integrating content planning and delivery across the enterprise

Integrating Content Planning & Delivery across the Enterprise

Connie GiordanoExecutive EditorTechWhirl / INKtopia

Going From Busted Silos to Beautiful Music

LavaCon Conference 2015

Connie Giordano One-half of INKtopia Limited, publishers

of TechWhirlDual role as Executive Editor of TechWhirl, and

consultant/content services provider via INKtopia

Masters, Organizational Communication, Queens University

25 years in technical and marketing communications

Cross-functional experience in knowledge management, process design, and business analysis

Expertise in editing, journalism and tech comm industries

@CPGiordanoconnie@inktopia.netwww.linkedin.com/in/conniegiordano

Integrated Content Planning & Delivery

Melody amidst cacophony? What’s in the repertoire Let’s get together and start a band Before there’s music Composing, scoring, and arranging Auditions, contracts and

rehearsals When the reviews come in Producing a symphony on

a garage band budget

Melody amidst cacophony?

Street musiciansOrchestra warms upConcert sound check

Music is performed,but is it recorded, can it be reproduced, can others perform it, is it worth performing at all?

How to orchestrate the approach to planning, creating and delivering content

Imagine for instance…

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Elements of beautiful music

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StrategyAssessment

Framework

PlanSchedule

Produce

Before there’s music….

Business: What kind of musicians are we?

Brand: What music do we want to be known for

Content: What can we play, and who are ouraudiences and what do they want to hear?

There’s strategy

A quartet needs a director

Check out Brain Traffic’s Content Quad

A useful way to think about how to get from business goals and brand strategy to actual content assets.

Even though it’s a quad, it applies the same principles as the content triangle we cover on TechWhirl.

Know the repertoire: what do we already have, how useful is it, and what’s missing?

Who creates content in the organization?

There’s assessmentBefore there’s music…

Excerpts

Excerpts

What’s currently playing?

Time spent searching for content Money spent recreating content that can’t be found Brand impact

Multiple sourcesMultiple voicesInconsistent quality

Operational impactSystemsProductivityCustomer satisfactionEmployee engagement

And what’s the impact?

Who are the content players ?

Introducing:MarketingCorp commProduct Development / R&DTech commProduct supportCustomer serviceSales SupportHRCompliance/legalProgram/project managementOperations

Let’s get together and start a band…

Identify the content players and influencers and start conversations:NeedsInterestsProblemsConsequencesCommon goals

The Producer: find a championRehearse: Propose a proof of conceptRoll into production

Pulling together the playlist

Content StrategyHow do we decide what to play?

Organizational goalsWhat do we already haveLifecycle approach

Composing, scoring and arranging

Messaging FrameworkBrand messaging, win themes, discriminators, key works.Key audiencesPotential channels and their attributesA matrix that aligns messaging

with audiences, goals, and channels

Journey MapsKey touchpoints with customers

Personas & Use CasesWho are the customers, and how are

they using content at these key touchpoints

Integrated Content Planning & Delivery

Auditions, contracts & rehearsals

Enterprise content planFearless editorial calendar management: going

omni-channelCreateReviewPublishPromoteReuse

Integrated Content Planning & Delivery

It’s show time

Creation & production• Workflows• Style guides

• Checklists & assignments

• Creation & revision

Monitoring & analytics

Integrated Content Planning & Delivery

ExcerptsThe awesomeness of Trello

Excerpt

When the reviews come in ….

Feedback mechanisms Iterative planningReporting

Refine creation and delivery

Produce symphonies

Some cheap and free tools to handle pieces of the content creation & delivery

Will it scale?

When to hire an outside producer

With a garage band budget

Integrated Content Planning Playlist

Set of templates to start on the path to managing content in an integrated way Content Strategy Enterprise Content Audit Content Assessment Matrix Persona Creator Journey Mapper / Messaging Framework Content Categories checklist Omni-channel Content Plan Editorial Calendar Style Guide Project Tracker

Resources

TechWhirl template library Trello Teamworks PM Google Analytics Slack

Connie Giordanoconnie@inktopia.net@cpgiordano www.linkedin.com/in/conniegiordano/en@techwritertoday

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