How Not to Let Content Set your Hair on Fire

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1) The document discusses how to effectively manage content creation and strategy. It provides tips for setting up teams for success. 2) It recommends clarifying roles and responsibilities for all those involved in content production, including content strategists, writers, editors, and legal and executive approvers. It also stresses the importance of identifying a content scheduler. 3) Regular meetings just about content are advised to discuss templates, character counts, and calls to action, as well as establishing realistic timelines for editing and approvals.

Marketing

How Not to Let Content
Set your Hair on Fire
AHAVA LEIBTAG
PRESIDENT
AHA MEDIA GROUP

• 122.4 miles
• 13 rest stops
@AHAVAL #DPM2014 4

Content is like a rest area.
@AHAVAL #DPM2014 6

Karen McGrane
“The 11th Hour Sh**tstorm”
@AHAVAL #DPM2014 9

When thinking about content
What do I need on the:
•People
• Process
• Technology
Side of things to be considered successful?
@AHAVAL #DPM2014 13

TODAY: Set up for success
1. Pick the right type of content strategist or professional
2. Define clear roles and responsibilities
3. Identify a scheduler
4. Weekly meetings about content ONLY
5. SHOW editing & approval timelines
6. Define collaboration; not technology
7. Get in the same space
8. Checklist when things go wrong
@AHAVAL #DPM2014 14

#1: Pick the right type of content
strategist or professional
@AHAVAL #DPM2014 18

What business problem are you trying
to solve?
•Messages
•Formats: Text, audio, video and visual
•Delivery
•Navigation
•Usability
@AHAVAL #DPM2014 19

#2: Clarify roles and responsibilities
@AHAVAL #DPM2014 21

Who is in charge?
•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 sources your material?
• Who writes it?
• Who edits it?
• Who approves it?
• Who gives legal approval? (In highly regulated industries?)
• Who gives executive approval?
•Who quality assures the content once it is up?
@AHAVAL #DPM2014 22

#3: Identify a scheduler
@AHAVAL #DPM2014 23

#4: Separate meetings about content
Content is a separate entity in a project. Treat it like that.
Discuss:
• Templates
• Character counts
• Calls to action
• “The No Man’s Land of Content Development”
@AHAVAL #DPM2014 29

#5: SHOW editing & approval
timelines
@AHAVAL #DPM2014 33

Make sure you start the clock properly
@AHAVAL #DPM2014
36

Establish
Content
Governance
Content
Analysis
Content
Creation
Establishing
workflows
Content
Planning
• Persona Development
•Messaging Architecture
• Identity Pillar
Identification
@AHAVAL #DPM2014 37
Build OR
clarify the
business
case
Content
Auditing
Discovery
YOU ARE
HERE

#6: Define collaboration; not
technology
@AHAVAL #DPM2014 39

Don’t be fooled:
Technology is not collaboration.
@AHAVAL #DPM2014 40

#7: Get in the same space
When in doubt:
•Pick up the phone
•Don’t be a stranger
•Don’t guess
@AHAVAL #DPM2014 41

When things start to
go bad?
@AHAVAL #DPM2014 43

Checklist of how to avoid disaster
1. Identify the bottleneck(s)
2. Hold an emergency “yellow light” meeting
3. Inform higher ups that timelines will slip if you keep repeating this disastrous content
pattern
4. Bring in reinforcements (Who can help clean up this mess?)
@AHAVAL #DPM2014 45

Ask artful
questions
@AHAVAL #DPM2014 46

I’M WONDERING
ABOUT…
@AHAVAL #DPM2014 48

www.thedigitalcrown.com
@AHAVAL #DPM2014 51

Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
THANK YOU!
@AHAVAL #DPM2014
52

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How Not to Let Content Set your Hair on Fire

1. How Not to Let Content Set your Hair on Fire AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP

2. @ahavaL #dpm2014 @AHAVAL #DPM2014 2

3. @AHAVAL #DPM2014 3

4. • 122.4 miles • 13 rest stops @AHAVAL #DPM2014 4

5. @AHAVAL #DPM2014 5

6. Content is like a rest area. @AHAVAL #DPM2014 6

7. @AHAVAL #DPM2014 7

8. @AHAVAL #DPM2014 8

9. Karen McGrane “The 11th Hour Sh**tstorm” @AHAVAL #DPM2014 9

10. @AHAVAL #DPM2014 10

11. SAVE YOURSELVES! @AHAVAL #DPM2014 11

12. @AHAVAL #DPM2014 12

13. When thinking about content What do I need on the: •People • Process • Technology Side of things to be considered successful? @AHAVAL #DPM2014 13

14. TODAY: Set up for success 1. Pick the right type of content strategist or professional 2. Define clear roles and responsibilities 3. Identify a scheduler 4. Weekly meetings about content ONLY 5. SHOW editing & approval timelines 6. Define collaboration; not technology 7. Get in the same space 8. Checklist when things go wrong @AHAVAL #DPM2014 14

15. People @AHAVAL #DPM2014 15

16. @AHAVAL #DPM2014 16

17. @AHAVAL #DPM2014 17

18. #1: Pick the right type of content strategist or professional @AHAVAL #DPM2014 18

19. What business problem are you trying to solve? •Messages •Formats: Text, audio, video and visual •Delivery •Navigation •Usability @AHAVAL #DPM2014 19

20. Content Strategists & Writers EDITORIAL & BRAND STRATEGY •Writing •Style guides •Voice and tone •Character limits •Brand strategy TECHNICAL •DITA •XML •Metadata •Structured content •Adaptive content @AHAVAL #DPM2014 20

21. #2: Clarify roles and responsibilities @AHAVAL #DPM2014 21

22. Who is in charge? •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 sources your material? • Who writes it? • Who edits it? • Who approves it? • Who gives legal approval? (In highly regulated industries?) • Who gives executive approval? •Who quality assures the content once it is up? @AHAVAL #DPM2014 22

23. #3: Identify a scheduler @AHAVAL #DPM2014 23

24. @AHAVAL #DPM2014 24

25. @AHAVAL #DPM2014 25

26. @AHAVAL #DPM2014 26

27. @AHAVAL #DPM2014 27

28. Process @AHAVAL #DPM2014 28

29. #4: Separate meetings about content Content is a separate entity in a project. Treat it like that. Discuss: • Templates • Character counts • Calls to action • “The No Man’s Land of Content Development” @AHAVAL #DPM2014 29

30. @AHAVAL #DPM2014 30

31. @AHAVAL #DPM2014 31

32. @AHAVAL #DPM2014 32

33. #5: SHOW editing & approval timelines @AHAVAL #DPM2014 33

34. @AHAVAL #DPM2014 34

35. @AHAVAL #DPM2014 35

36. Make sure you start the clock properly @AHAVAL #DPM2014 36

37. Establish Content Governance Content Analysis Content Creation Establishing workflows Content Planning • Persona Development •Messaging Architecture • Identity Pillar Identification @AHAVAL #DPM2014 37 Build OR clarify the business case Content Auditing Discovery YOU ARE HERE

38. Technology @AHAVAL #DPM2014 38

39. #6: Define collaboration; not technology @AHAVAL #DPM2014 39

40. Don’t be fooled: Technology is not collaboration. @AHAVAL #DPM2014 40

41. #7: Get in the same space When in doubt: •Pick up the phone •Don’t be a stranger •Don’t guess @AHAVAL #DPM2014 41

42. @AHAVAL #DPM2014 42

43. When things start to go bad? @AHAVAL #DPM2014 43

44. @AHAVAL #DPM2014 44

45. Checklist of how to avoid disaster 1. Identify the bottleneck(s) 2. Hold an emergency “yellow light” meeting 3. Inform higher ups that timelines will slip if you keep repeating this disastrous content pattern 4. Bring in reinforcements (Who can help clean up this mess?) @AHAVAL #DPM2014 45

46. Ask artful questions @AHAVAL #DPM2014 46

47. TELL ME WHY… @AHAVAL #DPM2014 47

48. I’M WONDERING ABOUT… @AHAVAL #DPM2014 48

49. HELP ME UNDERSTAND… @AHAVAL #DPM2014 49

50. WTF???? @AHAVAL #DPM2014 50

51. www.thedigitalcrown.com @AHAVAL #DPM2014 51

52. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag THANK YOU! @AHAVAL #DPM2014 52

Editor's Notes

Focused and a priority We took 9 months 5 would have been perfect

How Not to Let Content Set your Hair on Fire

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Editor's Notes