Managing the politics of content

•

3 likes•989 views

This document discusses content strategy challenges and solutions. It outlines common challenges organizations face with content like poor findability, lack of oversight, and content not matching user needs. The presentation defines content strategy as establishing who publishes what content and when as well as processes and governance. It recommends transcending political challenges to content strategy through selling the vision, respecting stakeholders, fostering collaboration, recognizing contributions, and redefining success metrics.

Technology Business

MANAGING
THE POLITICS
OF CONTENT
Hilary
Marsh,
Content
Company

Ragan
Content
Summit,
June
2013

CONTENT STRATEGY CHALLENGES
Hilary
Marsh,
Content
Company

•  No
one
can
ﬁnd
anything
on
our
website,
and
they’re
complaining
to
the
CEO

•  PracFcally
everyone
in
our
organizaFon
publishes
content
online,
and
you’d

almost
never
know
it
was
from
the
same
organizaFon

•  No
one
is
in
charge
of
the
home
page

–
or
everyone
is
in
charge
of
it

•  We
can’t
add
comments
because
we
don’t
know
how
to
handle
them

•  Some
of
our
best
material
is
presented
as
PDFs,
with
Ftles
like
“4002.pdf”

•  Our
website
is
organized
based
on
our
org
structure
rather
than
on
how
our

audience
thinks
about
us
or
our
content

Ragan
Content
Summit,
June
2013

Hilary
Marsh,
Content
Company

•  Audience
confusion

•  Lack
of
customer
engagement

•  Higher
customer
service
costs

•  Missed
cross-‐selling
opportuni:es

•  No
awareness
of
the
breadth
and
depth
of
what
you
oﬀer
–
and
that
they

need!

BUSINESS CONSEQUENCES
Ragan
Content
Summit,
June
2013

WHAT IS CONTENT STRATEGY?
WHO, WHAT, WHEN, WHERE, WHY, HOW OF
PUBLISHING CONTENT
A STRATEGIC STATEMENT TYING CONTENT TO
BUSINESS & USER NEEDS
PEOPLE, PROCESSES, AND POWER TO EXECUTE
THAT STATEMENT
Hilary
Marsh,
Content
Company

Ragan
Content
Summit,
June
2013

WHAT IS “CONTENT”?
Hilary
Marsh,
Content
Company

EVENT
PRODUCT
CLASS
PROGRAM
RESEARCH
Ragan
Content
Summit,
June
2013

CONTENT STRATEGY IS REALLY…
Hilary
Marsh,
Content
Company

EVENT STRATEGY
PRODUCT STRATEGY
CLASS STRATEGY
PROGRAM STRATEGY
RESEARCH STRATEGY
Ragan
Content
Summit,
June
2013

Hilary
Marsh,
Content
Company

“EVERY PIXEL HAS AN OWNER”
–
Paul
Ford,
former
Web
editor
at
Harper’s
magazine

Confab
2013

Ragan
Content
Summit,
June
2013

TO TRANSCEND POLITICS
Hilary
Marsh,
Content
Company

1.  SELL THE VISION
2.  RESPECT THE DEPTH
3.  FOSTER COLLABORATION
4.  MOTIVATE AND RECOGNIZE
5.  REDEFINE SUCCESS
Ragan
Content
Summit,
June
2013

THANK YOU
Content
strategy
doer,
manager,
mentor,

teacher
since
1999

Consult
with
associaFons,
corporaFons,

nonproﬁts

..otherwise,
I’m
kniUng

DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL

@hilarymarsh

Hilary
Marsh,
Content
Company

Ragan
Content
Summit,
June
2013

hilary@hilarymarsh.com

The topic for this session is “Maximising the impact from advocacy tools LinkedIn Elevate, Hootsuite Amplify, Smarp” Some of the areas covered in the session were: 1. How employee advocacy impacts employer branding efforts 2. Types of content employees most commonly share 3. Identifying the best content mix for your platform 4. Tips for getting the most value from your current (or future) tools

Taming the Content Beast

Hilary Marsh, Content Company, Inc.

Build a social employee advocacy program, presented by Jason Spencer

SocialMedia.org

Content Curation: Bringing Meaning to Chaos From Info360 2012

Simple Marketing Now LLC

DirectionGroup Inbound Marketing - EDGE event slides September 2014DirectionGroup Limited

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/

The Path to Personalization

Barbara Holmes

The pathtopersonalization isite_5212014Barbara Holmes

5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides

The HR Observer

#Howto do a content strategy

Euronet srl

Asia Social Media & Marketing Conference 2014: Examing the New Frontiers of PR

Erica Pompen

Building A Winning Content Strategy

Rustin Banks

Robin Fishley | Saatchi & Saatchi | Brighton SEO slides April 2017 | A new wa...

Pi Datametrics

Why Making Cool Sh!t Isn't Content Marketing - Adria Saracino

Adria Saracino

Semantic SEO: 5 Ways to Future Proof Your Search Rankings

Kissmetrics on SlideShare

As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.” But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO. Learn how to: Find clues into what topics are semantically linked to each other (Research) Target topics, not just phrases, through writing (Semantic Search) Incorporate natural language into your content (Voice Search) Make visitors happy in ways that make Google happy (User Interaction Signals) You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.

Scaling Social Media Across the Enterprise

Jordan Viator Slabaugh

LinkedIn Social HR Finding and Developing Top Talent - Dean DeLisle - The P...

Social Jack

Content strategy 101

Hilary Marsh, Content Company, Inc.

Make the most of your content investments

Hilary Marsh, Content Company, Inc.

Content strategy - a better way

Hilary Marsh, Content Company, Inc.

Content-digital governance - JBoye conference, 2017

Hilary Marsh, Content Company, Inc.

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.

Maximizing your return on content - JBoye conference, 2017

Hilary Marsh, Content Company, Inc.

Maximizing your return on content - higher ed edition

Hilary Marsh, Content Company, Inc.

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.

Content strategy for associations

Hilary Marsh, Content Company, Inc.

Creating Content for Impact and Value

Hilary Marsh, Content Company, Inc.

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.

E-newsletter consolidation for greater engagement and results

Hilary Marsh, Content Company, Inc.

More from Hilary Marsh, Content Company, Inc. (20)

Content strategy 101

Make the most of your content investments

Empathy-Based Personas: Shifting Your View from Inside-Out to Outside-In

Making the most of your content investments

Content strategy 101 for associations - 2019

The content strategy journey

Demystifying Content Management Software

Managing the politics of content

Leading with Content: Using Content Strategy to Advance Business Goals

Emerging Strategies for Creating and Managing Content

Intranet content governance

Association content strategy research part 1 - Marsh, Lewis, Hane

Content - key to digital transformation

Content strategy - a better way

Content-digital governance - JBoye conference, 2017

Maximizing your return on content - JBoye conference, 2017

Maximizing your return on content - higher ed edition

Content strategy for associations

Creating Content for Impact and Value

E-newsletter consolidation for greater engagement and results

Recently uploaded

Generative AI Deep Dive: Advancing from Proof of Concept to Production

Aggregage

Leading Change strategies and insights for effective change management pdf 1.pdf

OnBoard

The Metaverse and AI: how can decision-makers harness the Metaverse for their...

Jen Stirrup

The Metaverse is popularized in science fiction, and now it is becoming closer to being a part of our daily lives through the use of social media and shopping companies. How can businesses survive in a world where Artificial Intelligence is becoming the present as well as the future of technology, and how does the Metaverse fit into business strategy when futurist ideas are developing into reality at accelerated rates? How do we do this when our data isn't up to scratch? How can we move towards success with our data so we are set up for the Metaverse when it arrives? How can you help your company evolve, adapt, and succeed using Artificial Intelligence and the Metaverse to stay ahead of the competition? What are the potential issues, complications, and benefits that these technologies could bring to us and our organizations? In this session, Jen Stirrup will explain how to start thinking about these technologies as an organisation.

Encryption in Microsoft 365 - ExpertsLive Netherlands 2024

Albert Hoitingh

RESUME BUILDER APPLICATION Project for students

KAMESHS29

Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...

SOFTTECHHUB

The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing. One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.

Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...

James Anderson

Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management. The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM). Speakers: Bob Boule Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle. Gopinath Rebala Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.

FIDO Alliance Osaka Seminar: Passkeys and the Road Ahead.pdf

FIDO Alliance

Monitoring Java Application Security with JDK Tools and JFR Events

Ana-Maria Mihalceanu

Free Complete Python - A step towards Data Science

RinaMondal9

UiPath Test Automation using UiPath Test Suite series, part 4

DianaGray10

Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap. The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies. Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques What will you get from this session? 1. Insights into SAP testing best practices 2. Heatmap utilization for testing 3. Optimization of testing processes 4. Demo Topics covered: Execution from the test manager Orchestrator execution result Defect reporting SAP heatmap example with demo Speaker: Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP

GenAISummit 2024 May 28 Sri Ambati Keynote: AGI Belongs to The Community in O...

Sri Ambati

Enhancing Performance with Globus and the Science DMZ

Globus

Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf

Paige Cruz

Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack. While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack. I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:

Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...

UiPathCommunity

💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™: See how to accelerate model training and optimize model performance with active learning Learn about the latest enhancements to out-of-the-box document processing – with little to no training required Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath. Speakers: 👨‍🏫 Andras Palfi, Senior Product Manager, UiPath 👩‍🏫 Lenka Dulovicova, Product Program Manager, UiPath

zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex Proofs

Alex Pruden

This paper presents Reef, a system for generating publicly verifiable succinct non-interactive zero-knowledge proofs that a committed document matches or does not match a regular expression. We describe applications such as proving the strength of passwords, the provenance of email despite redactions, the validity of oblivious DNS queries, and the existence of mutations in DNA. Reef supports the Perl Compatible Regular Expression syntax, including wildcards, alternation, ranges, capture groups, Kleene star, negations, and lookarounds. Reef introduces a new type of automata, Skipping Alternating Finite Automata (SAFA), that skips irrelevant parts of a document when producing proofs without undermining soundness, and instantiates SAFA with a lookup argument. Our experimental evaluation confirms that Reef can generate proofs for documents with 32M characters; the proofs are small and cheap to verify (under a second). Paper: https://eprint.iacr.org/2023/1886

Elizabeth Buie - Older adults: Are we really designing for our future selves?

Nexer Digital

FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf

FIDO Alliance

FIDO Alliance Osaka Seminar: Overview.pdf

FIDO Alliance

Essentials of Automations: The Art of Triggers and Actions in FME

Safe Software

In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation. We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios. Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!

Recently uploaded (20)

Generative AI Deep Dive: Advancing from Proof of Concept to Production

Leading Change strategies and insights for effective change management pdf 1.pdf

The Metaverse and AI: how can decision-makers harness the Metaverse for their...

Encryption in Microsoft 365 - ExpertsLive Netherlands 2024

RESUME BUILDER APPLICATION Project for students

Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...

Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...

FIDO Alliance Osaka Seminar: Passkeys and the Road Ahead.pdf

Monitoring Java Application Security with JDK Tools and JFR Events

Free Complete Python - A step towards Data Science

UiPath Test Automation using UiPath Test Suite series, part 4

GenAISummit 2024 May 28 Sri Ambati Keynote: AGI Belongs to The Community in O...

Enhancing Performance with Globus and the Science DMZ

Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf

Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...

zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex Proofs

Elizabeth Buie - Older adults: Are we really designing for our future selves?

FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf

FIDO Alliance Osaka Seminar: Overview.pdf

Essentials of Automations: The Art of Triggers and Actions in FME

Managing the politics of content

1. MANAGING THE POLITICS OF CONTENT Hilary Marsh, Content Company Ragan Content Summit, June 2013

2. CONTENT STRATEGY CHALLENGES Hilary Marsh, Content Company •  No one can ﬁnd anything on our website, and they’re complaining to the CEO •  PracFcally everyone in our organizaFon publishes content online, and you’d almost never know it was from the same organizaFon •  No one is in charge of the home page – or everyone is in charge of it •  We can’t add comments because we don’t know how to handle them •  Some of our best material is presented as PDFs, with Ftles like “4002.pdf” •  Our website is organized based on our org structure rather than on how our audience thinks about us or our content Ragan Content Summit, June 2013

3. Hilary Marsh, Content Company •  Audience confusion •  Lack of customer engagement •  Higher customer service costs •  Missed cross-‐selling opportuni:es •  No awareness of the breadth and depth of what you oﬀer – and that they need! BUSINESS CONSEQUENCES Ragan Content Summit, June 2013

4. WHAT IS CONTENT STRATEGY? WHO, WHAT, WHEN, WHERE, WHY, HOW OF PUBLISHING CONTENT A STRATEGIC STATEMENT TYING CONTENT TO BUSINESS & USER NEEDS PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT Hilary Marsh, Content Company Ragan Content Summit, June 2013

5. WHAT IS “CONTENT”? Hilary Marsh, Content Company EVENT PRODUCT CLASS PROGRAM RESEARCH Ragan Content Summit, June 2013

6. CONTENT STRATEGY IS REALLY… Hilary Marsh, Content Company EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY Ragan Content Summit, June 2013

7. Hilary Marsh, Content Company “EVERY PIXEL HAS AN OWNER” – Paul Ford, former Web editor at Harper’s magazine Confab 2013 Ragan Content Summit, June 2013

8. TO TRANSCEND POLITICS Hilary Marsh, Content Company 1.  SELL THE VISION 2.  RESPECT THE DEPTH 3.  FOSTER COLLABORATION 4.  MOTIVATE AND RECOGNIZE 5.  REDEFINE SUCCESS Ragan Content Summit, June 2013

9. THANK YOU Content strategy doer, manager, mentor, teacher since 1999 Consult with associaFons, corporaFons, nonproﬁts ..otherwise, I’m kniUng DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL @hilarymarsh Hilary Marsh, Content Company Ragan Content Summit, June 2013 hilary@hilarymarsh.com

Managing the politics of content

Recommended

Recommended

More Related Content

Similar to Managing the politics of content

Similar to Managing the politics of content (20)

More from Hilary Marsh, Content Company, Inc.

More from Hilary Marsh, Content Company, Inc. (20)

Recently uploaded

Recently uploaded (20)

Managing the politics of content