(updated Nov. 2014) Your content can't succeed unless your people are aligned. Here's how to manage organizational politics and change culture to let content help audiences meet their needs and help the organization meet its goals.
How content strategy can solve business challenges, communicating the value of content strategy, the culture changes needed in order to create content strategically, and some potential approaches for getting executive buy-in
The goals of this session were to understand what content strategy is and how to get started, to learn how to make content strategy part of the organization's communications, and to prepare content to be found and used anywhere, on any device.
Organizations produce a lot of content and publishes it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help an audience achieve its goals? This session covered the steps involved in creating an effective content strategy, and how to incorporate content strategy tactics and processes into current work The workshop included hands-on exercises, providing participants with tools they could use right away at work.
If your organization is online, you need to have and use a content strategy. This presentation outlines what content strategy is and what content strategists do.
Compelling content needs a strategy, and content strategy needs governance in order for it to "stick." Learn about content governance and the opportunities and challenges it presents for organizations. Guest lecture for University of Washington content strategy course
A content strategy helps associations transform everything they do into relevant, meaningful, and useful tools and resources for their members. Content strategy is a disciplined way to bring out the value of the association's work, leading to more member participation, higher renewal rate, and greater understanding of the association's value to members. Presentation at the 2014 ESSAE Annual Meeting for NY State association executives
Associations and nonprofit organizations produce a lot of content and publish it across multiple channels, but does it serve a purpose? Does it help meet strategic goals, increase customer value, or help members grow in their professions? This presentation covers how to create a content strategy that works, as well as how to incorporate content strategy tactics and processes immediately.
Presentation by @carriehd, @dinalew, and me at the Association Media & Publishing 2015 Annual Meeting
Hands-on workshop led by Carrie Hane Dennison; Dina Lewis, CAE; and Hilary Marsh geared toward teaching participants to plan, create, and manage content to be found and used anywhere, on any device.
Organizations produce a lot of content and publish it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help the audience achieve their goals? With a content strategy, teams can:
articulate what content should be published and why
assess the content that exists already
create smart, actionable content in the future
This workshop covered the steps involved in creating a content strategy that works, and how to incorporate content strategy tactics and processes today.
With small group exercises and real-life examples and stories, participants left with ready-to-use ideas.
How content strategy can solve business challenges, communicating the value of content strategy, the culture changes needed in order to create content strategically, and some potential approaches for getting executive buy-in
The goals of this session were to understand what content strategy is and how to get started, to learn how to make content strategy part of the organization's communications, and to prepare content to be found and used anywhere, on any device.
Organizations produce a lot of content and publishes it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help an audience achieve its goals? This session covered the steps involved in creating an effective content strategy, and how to incorporate content strategy tactics and processes into current work The workshop included hands-on exercises, providing participants with tools they could use right away at work.
If your organization is online, you need to have and use a content strategy. This presentation outlines what content strategy is and what content strategists do.
Compelling content needs a strategy, and content strategy needs governance in order for it to "stick." Learn about content governance and the opportunities and challenges it presents for organizations. Guest lecture for University of Washington content strategy course
A content strategy helps associations transform everything they do into relevant, meaningful, and useful tools and resources for their members. Content strategy is a disciplined way to bring out the value of the association's work, leading to more member participation, higher renewal rate, and greater understanding of the association's value to members. Presentation at the 2014 ESSAE Annual Meeting for NY State association executives
Associations and nonprofit organizations produce a lot of content and publish it across multiple channels, but does it serve a purpose? Does it help meet strategic goals, increase customer value, or help members grow in their professions? This presentation covers how to create a content strategy that works, as well as how to incorporate content strategy tactics and processes immediately.
Presentation by @carriehd, @dinalew, and me at the Association Media & Publishing 2015 Annual Meeting
Hands-on workshop led by Carrie Hane Dennison; Dina Lewis, CAE; and Hilary Marsh geared toward teaching participants to plan, create, and manage content to be found and used anywhere, on any device.
Organizations produce a lot of content and publish it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help the audience achieve their goals? With a content strategy, teams can:
articulate what content should be published and why
assess the content that exists already
create smart, actionable content in the future
This workshop covered the steps involved in creating a content strategy that works, and how to incorporate content strategy tactics and processes today.
With small group exercises and real-life examples and stories, participants left with ready-to-use ideas.
Internal web teams often encounter organizational politics that prevent their content and their digital efforts from succeeding. This presentation covers why politics exist, as well as many real-life stories for how to manage and overcome them to ensure that digital efforts succeed.
As content professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate.
Drawing from her experience as a “content therapist,” Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web.
Bare Bones Content Strategy: How to Create a Sustainable Governance PlanRick Allen
As content professionals, we strive for clear, concise communication on the web. We cut clutter, hone our message, and plan for purposeful content.
Just like our content should be straightforward, so should our plan for making content happen. “Simple” is understandable and manageable. “Complex” is confusing and time-consuming. We need to take the right steps, not every step. We need to use the right tools, not every tool.
Ongoing content strategy requires cultural support for governance with buy-in from the top and bottom of our org chart. This means creating a content plan people understand, with straightforward tools and training people can use in their everyday work. Content strategy is complex. It’s our job to simplify it.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
Training: The Missing Element of Content GovernanceRick Allen
When we think about content governance, we tend to consider roles, responsibilities, workflow, and documentation. But there’s an element to content governance that is equally important and often overlooked: training.
Fundamentally, content governance requires educating everyone involved in the publishing process—including content planning, creation, editing, publishing, and measurement. All this while considering numerous publishing channels and communication goals. To be successful, content relies on a cultural support for governance with active sharing and learning.
Building a content governance culture means we all need to be teachers—and students.
• Learn to assess content governance readiness, including existing expertise and knowledge gaps.
• Find out how to strengthen your content governance plan by making good use of staff resources.
• See how to create a scalable content governance training model.
• Discover how to foster a content culture and empower content contributors to do great work.
We get it. Our website is a process, not a project. Without a content plan redesign projects are just short-term fixes. We need content governance. But where does the process start? In this session, learn how to plan for content governance—managing content roles, responsibilities, processes, documentation, tools and training. Create a sustainable content plan stakeholders can buy into and a website that can survive day two of your website redesign launch.
Defining Our Profession, Defining Ourselves at CSForum14Margot Bloomstein
Content strategy is continuing to evolve as a discipline. Our evolution makes sense: we work with evolving technologies to enable communication in platforms and channels that didn't even exist when we first started using the term. But as our discipline evolves, so too do the strengths individual practitioners offer and our clients expect, all under the label "content strategy." Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? We do so much research, monitor, and understand our users. Now, let's draw on similar data about ourselves. Together, let's explore how we grow and promote our capabilities and the many ways we can help our colleagues, collaborators, and clients.
Presented at Content Strategy Forum, #csforum14, in Frankfurt, Germany, on July 2, 2014.
You need to know why you're publishing content -- how it meets your users' needs and satisfies your business goals. Once you know this, you can determine how well the content is achieving its objectives, and identify how to improve it.
- 2015 Content Marketing World keynote presentation -
As we gather to celebrate the amazing opportunities content marketing provides us, it’s important to face head-on the challenges it poses. With all the time and energy content strategy requires, it’s sometimes easy to lose sight of our #1 responsibility as marketers: to satisfy the customer. How can we ensure our content is helping—and not harming—our cause?
You’ll learn:
- What committing to content marketing really looks like
- How content strategy can save your sanity
- How successful content-centric organizations are evolving
- What “content success” means to our customers
A content strategy case study: Where we started, what we did, what we found, lessons learned. With a strong, solid foundation of knowledge, creating sustainable guidelines comes together more smoothly and easily
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
Content types – the patterns of content in an organization's digital presence – are an essential building block for any effective redesign. However, content strategists, user experience designers, and visual designers have very different understandings of what "content type" means. By coming to a common understanding, these experts can work together to craft a smart, sustainable online presence. There are several purposes for identifying the types of content on a website:
- Identifying content models, which enable better presentation on multiple devices and power dynamically created collections
- Enabling rules for content creation, review, promotion, and expiration
- Making it easier for content creators to choose effective metadata
Technologists and content management systems tend to define content types very broadly, considering them equivalent to templates. Visual designers und user experience designers often define content types in terms of various elements and their size and relation to one another. Content strategists think about what the content is about, what its business rules need to be, and how it is surfaced.
Bringing these perspectives together ensures the most robust definition, conception, and execution of content types. This presentation looks at lots of examples of content types and identifies how they would best work in different environments and for different purposes.
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Content Governance: Planning for success throughout the content life cycleChris Mickens
Content governance allows organizations to determine priorities, assign responsibility, and establish detailed guidelines for creating and managing consistent, high quality web content. Sure, it’s not the sexiest thing in the world, but a well thought out content governance plan provides a solid foundation for achieving short and long-term content goals while maintaining a smooth editorial workflow.
This presentation will examine how a content governance plan provides guidance at every stage of the content life cycle including:
Planning
Development
Revision
Distribution
Management and Archiving
We’ll wrap up with a look at some useful Drupal modules and WordPress plugins that help streamline the content management workflow.
Web Content Strategy for Nonprofits -- ADRP 2014Caryn Stein
Presented on 9/17/2014 at Association for Donor Relations Professionals 2014 International Conference
In a world where your supporters may see hundreds of messages a day, how can your cause stand out? Presenting your knowledge and stories with a goal in mind will help you attract supporters, inspire giving, and retain donors. In this session, you'll learn:
-- What is content marketing/content strategy and how can nonprofits leverage these ideas for social impact
-- How to determine the right kind of content to help you spread your message
-- The right and wrong way to create and distribute your content
Content marketing is all the rage in both for-profit and nonprofit sectors, but how do you effectively leverage your information, expertise, and communication channels to attract and keep supporters? Learn how to imagine, plan, create, and distribute your content to help you take your mission further.
Internal web teams often encounter organizational politics that prevent their content and their digital efforts from succeeding. This presentation covers why politics exist, as well as many real-life stories for how to manage and overcome them to ensure that digital efforts succeed.
As content professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate.
Drawing from her experience as a “content therapist,” Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web.
Bare Bones Content Strategy: How to Create a Sustainable Governance PlanRick Allen
As content professionals, we strive for clear, concise communication on the web. We cut clutter, hone our message, and plan for purposeful content.
Just like our content should be straightforward, so should our plan for making content happen. “Simple” is understandable and manageable. “Complex” is confusing and time-consuming. We need to take the right steps, not every step. We need to use the right tools, not every tool.
Ongoing content strategy requires cultural support for governance with buy-in from the top and bottom of our org chart. This means creating a content plan people understand, with straightforward tools and training people can use in their everyday work. Content strategy is complex. It’s our job to simplify it.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
Training: The Missing Element of Content GovernanceRick Allen
When we think about content governance, we tend to consider roles, responsibilities, workflow, and documentation. But there’s an element to content governance that is equally important and often overlooked: training.
Fundamentally, content governance requires educating everyone involved in the publishing process—including content planning, creation, editing, publishing, and measurement. All this while considering numerous publishing channels and communication goals. To be successful, content relies on a cultural support for governance with active sharing and learning.
Building a content governance culture means we all need to be teachers—and students.
• Learn to assess content governance readiness, including existing expertise and knowledge gaps.
• Find out how to strengthen your content governance plan by making good use of staff resources.
• See how to create a scalable content governance training model.
• Discover how to foster a content culture and empower content contributors to do great work.
We get it. Our website is a process, not a project. Without a content plan redesign projects are just short-term fixes. We need content governance. But where does the process start? In this session, learn how to plan for content governance—managing content roles, responsibilities, processes, documentation, tools and training. Create a sustainable content plan stakeholders can buy into and a website that can survive day two of your website redesign launch.
Defining Our Profession, Defining Ourselves at CSForum14Margot Bloomstein
Content strategy is continuing to evolve as a discipline. Our evolution makes sense: we work with evolving technologies to enable communication in platforms and channels that didn't even exist when we first started using the term. But as our discipline evolves, so too do the strengths individual practitioners offer and our clients expect, all under the label "content strategy." Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? We do so much research, monitor, and understand our users. Now, let's draw on similar data about ourselves. Together, let's explore how we grow and promote our capabilities and the many ways we can help our colleagues, collaborators, and clients.
Presented at Content Strategy Forum, #csforum14, in Frankfurt, Germany, on July 2, 2014.
You need to know why you're publishing content -- how it meets your users' needs and satisfies your business goals. Once you know this, you can determine how well the content is achieving its objectives, and identify how to improve it.
- 2015 Content Marketing World keynote presentation -
As we gather to celebrate the amazing opportunities content marketing provides us, it’s important to face head-on the challenges it poses. With all the time and energy content strategy requires, it’s sometimes easy to lose sight of our #1 responsibility as marketers: to satisfy the customer. How can we ensure our content is helping—and not harming—our cause?
You’ll learn:
- What committing to content marketing really looks like
- How content strategy can save your sanity
- How successful content-centric organizations are evolving
- What “content success” means to our customers
A content strategy case study: Where we started, what we did, what we found, lessons learned. With a strong, solid foundation of knowledge, creating sustainable guidelines comes together more smoothly and easily
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
Content types – the patterns of content in an organization's digital presence – are an essential building block for any effective redesign. However, content strategists, user experience designers, and visual designers have very different understandings of what "content type" means. By coming to a common understanding, these experts can work together to craft a smart, sustainable online presence. There are several purposes for identifying the types of content on a website:
- Identifying content models, which enable better presentation on multiple devices and power dynamically created collections
- Enabling rules for content creation, review, promotion, and expiration
- Making it easier for content creators to choose effective metadata
Technologists and content management systems tend to define content types very broadly, considering them equivalent to templates. Visual designers und user experience designers often define content types in terms of various elements and their size and relation to one another. Content strategists think about what the content is about, what its business rules need to be, and how it is surfaced.
Bringing these perspectives together ensures the most robust definition, conception, and execution of content types. This presentation looks at lots of examples of content types and identifies how they would best work in different environments and for different purposes.
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Content Governance: Planning for success throughout the content life cycleChris Mickens
Content governance allows organizations to determine priorities, assign responsibility, and establish detailed guidelines for creating and managing consistent, high quality web content. Sure, it’s not the sexiest thing in the world, but a well thought out content governance plan provides a solid foundation for achieving short and long-term content goals while maintaining a smooth editorial workflow.
This presentation will examine how a content governance plan provides guidance at every stage of the content life cycle including:
Planning
Development
Revision
Distribution
Management and Archiving
We’ll wrap up with a look at some useful Drupal modules and WordPress plugins that help streamline the content management workflow.
Web Content Strategy for Nonprofits -- ADRP 2014Caryn Stein
Presented on 9/17/2014 at Association for Donor Relations Professionals 2014 International Conference
In a world where your supporters may see hundreds of messages a day, how can your cause stand out? Presenting your knowledge and stories with a goal in mind will help you attract supporters, inspire giving, and retain donors. In this session, you'll learn:
-- What is content marketing/content strategy and how can nonprofits leverage these ideas for social impact
-- How to determine the right kind of content to help you spread your message
-- The right and wrong way to create and distribute your content
Content marketing is all the rage in both for-profit and nonprofit sectors, but how do you effectively leverage your information, expertise, and communication channels to attract and keep supporters? Learn how to imagine, plan, create, and distribute your content to help you take your mission further.
Vortrag am 12.3.2012 zum Thema Contentstrategie und Contentmarketing. Wie, wer, welchen Content, wo und wann?
Kernfragen einer Contentstrategie, KPIs, Strategische Ziele
50 Stats You Need to Know About Content Marketing NewsCred
The 50 most important content marketing statistics that will help you prove the value of content and keep you accountable. To see a full list of the sources please click here: http://blog.newscred.com/article/4d5125444fcd2d72ebd17b282107d742/50-stats-you-need-to-know-about-content-marketing
10 Content strategy visuals that changed the worldSue Davis
Lightning talk slides from London Content Strategy Meetup 26 February 2013. Accompanying video of me talking through it is here: https://togetherlondon.com/talks/meetup/2013-02-26/davis
Why Social Media Chat Bots Are the Future of Communication - DeckJan Rezab
Social media chat bots are the future of communication, if its WhatsApp, Facebook Messenger, Kik, Skype, or Telegram - you can use their bots and bot stores to easily access new services - easier you could ever do it with apps.
Let’s be honest: for most content strategists and other people working with online content, SEO is The Worst Part Of The Job.
It’s hugely technical, it’s shrouded in mystery, it seems to be focused on robots instead of people, there are unspoken rules, everything can turn on a dime, and it never, ever seems to end.
But SEO doesn't have to be this way. It’s time to begin a conversation between these two disciplines – they’re far more alike than you might think. And when they work together on behalf of users and customers, amazing things can happen that will drive your organisation forward.
I can’t promise to change your mind about SEO, but you’ll leave this session understanding how to build the essentials into your work in ways that are simple, make sense, and are pain-free. You’ll see what business impacts and wins for the customer SEO and Content Strategy have had at REI, a major retailer in the US. And you’ll have the vocabulary, understanding and tools that you need to talk with your SEO... or to take it for yourself.
Drive traffic, amaze your visitors, and Win the Internet -- with SEO and Content Strategy working together.
Originally presented at the 2012 Content Strategy Forum in Cape Town, South Africa.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
Ready to sharpen your #copywriting skills? Here are 125 quick tips organized in 14 chapters—from veteran copywriter, creative director, and SlideShare keynote author Barry Feldman.
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNSunfunnel
http://unfunnel.com/facebook-ads-guide
A successful Facebook Ad is made of 2 components: a great design, targeted to the right audience. By analyzing over 100,000 real world ads we’ll show you what’s trending right now.
We not only provide you with the science and data behind a successful Facebook ad, but we also give you actionable best practices and highlight examples of companies doing it right.
Download this guide from Adspresso and HubSpot to learn how to create perfect Facebook ads based on real data on headlines, popular words, numbers and sentiments, and more!
24 Awesome Infographic Ideas to Inspire Your Next Beautiful CreationPiktochart
Infographics are awesome, simply because they can capture and hold our attention so well - if done right. The best part is, there are so many great examples out there that we can draw inspiration from. Here are 24 infographic ideas that you can use to create your next beautiful creation.
WordStream founder, Larry Kim, will reveal the strategies you MUST implement if you want to get 10x MORE VALUE from your paid social media advertising efforts!
Join the webinar to learn:
-How to drive exponentially more traffic to your content
-Tips to convert 3-5x more clicks into leads & sales - all for less than $50 per campaign
-Critical insights into how the algorithm of Paid Social Media REALLY WORKS
How to Create and Use Snapchat's New Custom GeofiltersGary Vaynerchuk
Less than a month ago, Snapchat opened custom on-demand geofilters to everyone. Compared to other mediums, a custom Snapchat Geofilter is a branded impression on steroids.
Here's a guide explaining why this is such a great opportunity for your brand and a step-by-step guide on how to create one yourself. ;)
One of the biggest mistakes businesses make when they first venture into content marketing is a lack of strategy. Often they adopt a 'one-size-fits-all' approach to their content marketing channels only to see their efforts dashed. The truth is what works on social media, does not necessarily work on search, and the reason usually boils down to how your audience uses these channels. Discover to how understanding audience's intent on Search and on Social Media can help you build a holistic content marketing strategy that works.
In this presentation by Daniel Hochuli, you'll learn:
- Why same content published on both search and social media often fails to deliver results.
- How to develop and optimise a content marketing strategy that best suits your digital channels.
- How to intelligently report content marketing success using audience metrics.
How to Plan and Design your Social Business Culture?Tom De Baere
What can small and medium business (SMB) learn from giants such as IBM, Adobe and Dell about becoming a social business?
At first sight learning from these giants seems a crazy idea. SMB’s are different by every means. They have less budget, less employees, and certainly have different problems.
But surprisingly, when looking at how these large companies have become social businesses, there is a lot smaller companies can learn…
Also check out this blog post : http://www.b2bmarketingexperiences.com/2014/11/ibm-adobe-dell-become-social-business-can-smaller-company-learn/
One of the things we'll remember 2012 for will be the raft of social media buzzwords and phrases that came our way. Influencer marketing, neutral point of view, content curation, content marketing, brand journalism... these are just five of the many. Should we give much credence to such words? Do we even know what they mean? And what influence should they have on PR and how we do things?
A quick review of these and other topics will set the scene for a forward look into 2013 to shine a spotlight on what PRs should be paying attention to in the coming year - and how that attention can pay dividends in the leadership role PR ought to assume in the broad business landscape.
Content represents the value that associations produce. Creating, publishing, and managing that content strategically is key to making the organization's value more visible to both existing and prospective members, and will enable the organization to thrive by helping its members succeed. This presentation covers a definition of content strategy, lists the problems content strategy can solve for associations, describes how to address challenges, and lists where to start.
Breaking Down Barriers (to enterprise social) in the Land of DinosaursSusan Hanley
You’ve heard the messages: the future of collaboration is all about enterprise social networks. It’s a future where you’d like to be, of course, but what if you work in a land of stodgy dinosaurs? Your dinosaurs might not find it so easy to let go of past paradigms and make the leap of faith to try something new and different. This presentation showcases several powerful social collaboration success stories from which you can draw insights and presents some proven approaches to break down the barriers that you might encounter.
Facebook Marketing Webinar with Michael LeanderMichael Leander
Presentation from a Markedu webinar about Facebook Marketing.
In the presentation Michael Leander gives his advice on different aspects of Facebook marketing. From getting started to measuring results.
Schmooze- Build and foster your professional networkAiswaria Nair
Forging new professional connections and building your network from the ground up is hard. Schmooze gives you a platform to grow and foster your professional network, right within your workplace.
Overview - Using Social Media In HR & Recruiting - Nov 2012Jennifer McClure
Overview of concepts and best practices for using social media in Human Resources & Recruiting - Jennifer McClure, President & Chief Talent Strategist, Unbridled Talent LLC
Thirst: What Drives Social Media CampaignsMike Johnston
In the first half the 20th century public relations drove consumer perception. And the likes of Edward Bernays – the man who coined the term public relations – manipulated the media to influence consumers with the three great motivators: sex, greed, and fear.
Breaking down barriers_in_the_land_of_dinosaurs_sp_biz_hanley_june_2015Susan Hanley
You’ve heard the messages: the future of collaboration is all about enterprise social networks. It’s a future where you’d like to be, of course, but what if you work in a land of stodgy dinosaurs? Your dinosaurs might not find it so easy to let go of past paradigms and make the leap of faith to try something new and different. This presentation showcases several powerful social collaboration success stories from which you can draw insights and presents some proven approaches to break down the barriers that you might encounter.
5 ways to amplify your content marketing and native advertisingChase McMichael
What's Native Advertising, 5 Ways to Amplify Your Content Marketing VIDEO http://youtu.be/iQBty6NngNg
Presented by Chase McMichael, Co-Founder, InfiniGraph
- Wednesday, October 1, 2:00 ET -
You produce content but...no one reads it? That's a problem. Chase McMichael founded InfiniGraph 4 years ago to help companies get more eyeballs on, and leads from, their content. He has worked with companies like Oracle, Sprint, Chase Manhattan, and Hearst Corp. He has received multiple national marketing and technology awards. And in this webinar he'll teach us how to get more mileage out of our content.
In this webinar you'll learn:
How to amplify your content all the time
On and off domain content amplification
What's native advertising? Scale in context
How to mobilize your content marketing
Web and Social Media Strategies: The Why and How... To Be Awesome (PDF version) presented at the NAADA 2011 Annual Conference in Lubbock, TX in June 2011. Thanks to Shelby Thayer for a few slides on metrics.
Social Media Recruitment: an IntroductionAlex Bond
This is a presentation I gave as a 2 hour learning session introducing social media recruitment strategy. It is not comprehensive it was an introductory session for a broad range of businesses. It gives a good starting point to some of the opportunities within social media recruitment. Again it was a talk so some information was conveyed outside of the slide but its a really good overview especially for SME businesses.
Content is the Fire, Social Media is the GasolineSarah Zink
Social media is a slippery eel. Each platform has its pros and cons, and two seemingly 'identical' businesses will have two entirely different social media strategies.
How do you figure out what platform is best for you? How do you know how best to use each platform?
This slideshow barely touches the tip of the iceberg on what you need to know/is out there to learn about social media - but I think it will give you a good place to start.
Email questions/comments to Sarah at PlaidforWomen dot com.
This is the deck used in The Digital Marketing Workshop at SXSW 2014.
Panelists include:
Blake Robinson, Director, Social Data @Kantar
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect
Margaret Francis, VP, Product @Heroku
Marshal Kirkpatrick, CEO @GetLittleBird
Overview of content strategy: Content is the way our work is manifested in the world, so ensuring that content is effective means looking at the organization's goals, practices, culture, and audience needs.
Your organization invests more than you think in content. Are you using that content most effectively? This presentation contains insights to see your investments more clearly and think creatively about how to make the most of those investments
Empathy-based personas are an incredibly powerful tool organizations can do to make their content -- as well as their programs, products, and services -- more effective. In this presentation, we cover what they are, the results they deliver, and how to create them.
Your organization’s content is an investment in the present…and the future. The organization invests in a LOT of content – not only the webinars and conference sessions that your department produces, but also magazine articles, press releases, maybe research reports, clinical guidelines, industry standards, and more. But is the organization making the most of its content investments? For an event session, why invest in a conference room, A/V, possibly even food and beverage for only the 50 people that were able to attend, when the information covered in that session would be useful to so much more of your target audience?
Learn how to think more strategically about your content as an investment, and how to make the most of it.
Endocrine Society's content strategy, guided by Content Company: How they knew they needed a content strategy, the steps they took to prioritize goals, better understand the audience, and improve the content and presentation, and what the outcomes were.
Why content gets political, and how to use content strategy as a catalyst to drive internal change. Useful techniques for content strategists and subject-matter experts. Delivered at Lavacon 2018
Associations have long produced and published content for their members, their professions, and even the public. In fact, content is how associations show their value. There is more content competition from for-profit companies that often offer content for free. How do you meet that challenge and prove the value of your content? The answer lies in content strategy—a strategic approach to create, publish, manage, and share your content. The ASAE Foundation commissioned a research study to understand how association leaders are navigating the shifting content development and management landscape. Hear how associations are using content strategy to serve members' varied information, advocacy, and professional needs. This presentation shares models to develop or improve your approach to content creation, management, and marketing, and navigate the challenges to adopting good content strategy practices.
--Assess where your organization is on the content strategy adoption roadmap.
--Devise methods to improve your organization’s strategic approach to content.
--Integrate the principles of content strategy into your organization’s member needs, offerings, and culture.
--Prepare for a newly strategic, sustainable approach to effective content.
Content strategy helps associations stay on top of the changing content landscape with effective approaches, tools, and practices. Two of the principal researchers for the ASAE Foundation's “Association Content Strategies in a Changing World” study shared findings from the first phase of their research. More than 600 association executives reported on their challenges and successes for strategically creating and managing content. This session featured examples of how to connect content strategy to organizational strategy and goals, how to effectively staff cross-functional teams, and how publishing user-focused content can translate to membership value.
Content governance is where the “rubber hits the road” for creating better content in a sustainable fashion. The shifts created by content strategy go beyond the web team, IT, and subject-matter experts to touch Human Resources, Legal, and the organization’s senior management. This is key to digital transformation.
In this workshop, participants will explore where they fit on a content governance maturity scale, explore a variety of models, and identify which model will be most successful for their organizations.
This presentation covers what it takes to set up content governance, as well as what is required to maintain and evolve it.
Initial findings from the first study of content strategy adoption in associations. The study, funded by the ASAE Foundation, is being led by Hilary Marsh; Dina Lewis, CAE; and Carrie Hane. Key findings: some associations of all sizes and types are doing content strategy work; as a whole, the primary challenge is people, not resources or process; and content strategy is about much more than marketing. Part 2 is coming later in 2018.
So you want to implement chatbots? Make data-driven decisions about your digital priorities? Use artificial intelligence to serve members better?
The answers to your questions lie in your content – that is, the way you create and publish information about your organization’s work.
Reinvent your content, and you’ll reinvent your organization.
Consider how – and why – your organization creates its content
This session covered the triggers for effective content decision-making, maturity along a content/digital strategy spectrum, and the roadmap to greater maturity and greater effectiveness.
Content and digital governance is where the “rubber hits the road” for creating better content -- and a better digital presence -- in a sustainable fashion. This workshop enabled participants to determine where they fit on a content governance maturity scale, explore governance models, and identify which will work best for their organizations. We discussed setting up, maintaining, and evolving governance.
Is your content working? Learn the factors to identify your content's effectiveness, and how to establish measurable KPIs, do the measuring, and use this information to make better content and business decisions.
Is your content working? This presentation will help institutions answer this question for every piece of content they publish, in every medium and channel. Content is the way our organizations’ work is manifested online — so content success translates to higher success of programs, services, and programs. Using real stories, this session will connect content effectiveness with business results. Attendees will leave with their own content success metrics.
Many schools create, manage, and measure content without a true strategy — without a sense of the audience and with no explicit, measurable goal. Once you do have an audience and goals, you can start to interpret the data from analytics software, survey results, usability testing, etc. We’ll discover which metrics are the most important for content and user experience evaluations, and learn to translate data into actionable recommendations for stakeholders.
This session will cover how the “old” way is ineffective, and will paint the picture of a better way of working that will result in more effective content. This session will include interactive exercises as well as facilitated discussion, so that at the end, attendees will have their own content success metrics to take back to their schools.
Keynote presentation for the Council for Exceptional Children Leadership Conference, July 2017. The content you create is smart, full of depth, and has the potential to advance or transform the field of special education. Content is what connects most from an association to its members. In fact, content is an essential part of the value that your unit or division provides – and a critical aspect of CEC’s survival. But in these busy times, it’s all too easy for members to miss out on your content, and pass up opportunities to get involved. That’s when they wonder whether the organization is providing enough value to keep their membership.
This session will illustrate what successful content looks like for associations and how to create it. Spoiler alert – this doesn’t mean creating more content, but in fact, doing more with the content that exists already! It will include real-life stories about associations that brought content forward and how that led to greater member satisfaction, higher retention rates, and improvements to their profession.
How to make sure the content you create is more effective for your organization and for your members. Talk at the 2017 Interchange Conference for state CPA societies
The National Association of Realtors combined data, collaboration, and empathy to streamline its enewsletters and produce better results. Case study delivered at the 2017 Association Media & Publishing annual conference.
Learn how to assess whether your content is working so you can make it more effective: determine the audience, set the goal, make it measurable, and use data to learn and improve
More from Hilary Marsh, Content Company, Inc. (20)
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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4. THE CHALLENGE
• Language/jargon
• Lack of prioritized promotion
• Content hoarding
• Bad editorial processes
• New content missing
• Different content on different channels
5. WHAT POLITICS LOOK LIKE ONLINE
h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
6. WHAT POLITICS LOOK LIKE ONLINE
h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
7. WHAT POLITICS LOOK LIKE ONLINE
h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
8. WHAT POLITICS LOOK LIKE ONLINE
h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
9. “We have a carousel on our website
because politics.”
–
Dave
Olsen,
www.dmolsen.com/
Confab
Higher
Ed
2014
10. WHAT IS CONTENT STRATEGY?
• A strategic statement tying content to business and
user needs
• Who, what, when, where, why, how of publishing and
managing content
• The people, processes, and power to execute that
statement
11.
12. FOR MORE THAN JUST THE WEB
• EMAIL MARKETING
• PRINT
• CALL CENTER SCRIPTS
• INTRANET
• SOCIAL MEDIA
• ADVERTISING/MARKETING
• MOBILE APPS
DIFFERENT TEAMS, CULTURES, REPORTING STRUCTURES
30. –
Mike
Powers,
Director
of
Electronic
CommunicaVons,
Indiana
University
of
Pennsylvania
Confab
2014
30
“Pageviews aren’t the goal. Your goal
goal is the goal.”
42. “Customers don’t care about you, your
products, or your services. They care
about themselves – their wants and
needs.”
–
Joe
Pulizzi,
Content
MarkeVng
InsVtute
50. THE WEB DRIVES
ORGANIZATIONAL CHANGE
• Communication
• Collaboration
• Awareness of the audience
• Common brand
50
51. 51
CHANGE MANAGEMENT
ISSUES
• Culture shift from "knowledge is power" to "sharing
knowledge is power”
• Need to establish trust....in some cases, for the first
time
• Subject matter experts are not writers —
can't just institute decentralized publishing
overnight.
57. YOUR AGENDA
1. Show what’s broken and why
2. Show solutions and potential, and what it will take to
get there
3. Talk about the pilot efforts and the lessons learned
4. Anticipate roadblocks – raise “what if” scenarios,
talk them through in advance
5. Determine follow-up frequency
57
60. SHOW THEM HOW
h<p://ashram.yogasatsang.org/yoga-‐classes
61. SHOW THEM HOW
• MEET REGULARLY – IN PERSON, VIDEO CONFERENCE
• CREATE TUTORIALS
• REPORT ON SUCCESSES
• INCLUDE A LESSON
• RE-INTRODUCE THE PERSONAS AND THE VISION
• REMIND THEM ABOUT THE BUY-IN – IT’S NOT OPTIONAL
h<p://ashram.yogasatsang.org/yoga-‐classes
63. FOSTER COLLABORATION
• FORM A CROSS-DEPARTMENTAL EDITORIAL BOARD TO
REVIEW MAJOR REQUESTS TOGETHER
• MOST IMPACTFUL STORIES REQUIRE INFORMATION FROM
MULTIPLE SOURCES
• FACILITATE THE COLLABORATIONS
• SHOW THEM HOW, THEN GRADUALLY PASS ON
OWNERSHIP
73. 73
EVENTUALLY….
Look,
if
it
were
up
to
me,
I
would
leave
that
content
on
the
site,
but
the
decision
is
out
of
my
hands
h<p://www.sfgate.com/performance/arVcle/Review-‐Gold-‐examines-‐Jewish-‐mother-‐stereotype-‐3291210.php
77. ABOUT ME
DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL
Content
strategy
doer,
manager,
mentor,
teacher
since
1999
…otherwise,
I’m
kniing,
making
granola,
or
playing
guitar
79. THANK YOU
Hilary Marsh
hilary@hilarymarsh.com
@hilarymarsh
www.slideshare.net/hilarymarsh
Editor's Notes
Imagine having this conversation with your CEO:
Over the past few years, digital has become the primary channel we use to communicate with our audiences, reach new customers, and engage the customers we already have.
I came here to talk with you today because we could be using our digital channels so much more effectively than we are now.
We are missing opportunities to invite our customers to learn about and buy our products and the programs and services we offer. We want to have long-term relationships with loyal customers, but we are not creating or publishing information about our products and services in a way that will engender that.
This is not a problem that we can fix with better technology or more marketing. It’s really about how we all work.
I have a solution and a vision for the website, and I’d like to get your approval to do what it takes to get our organization there.
That is the conversation you need to have in order to get the buy-in you’ll need to not only overcome but start to eliminate the politics and silos that exist now.
Another story: I had a call on Monday from someone at a software company about their intranet. His title was “HR online experience.” He wants to create a repository that can deliver content to the right user on the channel of their choice – for HR information only.
He explained that the content owners in his division don’t like sharepoint and rarely take information down once it’s published. Communications created a small set of templates, and content owners don’t feel that they allow enough innovation. Also, Communications gets enthusiastic about making improvements, but they never really do anything. So they want to create their own portal for employees.
Is this a great idea, or a scary one? Why?
A department has “gone rogue” and created their own website
A department has broken your template so they can design pages the way they want
Sample challenges that politics create – some are content strategy, but all affect content’s ability to do its job:
No one can find anything on my website, and they’re starting to complain to the CEO
Practically everyone at my organization can – and does – publish information to the website, and to social media, and you’d almost never know it was from the same organization
No one is in charge of the home page – or worse, everyone is in charge of the home page
We can’t add comment functionality to our content because we won’t know how to handle the comments
Some of our best content is presented as PDFs, with file names like “4002.pdf”
We can’t pull in related links on content automatically because our content isn’t tagged or labeled
Our website is organized based on our org structure rather than how our audience thinks about us or our content
Our audience can’t get the information they want on their mobile device
Our content isn’t appearing on Google like we think it should
“We should be on YouTube”
These are not about content – they’re about
process
ownership
collaboration
mutual understanding (or lack thereof)
Audience confusion: conflicting facts due to duplicate content. Association conference, where Govt Affairs created its own list of events, but not kept in synch
Higher customer service costs – help content in a different system using unclear terms (“candidate database”)
Missed cross-selling – Drew Davis, content as your product
Breadth & depth – when you do have that, you get to create things like the NAR member value calculator
Why do they do this?
The web is cool
Shiny object syndrome
They’re “special” and “different”
These layers have led to a common, although usually unspoken, motto at our organizations. This is the title of a great little book about associations.
We analyze, as I just finished doing with a 135,000-line content audit for a large education client
We plan. This is an example editorial calendar from a graduate content strategy course I finished teaching last month.
We set guidelines. Here’s an example voice and tone document from another student in my course.
In 2005, I started working at NAR. I worked for Realtor.org, the member website – our audience was real estate agents and brokers. The site had many of the challenges I listed before, and more. Our primary challenge was that the publishing model was completely decentralized, and each of the organization’s 23 departments considered themselves practically independent entities.
I spent my first several months creating our content strategy. We answered big questions:
What should we do about PDFs?
Who should be able to add a blog to our website, and why or why not?
Should we have online polls?
What does it mean to be 508 compliant with our content?
If you’ve ever created a content strategy, you know that its primary job is to answer the questions that are in the air now, and to try and anticipate the next set of questions that will be coming down the pike, and answer those too.
Anyway, once the content strategy was done, we realized we needed to create other strategies too. We spent a ton of time thinking about our overall strategy, design and technology too.
At the end of this effort, we printed them up and put them in large binders. We set up appointments with each departments, where we walked through the strategy documents and pointed out the important things they needed to know.
What happened next? I’m sure that everyone we talked to listened carefully at the meetings, but then put the binder on a shelf, where it stayed from then on.
And who do you think the real audience for the document was? Yes, the audience was us.
Over the next year or so, my team and I continued to update the document as we had time. Things happened, including social media. And we hired new people with new ideas, so that changed things too.
One of the new people, who now has the job that I had, recommended that we transform the strategy guidelines from printed documents to a wiki that anyone in the organization could get to, and that has helped a lot. The wiki is a living, breathing document – easier to keep up to date. That makes it easier to enforce the rules and policies that are covered in the content strategy.
At Realtor.org, we went through a process to create empathy personas. We enlisted the help of staff members to brainstorm about their challenges, fears, and motivations. These staff members had worked for NAR for many years and represented many programs and services. They’d been exposed to lots of different members, both the volunteer leaders who serve on the committees, and the general membership at large – which, as we all know, are completely different populations.
This was my secret way of overcoming the objections to the fact that the web team was in charge of the website and of getting buy-in from my peers there. Rather than handing them a binder full of rules, we were all doing the work together.
The consultant we worked with, Esteban Gonzalez, has a company called Brand Therapy that specializes in creating these kinds of personas. Esteban led us through the whole process. He had everyone check their individual experience at the door, which was so important We had to agree on the four most important audiences that the organization needed to serve online. The very last step of all the brainstorming sessions was to give each of our personas a name and a face.
This was such an effective way to create a shared understanding of our audiences.
When we were ready to reveal them to the larger community of staff members who published information on the site, we created life-size cutouts of them and actually had people introduce them. I kept those cutouts right outside my office, where they were always in view for me and my team, as well as anyone who came to talk with us.
You need to balance your qualitative understanding of your audience with qualitative data too. Many of us content strategy folks are wary of the numbers side of things, but it’s so important to learn how to get valuable information out of your analytics. Analytics are a great way to make your case to people at all levels in the organization.
For example, on the university system project I’m working on now, we found that 94% of their content had 0 views in the past year. There’s no refuting that, when subject matter experts inside the organization want to keep their content because they think it’s important. And removing that unused content lets us really rethink how to present their information so it’s more compelling to users.
Data also includes surveys, which I do in almost every project.
Now it’s time to test out the waters with your content strategy. You’ll probably want to do this in a less-than-official way, as a pilot project, possibly under everyone’s radar if you have the kind of culture that may be reluctant to change. And you may want to do more than one pilot. The object here is to have a good story to tell when you finally present the whole package to management.
Find out who your content strategy champions are, and approach them with your ideas. They’re the ones who’ve been asking to try new things, who have wanted to be the organization’s early adopters.
Together, you can try out your answers to the key questions:
What happens if we….?
It may not always work, and that’s okay.
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Depending on the size and complexity of your organization, you may have to take this on in layers. At NAR, this would have meant meeting with my boss, who was VP of communications, and then she might have had to run it by her boss, who was the senior VP. But ultimately, you will want and need to meet with the chief honcho in your organization. You need to be in that meeting and not just create the talking points that others share.
You’ll want to do whatever it takes to make your superiors comfortable about having you there, such as rehearsing the meeting in advance.
Extensive subject-matter expertise is as important as ever. You’ll have to win their trust so they see it as an “and” and not an “or”
“Bite, snack and meal” --
You’ll need to be patient. This is a Tibetan monk creating a sand mandala. He’s taking great care to get every detail right.
The old way didn’t emerge overnight, and neither will new ways. But with patience, you will lead the way to creating much better digital experiences for your audiences
California university system, the information audiences search for and visit most, and that the organization wants to share, are about the impact that the system has on the state. Several departments provide the data that helps tell that story, but now it’s scattered, and going forward, they want to pull the people together. The web team will serve as internal consultants to
Sell the vision – get executive buy-in, and ask them to share with top management. It then becomes the organization’s shared vision
Respect the depth (have empathy for the experts) – Content strategists need to be internal champions. Internal curation, tip of the iceberg.
Foster collaboration – editorial calendar, leverage the executive buy-in, use a carrot and not a stick to achieve “our” vision
Motivate and recognize – formal and informal
Redefine success
Invite yourself to meetings
Ask questions
Talk to people you’ve never talked to before
Think about where they are coming from
Newsletters
Quarterly in-person meetings
Open Q&A
User groups
Success stories
Lessons learned
Goals set and adjusted
Test results
Can your systems support you?
Expiration dates in the CMS
Standards validation in governance software
Set up office hours
Offer to review
Test and measure on demand
Can your systems support you?
Expiration dates in the CMS
Standards validation in governance software
Set up office hours
Offer to review
Test and measure on demand
When we were ready to reveal them to the larger community of staff members who published information on the site, we created life-size cutouts of them and actually had people introduce them. I kept those cutouts right outside my office, where they were always in view for me and my team, as well as anyone who came to talk with us.
Have follow-up conversations
Answer questions
Understand habits and objections
Help them educate others – committees, volunteers, etc.
Content evangelists realize that the program/product/service they produce has – or IS – content
And, they help educate their peers about that
Point to the policy
Present alternatives
Escalate if absolutely necessary
Get involved earlier
Ask the right people the right questions – legal example
Point to the policy
Present alternatives
Support
Escalate if absolutely necessary
Get involved earlier
Not you alone, but the people who you helped succeed