Managing the politics of content

Managing the politics of content

• 1.
  MANAGING THE POLITICS OF CONTENT Hilary  Marsh,  Content  Company     Ragan  Content  Summit,  June  2013    
• 2.
  CONTENT STRATEGY CHALLENGES Hilary  Marsh,  Content  Company     •  No  one  can  find  anything  on  our  website,  and  they’re  complaining  to  the  CEO   •  PracFcally  everyone  in  our  organizaFon  publishes  content  online,  and  you’d   almost  never  know  it  was  from  the  same  organizaFon   •  No  one  is  in  charge  of  the  home  page    –  or  everyone  is  in  charge  of  it   •  We  can’t  add  comments  because  we  don’t  know  how  to  handle  them   •  Some  of  our  best  material  is  presented  as  PDFs,  with  Ftles  like  “4002.pdf”   •  Our  website  is  organized  based  on  our  org  structure  rather  than  on  how  our   audience  thinks  about  us  or  our  content   Ragan  Content  Summit,  June  2013    
• 3.
  Hilary  Marsh,  Content  Company     •  Audience  confusion   •  Lack  of  customer  engagement   •  Higher  customer  service  costs   •  Missed  cross-­‐selling  opportuni:es   •  No  awareness  of  the  breadth  and  depth  of  what  you  offer  –  and  that  they   need!       BUSINESS CONSEQUENCES Ragan  Content  Summit,  June  2013    
• 4.
  WHAT IS CONTENTSTRATEGY? WHO, WHAT, WHEN, WHERE, WHY, HOW OF PUBLISHING CONTENT A STRATEGIC STATEMENT TYING CONTENT TO BUSINESS & USER NEEDS PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT Hilary  Marsh,  Content  Company     Ragan  Content  Summit,  June  2013    
• 5.
  WHAT IS “CONTENT”? Hilary  Marsh,  Content  Company     EVENT PRODUCT CLASS PROGRAM RESEARCH Ragan  Content  Summit,  June  2013    
• 6.
  CONTENT STRATEGY ISREALLY… Hilary  Marsh,  Content  Company     EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY Ragan  Content  Summit,  June  2013    
• 7.
  Hilary  Marsh,  Content  Company     “EVERY PIXEL HAS AN OWNER” –  Paul  Ford,  former  Web  editor  at  Harper’s  magazine        Confab  2013   Ragan  Content  Summit,  June  2013    
• 8.
  TO TRANSCEND POLITICS Hilary  Marsh,  Content  Company     1.  SELL THE VISION 2.  RESPECT THE DEPTH 3.  FOSTER COLLABORATION 4.  MOTIVATE AND RECOGNIZE 5.  REDEFINE SUCCESS Ragan  Content  Summit,  June  2013    
• 9.
  THANK YOU Content  strategy  doer,  manager,  mentor,   teacher  since  1999     Consult  with  associaFons,  corporaFons,   nonprofits     ..otherwise,  I’m  kniUng   DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL   @hilarymarsh   Hilary  Marsh,  Content  Company     Ragan  Content  Summit,  June  2013     [email protected]