Keeping content strategy alive: Managing people and processes

Понравилась презентация – покажи это...

Слайд 0

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

Слайд 1


Слайд 2

…and they lived happily ever after

Слайд 3

The plots of content strategy stories

Слайд 4

Situation Characters Things Happen Crises Arise Crises Get Resolved

Слайд 5

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

Слайд 6

Situation Findability Voice Ownership Policies Practices

Слайд 7

We analyze

Слайд 8

We plan

Слайд 9

We set guidelines

Слайд 10

…and they lived happily ever after?

Слайд 11

Слайд 12

Слайд 13

Слайд 14

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

Слайд 15

Nonprofits are complicated

Слайд 16

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

Слайд 17

Content strategist as orchestra conductor 18

Слайд 18

Roots first, then plants

Слайд 19

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

Слайд 20

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

Слайд 21

Слайд 22

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

Слайд 23


Слайд 24

Empathy-Based Personas 25 Anthony Susan Allen Maggie

Слайд 25

Слайд 26

Data is your friend

Слайд 27

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

Слайд 28

Policies and guidelines + Audience understanding + Business knowledge =

Слайд 29

30 Your vision

Слайд 30

You are here

Слайд 31

32 Start and Learn

Слайд 32

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

Слайд 33

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

Слайд 34

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

Слайд 35

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

Слайд 36

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

Слайд 37

Where most orgs start 38

Слайд 38

What often seems most logical 39

Слайд 39

What some orgs are trying 40

Слайд 40

Where most orgs land 41

Слайд 41

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

Слайд 42

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

Слайд 43

Get and Keep Support 44

Слайд 44

You are here

Слайд 45

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

Слайд 46

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

Слайд 47

Time to launch it officially 48

Слайд 48

You are here

Слайд 49


Слайд 50

Слайд 51

Be there for your colleagues 52

Слайд 52

Educate and remind 53

Слайд 53

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

Слайд 54

Operationalize and socialize 55

Слайд 55

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

Слайд 56

Solid rationales and alternatives 57

Слайд 57

Help people prioritize 58

Слайд 58

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

Слайд 59

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

Слайд 60

…and they lived happily ever after

Слайд 61

Thank you Hilary Marsh hilary@hilarymarsh.com @hilarymarsh