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LavaCon 2013 selling your content strategy
The document discusses how to sell a content strategy to executives by building an effective story. It recommends defining key elements like the setting, characters, and plot to demonstrate how the content strategy addresses business objectives and problems. Specific metrics and a real-world example should be used to show the ROI of the content strategy approach. Building an compelling story in this way can help justify initiatives and gain approval from decision-makers.
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LavaCon 2013 selling your content strategy
- 1. Selling your ContentStrategy to Executives Steve Walker, Experis @_SteveWalker #BuildContentStory @LavaCon
- 2. About the Speaker @_SteveWalker www.ExperisSpark.com LinkedIn:SteveWalker Steve.walker@Experis.com @_SteveWalker #BuildContentStory @LavaCon
- 3. Topic Review Content iseverywhere, in every company, but not every executive sees the financial benefit. In this session, we’ll use story-building techniques to market your content strategy to the Executives and prove how a well-developed business plan with a story equals a bigger budget. @_SteveWalker #BuildContentStory @LavaCon
- 4. Problem Statement How towe position/defend/justify our content strategy work? How do we get our initiatives approved? @_SteveWalker #BuildContentStory @LavaCon
- 5. Real World Challenges Weneed to refresh our Document Mgmt strategy. We need to improve the quality of X. We need to reduce the time it takes to find our materials. @_SteveWalker #BuildContentStory @LavaCon
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- 7. Concepts to Explore •Baseline Definitions • “The Content Value” proposition • Who cares about what? • Content Arguments • Building your story @_SteveWalker #BuildContentStory @LavaCon
- 8. Building Your Story Lookfor the Tag Look for the Tag Characters Setting Plot Script @_SteveWalker #BuildContentStory @LavaCon
- 9. Definitions Content Characters Characters Content is anorganizational information-based asset that is used to support a business objective. This asset can consist of both formal formats (including documents, images, rich media, etc) and informal formats (including collaboration sources, social media, etc). @_SteveWalker #BuildContentStory @LavaCon
- 10. Definitions Executive Characters Characters Individual who isresponsible for implementation/buying decision. Normally has direct connection to the business pain. @_SteveWalker #BuildContentStory @LavaCon
- 11. Definitions Content Strategy Characters Characters Global contentstrategy is the identification of how content can be created, managed, and delivered in a manner to support business objectives. Every organization has business objectives that involve the creation, management, and delivery of content. A global content strategy supports these objectives See more at: http://experisspark.com/#sthash.Kf8Qq4WI.dpuf @_SteveWalker #BuildContentStory @LavaCon
- 12. Definitions Characters Characters Content Strategy Results • Authoringprocess improvements • Content Creation • Technology recommendations • Content Outsourcing • Campaign creation • Localization process management • Campaign management • CMS setup/configuration • DAM strategy • Glossary creation • Sentiment Analysis • Taxonomy/IA management • Enterprise Search • Content Curation • What ever is next….. @_SteveWalker #BuildContentStory @LavaCon
- 13. “The Content Value”proposition • Why is our “Content” important? – – – – Setting Setting Improves our delivery of our product Critical in the sales process Improves customer service Our customers, prospects, and employees are working with our content. Many opportunities to define our cast of characters. @_SteveWalker #BuildContentStory @LavaCon
- 14. Who cares aboutwhat? Setting Setting •• Revenue/Profit Growth Revenue/Profit Growth •• Shareholder equity Shareholder equity •• Revenue/Profit Growth Revenue/Profit Growth •• Cost Reduction Cost Reduction •• Operational Efficiency Operational Efficiency •• AA“Need” “Need” •• Delivery objective Delivery objective @_SteveWalker #BuildContentStory @LavaCon
- 15. Content measurements Plot Plot • Toolsto quantify investment – – – – Cost of Litigation Cost of content production Time to Market Cost of localization spend @_SteveWalker #BuildContentStory @LavaCon
- 16. Content measurements Plot Plot • Toolsto build your plot – Objective mapping – Cost compared to broader objective – Normal 3 year ROI @_SteveWalker #BuildContentStory @LavaCon
- 17. Real World Example Fortune100 Industry – Hardware/Services @Speaker Hashtag @LavaCon
- 18. Building your Story @_SteveWalker#BuildContentStory @LavaCon
- 19. Building your Story @_SteveWalker#BuildContentStory @LavaCon
- 20. Building your Story •Examine Setting – What is the actual business objective? – What other business events are impacting the story? – What is your normal business cycle? @_SteveWalker #BuildContentStory @LavaCon
- 21. Building your Story •Define Characters – Who is your decision maker? – Who actual has the business pain? – Is it a pain or need? @_SteveWalker #BuildContentStory @LavaCon
- 22. Building your Story •Define Plot – How does the content work specifically impact the objective? – What are the content value drivers? – What is the true ROI? @_SteveWalker #BuildContentStory @LavaCon
- 23. Building your Story •Editorial Review/Deliver story – Make your case to your Executive – Gain additional support – Expect revisions @_SteveWalker #BuildContentStory @LavaCon
- 24. Real World Example Fortune100 Industry – Hardware/Services @_SteveWalker #BuildContentStory @LavaCon
- 25. Building your Story @_SteveWalker#BuildContentStory @LavaCon
- 26. Problem/Solution Recap How towe position/defend/justify our content strategy work? How do we get our initiatives approved? @_SteveWalker #BuildContentStory @LavaCon
- 27. About Speaker Steve Walker,Senior Director Global Content Solutions Practice - Experis •20 years in Content related disciplines •Responsible for Content related Services profile for Experis and implementation of all content related projects •Specific focus in the maturation in the Enterprise Content Management arena. •Background includes - Enterprise Data Flow, User Experience, Web Content Management, Collaborative Technologies, Language Services, Knowledge Management, Web 2.0, Social Consulting, and other business disciplines. @_SteveWalker #BuildContentStory @LavaCon
- 28. Experis • $23B organization •National coverage • Dedicated Global Content Solutions practice • Blend of content and technology • Top 10 provider of Globalization Services @_SteveWalker #BuildContentStory @LavaCon
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