managing the politics of content with hilary marsh
TRANSCRIPT
MANAGING THE POLITICS OF CONTENT Hilary Marsh, Content Company www.hilarymarsh.com
Copyright © 2014 Hilary Marsh
THE CHALLENGE
• Findability
• Voice
• Ownership
• Policies
• Practices
THE CHALLENGE
• Language/jargon • Lack of prioritized promotion • Content hoarding • Bad editorial processes • New content missing • Different content on different channels
THE CHALLENGE
h<p://www.tagheuer.com/int-‐en/company/ceo-‐speech
WHAT POLITICS LOOK LIKE ONLINE
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WHAT POLITICS LOOK LIKE ONLINE
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WHAT POLITICS LOOK LIKE ONLINE
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WHAT POLITICS LOOK LIKE ONLINE
“We have a carousel on our website because politics.”
– Dave Olsen, www.dmolsen.com/ Confab Higher Ed 2014
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
FOR MORE THAN JUST THE WEB • EMAIL MARKETING • PRINT
• CALL CENTER SCRIPTS
• INTRANET
• SOCIAL MEDIA
• ADVERTISING/MARKETING • MOBILE APPS
DIFFERENT TEAMS, CULTURES, REPORTING STRUCTURES
CONTENT IS…. EVENT PRODUCT CLASS PROGRAM RESEARCH
CONTENT STRATEGY IS… EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY
CONTENT IS
POLITICAL
CONTENT IS…. EVENT PRODUCT CLASS PROGRAM RESEARCH
MY EVENT MY PRODUCT MY CLASS MY PROGRAM MY RESEARCH
CONTENT IS….
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“Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine Confab 2013
“It is difficult to get a man to understand something, when his salary depends upon his not understanding it.”
– Upton Sinclair
21 h<p://www.amazon.com/Have-‐Always-‐Done-‐That-‐Way/dp/184728857X/
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
OLD THINKING
OrganizaVon: Programs, offerings
Audience
Messages
Audience Audience Audience
NEW THINKING
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CONTENT STRATEGY IS
CHANGE MANAGEMENT
POLICIES AND GUIDELINES +
AUDIENCE UNDERSTANDING
+
BUSINESS KNOWLEDGE
=
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YOUR VISION
WORKING TOGETHER FOR CUSTOMER SATISFACTION
DATA IS YOUR FRIEND
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– Mike Powers, Director of Electronic CommunicaVons, Indiana University of Pennsylvania
Confab 2014
“Pageviews aren’t the goal. Your goal goal is the goal.”
ANALYZE
ELIMINATE CONTENT “ROT”
• Redundant
• Outdated
• Trivial
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SHARED FOCUS ON THE AUDIENCE
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SHARED UNDERSTANDING OF
THE AUDIENCE
35 h<p://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen
EMPATHY-BASED PERSONAS
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Anthony Susan Allen Maggie
Are you too self-centered?
• Useful
• Relevant
• Timely
• Org-focused
• Narrow interest
• Not actionable
CONTENT
STRATEGIST AS
ORCHESTRA
CONDUCTOR
“Customers don’t care about you, your products, or your services. They care about themselves – their wants and needs.”
– Joe Pulizzi, Content MarkeVng InsVtute
GET YOUR GOVERNANCE IN ORDER
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44 h<p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
WHERE MOST ORGS START
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WHAT OFTEN SEEMS MOST LOGICAL
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WHAT SOME ORGS ARE TRYING
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WHERE MOST ORGS LAND
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THE WEB DRIVES ORGANIZATIONAL CHANGE
• Communication
• Collaboration
• Awareness of the audience
• Common brand
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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.
PLAN
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START AND LEARN
TRY, TRY, TRY, TRY
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SELL YOUR VISION
SELL YOUR VISION
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
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RESPECT THE DEPTH
BE PATIENT
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SHOW THEM HOW
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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
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FOSTER COLLABORATION
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
MOTIVATE AND RECOGNIZE
MOTIVATE AND RECOGNIZE • INTRANET • AT YOUR REGULAR DIGITAL GROUP MEETINGS
• IN YOUR REPORT TO MANAGEMENT
• INCORPORATE INTO THEIR JOB DESCRIPTION
REDEFINE SUCCESS I put the informaVon up online –now I also need to know how many
people have used it???
EDUCATE AND REMIND Employ “strategic nagging:” patient but persistent repetition of a message
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–Carrie Hane Dennison, @carriehd
EDUCATE AND REMIND
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OPERATIONALIZE AND SOCIALIZE
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OFFER OPTIONS FOR CREATIVITY
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BE THERE FOR YOUR COLLEAGUES
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BUILD YOUR ARMY
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EVENTUALLY…. Look, if it were up to me, I would leave that content on the site, but the decision is out of
my hands
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SOLID RATIONALES AND ALTERNATIVES
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REPORT ON PROGRESS
75 h<p://www.enterprisenews.com/arVcle/20140614/SPORTS/140617308
WORKING TOGETHER FOR CUSTOMER SATISFACTION
ABOUT ME
Content strategy doer, manager, mentor, teacher since 1999 …otherwise, I’m kniing, making granola, or playing guitar
DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL
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