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Keeping content strategy alive: Managing people and processes

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Keeping content strategy alive: Managing people and processes Hilary Marsh Content Company, Inc Confab for Nonprofits 2014 1


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…and they lived happily ever after


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The plots of content strategy stories


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Situation Characters Things Happen Crises Arise Crises Get Resolved


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We are the characters https://www.flickr.com/photos/confabevents/14138512934/


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Situation Findability Voice Ownership Policies Practices


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We analyze


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We plan


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We set guidelines


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…and they lived happily ever after?


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The web drives organizational change Communication Collaboration Awareness of the audience Common brand 15


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Nonprofits are complicated


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17 http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/


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Content strategist as orchestra conductor 18


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Roots first, then plants


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This is the order Create a strong foundation Test and learn Sell it up Launch Practice and evolve


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Create the Foundation Answer the important questions Living, breathing document 21


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Gain an understanding Understand your audience Empathy Data Understand your business goals 23


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Empathy-Based Personas 25 Anthony Susan Allen Maggie


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Data is your friend


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Know your business goals 28 http://cehd.gmu.edu/centers/complete/mission http://cehd.gmu.edu/centers/complete/mission


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Policies and guidelines + Audience understanding + Business knowledge =


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30 Your vision


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You are here


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32 Start and Learn


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Try, try, try, try 33 https://www.flickr.com/photos/telachhe/3342173731/


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Save your evidence 34 http://bit.ly/1jntVcJ


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Be patient 35 http://bit.ly/1jntVcJ


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Get your governance in order 36 Photo credit: https://www.flickr.com/photos/ceardach/4550198618/


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Roles & governance models 37 http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two


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Where most orgs start 38


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What often seems most logical 39


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What some orgs are trying 40


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Where most orgs land 41


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Processes What kinds of content needs to be reviewed? How much review: Typos, headlines, calls to action? 42


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If you’re not sure Start with processes similar to those your organization already uses Publication editorial process IT workflow for new projects 43


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Get and Keep Support 44


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You are here


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Meet with the ED Your agenda: Show what’s broken and why Show solutions and potential, and what it will take to get there Talk about the pilot efforts and the lessons learned Anticipate roadblocks – raise “what if” scenarios, talk them through in advance Determine follow-up frequency 46


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Not a linear process 47 Content strategy Support and buy-in Enablement Execution Evolution


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Time to launch it officially 48


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You are here


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Be there for your colleagues 52


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Educate and remind 53


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Educate and remind Employ “Strategic Nagging”: Patient but persistent repetition of a message –Carrie Hane Dennison, @carriehd 54


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Operationalize and socialize 55


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Eventually, you’ll have to say “no” 56


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Solid rationales and alternatives 57


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Help people prioritize 58


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Report on progress 59 http://www.enterprisenews.com/article/20140614/SPORTS/140617308


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Remember the order Create a strong foundation Test and learn Sell it up Launch Practice and evolve


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…and they lived happily ever after


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Thank you Hilary Marsh hilary@hilarymarsh.com @hilarymarsh


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