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Managing the Politics of Content
Hilary Marsh
JBoye Conference 2015
Marketing Product
Line
Everyone
ElseWeb
Team
What Politics Look Like
http://www.pakistantoday.com.pk/2012/09/11/entertainment/10-things-you-should-know-about-your-job-interviewer/
http://www.georgiancollege.ca/academics/full-time-programs/electrical-engineering-technology-co-op-eety/
http://www.qwhn.asn.au/managementcommittee.htm
http://blog.hostelbookers.com/travel/how-to-pack-your-backpack/
2004
2007
2010
http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/
What else?
http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/
How do you react?
http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/
http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
http://www.scag.gov/
“We have a carousel on
our website because
politics.”
– Dave Olsen, www.dmolsen.com/
Confab Higher Ed 2014
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
Content is…
My Event
My Product
My Class
My Program
My Research
30
“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, 1935
33
http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Old thinking
Organization: Programs, offerings
Audience
Messages
Audience Audience Audience
New thinking
36
Content strategy is
CHANGE MANAGEMENT
37
Digital is
CHANGE MANAGEMENT
What Doesn’t Work
http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
Real-Life Solutions
“Be transparent, help people prep while they’re waiting for
their project to start.”
—Amanda Costello, University of Minnesota
“Be an evanglist for others’ work, and help people
realize that you are their champion and making way for them to do what they
do best.”
—Matthew Grocki, Grassfed Content
“Pre-sell your ideas. Pull someone aside and get
their input on a draft, so by the time you officially
reveal it, you’ve gotten their buy-in.”
—Sara Zailskas Walsh, Motorola.com
“Build strong relationships. Remember that everyone is trying to do a good job but don’t always have the
resources or skills they need.”
—Claire Helme and Mary Sabotoski, a university in Australia
“Employ “strategic nagging:”
patient but persistent repetition of a message.
—Carrie Hane Dennison, @carriehd, American
Society of Civil Engineers
What Has Worked for You?
What Has Worked for Me
49http://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen
Shared focus on the
audience
Show,
don’t tell
• Useful
• Relevant
• Timely
• Org-focused
• Narrow interest
• Not actionable
53http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_twohttp://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
Get your governance in order
54
http://teamnutztechnology.com/finding-the-
Do a pilot
project (or
several)
55
https://www.flickr.com/photos/telachhe/3342173731/
Keep
trying
Get buy-in
from the top
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
57
Respect the depth
59
http://bit.ly/1jntVcJ
Be patient
Show them how
http://ashram.yogasatsang.org/yoga-classes
Foster collaboration
• Form a cross-departmental editorial board
to review major requests together
• Most impactful stories require information
from multiple sources
• Facilitate, then gradually pass on
ownership
Motivate and recognize
I put the information
up online –now I also need to know how many people
have used it???
Redefine success
Educate and remind
64
Operationalize and socialize
65
Offer options for creativity
66http://oxendo.com/
67
Be there
for your
colleagues
68http://www.sfgate.com/performance/article/Review-Gold-examines-Jewish-mother-stereotype-3291210.php
Look, if it were up to me, I would leave that
content on the site, but the decision is out of
my hands
Solid rationales and alternatives
69
70http://www.enterprisenews.com/article/20140614/SPORTS/140617308
Report on progress
71
Working together for
customer satisfaction
Thank you!
@hilarymarsh
www.slideshare.net/hilarymarsh