our guidelines“
“We can’t seem to communicate the ROI of better
content”
“There’s pressure to generate immediate leads“
“They want to push messages the users aren’t
interested in”
“Stakeholders make changes to content which
makes it crap”
“Supplying content is not a priority for people, not
our culture”
“Content is an afterthought”
“There is huge resistance to change – We’ve always
done it this way”
“Resource (it’s no one’s job)”
“Politics: people want control of their content”
“We haven’t really defined our key audiences”
“We’ve got a print-first mentality”

7. Publishing thrives on a
hierarchical structure –
what the most senior editor
says goes. Create great
content and they hold the
front page: disappoint and
you’re cut, no argument. ‘
‘
©PA Images

8. What we often do in digital is
publish within the corporate
structure. So what the most
senior stakeholder says goes.
Even if they’ve the editorial
ability of a sock puppet.
It’s doomed. ‘
‘
©PA Images

11. 1. Go boffin
©PA Images

12. Do you know the ‘I’ of your ROI?
Count the costs

13. A Harvard Business School survey revealed
that if you lower the effort a customer
has to make to get help, 83 per cent will
increase their spend with you.
Show the savings

14. Autoglass

15. Ensure you educate people in what true
love really looks like. A is easy.
Prospects who kneejerk-share stuff they’ve
barely read, without adding commentary,
are not necessarily that into you.
Pop the right question

16. Dr R.I. Singh of the University of Alberta
found that when people read complex
information on an iPhone-sized screen, their
comprehension levels drop to 48 per cent
of their desktop scores.
Bring in the brainiacs

17. A significant content cost that often gets
overlooked is maintenance.
How much is it costing you to keep your
content current, correct, compliant and
not embarrassingly out-of-date?
Keep it evergreen

18. What’s the cost of doing nothing?
According to HubSpot, companies with
101-200 pages of content generate
2.5 times more leads than those with
50 or fewer.
©PA Images

19. 2. Shout about it
©PA Images

20. Take a tip from one of our clients
and circulate a weekly ‘boast post’ to
keep everyone up to speed on your
latest content successes.
Show off

21. Demand trial by combat
Credit: www://gameofthrones.wikia.com/wiki/Title_sequence

22. + 24%

23. 3. Get competitive
©PA Images

24. “Employees who report receiving
recognition and praise within the last seven
days show increased productivity,
get higher scores from customers
and have better safety records.
They're just more engaged at work.”
Compete internally…
Tom Rath,
Strengthsfinder 2.0

25. …compete externally

26. 4. Lead by example
©PA Images

27. “The one exclusive sign of thorough
knowledge is the power to teach”
Aristotle
Those who can, teach

28. There might be a language barrier between
you and senior management. You say ‘copy
optimisation’, they think ‘new photocopier’.
Mock it up

29. Show, don’t tell

30. 5. Let everyone in on it
©PA Images

31. Seek out content influencers.
Somewhere in that crowded canteen are
people who blog, tweet, pin and post –
but not necessarily about work.
Seriously, you’re Guido Fawkes?

32. Reduce, re-use, recycle

33. “I’m not creative”
“I’m too busy for this”
Everyone can amplify

34. Ideas are your currency
©PA Images

36. Embrace risk

39. @catherinetoole
@stickycontent
#B2BConf
Want more help building your business
case for content?
Come and see us at stand 5 to receive our
free, exclusive ebook
Contact us: emailus@stickycontent.com
Visit www.stickycontent.com