Keeping content strategy alive: Managing people & processes

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    23-Aug-2014

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You're online, now what? You can run an effective website, e-newsletter and social media channels with a strong content strategy foundation. Your content strategy needs to be based on knowledge of your audience & business goals. Formula for success: create it, test and learn, sell it up, launch internally, then practice & evolve.

Transcript

  • Keeping content strategy alive: Managing people and processes Hilary Marsh Content Company, Inc Confab for Nonprofits 2014 1
  • 2
  • and they lived happily ever after
  • The plots of content strategy stories
  • Situation Characters Things Happen Crises Arise Crises Get Resolved
  • We are the characters https://www.flickr.com/photos/confabevents/14138512934/
  • Situation Findability Voice Ownership Policies Practices
  • We analyze
  • We plan
  • We set guidelines
  • and they lived happily ever after?
  • The web drives organizational change Communication Collaboration Awareness of the audience Common brand 15
  • Nonprofits are complicated
  • 17 http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
  • Content strategist as orchestra conductor 18
  • Roots first, then plants
  • This is the order Create a strong foundation Test and learn Sell it up Launch Practice and evolve
  • Create the Foundation Answer the important questions Living, breathing document 21
  • Gain an understanding Understand your audience Empathy Data Understand your business goals 23
  • 24
  • Empathy-Based Personas 25 Anthony Susan Allen Maggie
  • Data is your friend
  • Know your business goals 28 http://cehd.gmu.edu/centers/complete/mission http://cehd.gmu.edu/centers/complete/mission
  • Policies and guidelines + Audience understanding + Business knowledge =
  • 30 Your vision
  • You are here
  • 32 Start and Learn
  • Try, try, try, try 33 https://www.flickr.com/photos/telachhe/3342173731/
  • Save your evidence 34 http://bit.ly/1jntVcJ
  • Be patient 35 http://bit.ly/1jntVcJ
  • Get your governance in order 36 Photo credit: https://www.flickr.com/photos/ceardach/4550198618/
  • Roles & governance models 37http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
  • Where most orgs start 38
  • What often seems most logical 39
  • What some orgs are trying 40
  • Where most orgs land 41
  • Processes What kinds of content needs to be reviewed? How much review: Typos, headlines, calls to action? 42
  • If youre not sure Start with processes similar to those your organization already uses Publication editorial process IT workflow for new projects 43
  • Get and Keep Support 44
  • You are here
  • Meet with the ED Your agenda: Show whats 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
  • Not a linear process 47 Content strategy Support and buy-in Enablement Execution Evolution
  • Time to launch it officially 48
  • You are here
  • 50
  • Be there for your colleagues 52
  • Educate and remind 53
  • Educate and remind Employ Strategic Nagging: Patient but persistent repetition of a message Carrie Hane Dennison, @carriehd 54
  • Operationalize and socialize 55
  • Eventually, youll have to say no 56
  • Solid rationales and alternatives 57
  • Help people prioritize 58
  • Report on progress 59http://www.enterprisenews.com/article/20140614/SPORTS/140617308
  • Remember the order Create a strong foundation Test and learn Sell it up Launch Practice and evolve
  • and they lived happily ever after
  • Thank you Hilary Marsh hilary@hilarymarsh.com @hilarymarsh