What holds brands back from creating engaging, effective content typically isn’t talent, but rather a complex cobweb of rules, regulations and business processes that get in the way. The best content marketing brands embrace a “culture of content.” They have a collaborative spirit. Leaders know how to articulate visions. Messaging foundations are documented. Approvals are swift and nimble. And creative professionals have the resources they need to execute engaging content in real time.

1. Culture of Content:
Bridging the Gap Between Content
Leadership and Creative Execution
Andrea Goulet Ford
@andreagoulet #LavaCon

2. Which business
department is
responsible for
CONTENT?
@andreagoulet #lavacon

3. Content is a
___m_a_rke_t_in_g___ issue.
@andreagoulet #lavacon

4. Content is a
_u_ser_ _exp_e_ri_enc_e_ issue.
@andreagoulet #lavacon

5. Content is a
_cus_t_om_e_r_ s_e_rvice_ issue.
@andreagoulet #lavacon

6. Content is a
_____le_g_al ____ issue.
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7. Content is an
ENTERPRISE issue.
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8. GREAT CONTENT HAPPENS WHEN:
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9. GREAT CONTENT HAPPENS WHEN:
Leaders share a clear vision
@andreagoulet #lavacon

10. GREAT CONTENT HAPPENS WHEN:
Leaders share a clear vision
Managers act as ambassadors
@andreagoulet #lavacon

11. GREAT CONTENT HAPPENS WHEN:
Leaders share a clear vision
Managers act as ambassadors
Producers are supported
@andreagoulet #lavacon

12. GREAT CONTENT HAPPENS WHEN:
Leaders share a clear vision
Managers act as ambassadors
Producers are supported
Supporters are producing
@andreagoulet #lavacon

13. GREAT CONTENT HAPPENS WHEN:
Your organization
embraces a
culture of content
@andreagoulet #lavacon

14. HOW DO YOU BUILD A
CULTURE OF CONTENT?
PEOPLE PROSE PROCESS
@andreagoulet #lavacon

15. PEOPLE
The way people interact with
content impacts team dynamics.
@andreagoulet #lavacon

16. CONTENT PERSONALITIES
?
@andreagoulet #lavacon

17. @andreagoulet #lavacon
ARTIST
PROS CONS
• produces engaging content
• has a clear vision
• inspires others
• understands content value
• trouble delegating
• becomes bottleneck
• difficult to manage
• resistant to structure

18. ADMINISTRATOR
PROS CONS
@andreagoulet #lavacon
• time management masters
• detail-oriented
• provides structure and
process
• organized and punctual
• potential micromanager
• difficulty thinking
“outside the box”
• content often unoriginal
• sticks to rules, even
when ineffective

19. ANALYST
PROS CONS
@andreagoulet #lavacon
• data wizards
• understands complex topics
• often seen as credible
• gleans insights to produce
better content
• can have difficulty
putting data into context
• may not try new things
• tries to “game” or “hack”
• prone to using jargon

20. ABSENTEE
?
PROS CONS
@andreagoulet #lavacon
• gives creative flexibility
• unhindered by failure
• encourages new ideas
• allows room for growth
• result doesn’t match vision
• unaware of effort required
• lack of support = frustration
• responds too late

21. WHICH ONE
ARE YOU?
@andreagoulet #lavacon ?

22. WHICH ONE
ARE YOU?
teammates?
@andreagoulet #lavacon ?
clients?
boss?

23. PROSE
Content is more than digital. It’s
any piece of communication,
regardless of channel, that’s
created with a purpose.
@andreagoulet #lavacon

24. PROSE
customer service
@andreagoulet #lavacon
marketing
sales
legal
operations
finance
HR
UX
recruiting

25. PROSE
customer service
@andreagoulet #lavacon
marketing
sales
legal
operations
finance
HR
UX
recruiting

26. Empathize
put yourself in their shoes
Acknowledge
show you understand
Rectify
make it right
@andreagoulet #lavacon

27. @andreagoulet #lavacon
Empathize
put yourself in their shoes
We are sorry to learn that…
becomes
I know how frustrating it is to…

28. Acknowledge
show you understand
The road to customer attrition
is paved with empty apologies.
@andreagoulet #lavacon

29. @andreagoulet #lavacon
Rectify
make it right
Empower agents to take action.

30. Think of a current
@andreagoulet #lavacon
situation.
!
How can you apply
the EAR method?

31. PROCESS
Systems designed for the
creation, approval, and
publication of content can be a
competitive advantage.
@andreagoulet #lavacon

32. PROCESS
@andreagoulet #lavacon

33. PROCESS
“Marketers must be organized for
nimbleness with clear rules of the road and
escalation procedures with your agencies,
internal PR and legal. You also need the
flexibility to reallocate resources on the fly.”
-Brian Weiner, CEO 360i
@andreagoulet #lavacon

34. PROCESS
Content is the circulatory system
of an organization, where process
acts like arteries and veins. One
small kink in the process can have
devastating effects to the system.
@andreagoulet #lavacon

35. Think of a current
@andreagoulet #lavacon
situation.
!
Where are the kinks
in your process?

36. cultureofcontent.com
@andreagoulet #lavacon