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Surfing the content chaosMarie Girard, IBM
Volume
Veracity
Variety
Velocity
You can’t stop the waves,but you can learn to surf.
Jon Kabat Zinn
89%Influence on purchase decision
Support call resolution
87%
Content maturity model
Reactive
Tactical
Integrated
Managed
Strategic
Design Thinking + Agile
Empathy
Prototyping
Collaboration
Creativity
Individuals and interactions
Working product
Customer collaboration
Responding to change
over processes and tools
over comprehensive doc
over contract negociation
over following a plan
Let’s practice
Surf the content chaos
Keep experimenting
Foster interactions
Focus on user impact
Foster interactions
Marketing
People People People
People
Step Step Step
Development
People People People
People
Step Step Step
Support
People People People
People
Step Step Step
Content Content Content
Content silos
Content Marketing
People People People
People
Step Step Step
Product Content
People People People
People
Step Step Step
SupportContent
People People People
People
Step Step Step
Content
Content Coordinator
The solution?
Marketing
People People People
People
Step Step Step
Development
People People People
People
Step Step Step
Support
People People People
People
Step Step Step
Content Content Content
ContentContent
The reality is more complex
Bring stakeholders together
Keep experimenting
Map pain points and opportunities
Leverage existing content
Build visual consistency
Engage customers
Keep content relevant
Select bitesize projects
Build visual consistency
Develop a shared icon library
Focus on user impact
Map content missions
Surf the content chaos
Keep experimenting
Foster interactions
Focus on user impact
Find the sweet spot
Control
BestPractices
Complexity
Chaos
Close to certainty
Far fromcertainty
Far fromagreement
Close toagreement
You are not a drop in the ocean,you are the entire ocean in a drop.
Rumi
Marie GirardContent strategist, IBM
http://about.me/magichopi
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