Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution
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The document discusses the importance of a strong content culture that bridges leadership and execution across various business departments. It emphasizes that effective content relies on a clear vision, supportive management, and collaborative production processes. Furthermore, it highlights the roles and potential challenges of different content personalities, as well as the necessity of organized processes for content creation and delivery.
Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution
- 1. Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution Andrea Goulet Ford @andreagoulet #LavaCon
- 2. Which business department is responsible for CONTENT? @andreagoulet #lavacon
- 3. Content is a ___m_a_rke_t_in_g___ issue. @andreagoulet #lavacon
- 4. Content is a _u_ser_ _exp_e_ri_enc_e_ issue. @andreagoulet #lavacon
- 5. Content is a _cus_t_om_e_r_ s_e_rvice_ issue. @andreagoulet #lavacon
- 6. Content is a _____le_g_al ____ issue. @andreagoulet #lavacon
- 7. Content is an ENTERPRISE issue. @andreagoulet #lavacon
- 8. GREAT CONTENT HAPPENS WHEN: @andreagoulet #lavacon
- 9. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision @andreagoulet #lavacon
- 10. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors @andreagoulet #lavacon
- 11. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors Producers are supported @andreagoulet #lavacon
- 12. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors Producers are supported Supporters are producing @andreagoulet #lavacon
- 13. GREAT CONTENT HAPPENS WHEN: Your organization embraces a culture of content @andreagoulet #lavacon
- 14. HOW DO YOU BUILD A CULTURE OF CONTENT? PEOPLE PROSE PROCESS @andreagoulet #lavacon
- 15. PEOPLE The way people interact with content impacts team dynamics. @andreagoulet #lavacon
- 16. CONTENT PERSONALITIES ? @andreagoulet #lavacon
- 17. @andreagoulet #lavacon ARTIST PROS CONS • produces engaging content • has a clear vision • inspires others • understands content value • trouble delegating • becomes bottleneck • difficult to manage • resistant to structure
- 18. ADMINISTRATOR PROS CONS @andreagoulet #lavacon • time management masters • detail-oriented • provides structure and process • organized and punctual • potential micromanager • difficulty thinking “outside the box” • content often unoriginal • sticks to rules, even when ineffective
- 19. ANALYST PROS CONS @andreagoulet #lavacon • data wizards • understands complex topics • often seen as credible • gleans insights to produce better content • can have difficulty putting data into context • may not try new things • tries to “game” or “hack” • prone to using jargon
- 20. ABSENTEE ? PROS CONS @andreagoulet #lavacon • gives creative flexibility • unhindered by failure • encourages new ideas • allows room for growth • result doesn’t match vision • unaware of effort required • lack of support = frustration • responds too late
- 21. WHICH ONE ARE YOU? @andreagoulet #lavacon ?
- 22. WHICH ONE ARE YOU? teammates? @andreagoulet #lavacon ? clients? boss?
- 23. PROSE Content is more than digital. It’s any piece of communication, regardless of channel, that’s created with a purpose. @andreagoulet #lavacon
- 24. PROSE customer service @andreagoulet #lavacon marketing sales legal operations finance HR UX recruiting
- 25. PROSE customer service @andreagoulet #lavacon marketing sales legal operations finance HR UX recruiting
- 26. Empathize put yourself in their shoes Acknowledge show you understand Rectify make it right @andreagoulet #lavacon
- 27. @andreagoulet #lavacon Empathize put yourself in their shoes We are sorry to learn that… becomes I know how frustrating it is to…
- 28. Acknowledge show you understand The road to customer attrition is paved with empty apologies. @andreagoulet #lavacon
- 29. @andreagoulet #lavacon Rectify make it right Empower agents to take action.
- 30. Think of a current @andreagoulet #lavacon situation. ! How can you apply the EAR method?
- 31. PROCESS Systems designed for the creation, approval, and publication of content can be a competitive advantage. @andreagoulet #lavacon
- 33. PROCESS “Marketers must be organized for nimbleness with clear rules of the road and escalation procedures with your agencies, internal PR and legal. You also need the flexibility to reallocate resources on the fly.” -Brian Weiner, CEO 360i @andreagoulet #lavacon
- 34. PROCESS Content is the circulatory system of an organization, where process acts like arteries and veins. One small kink in the process can have devastating effects to the system. @andreagoulet #lavacon
- 35. Think of a current @andreagoulet #lavacon situation. ! Where are the kinks in your process?