This document discusses the importance of leadership in content strategy. It emphasizes that content strategists must advocate for end users and stakeholders while influencing people they do not have authority over using diplomacy. The secret to effective content strategy is leadership - content strategists must stop waiting for permission and start leading by confronting the status quo and overcoming resistance to change. Leadership requires courage to leave one's comfort zone and ship new strategies.

1. Improv Content Strategy
Georgy Cohen @radiofreegeorgy #hewebne #ne11 3/18/13
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2. Has this ever
happened to you?

3. mad hatter
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4. scream
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5. So. Many. Questions!

6. • Who is this for?
• What are we trying to accomplish?
• What content is needed to reach these people
and achieve these goals?
• What is the state of preexisting content (if
any)? 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 the
effectiveness of this effort going forward?
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7. tl;dr

8. Porsche
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9. Flamng wreck
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10. #headdesk

11. Do the Right Thing
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12. I don’t want your life.
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13. Mox
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14. *deep breaths*

15. Bugs in Albuquerue / signpost
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16. I was up above it...
Now I’m down in it.
Trent reznor
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17. (BRB, crying
at my desk)

18. 18

19. 19

20. Red pill / blue bill - honesty about the project
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21. Synchronize swatches
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22. Hippo
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23. Mighty mouse
Here I come
to save the day!
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24. Get support from a
champion, if you can.

25. Be decisive.

26. Be selective.

27. Progress over
perfection.

28. Delegate.

29. Be resourceful.

30. Schedule a
post-mortem.

31. Live for Day 2.

32. L E R
THE SECRET TO
P
CONTENTO ISTRATEGY
S R !
T .
A L E
IS LEADERSHIP

33. THE SECRET TO
CONTENT STRATEGY
IS LEADERSHIP.

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/
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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/
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36. Thank you!
Mighty mouse
@radiofreegeorgy meetcontent.com
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