1. 1. Terrence Piercy & Samantha Todd
2. 2. Advocate No Matter who you are! Practitioner, executive, manager, student, or even just a curious bystander. It is within your power to assume responsibility for improving the content that you create and manage. There are multiple ways to advocate the content you create.
3. 3. Talk Straight, Not Tech Find the right words to explain what it is and why it matters. Doesnt matter what level you are, there is no way around this conversation. Youll have to discuss this in every scenario. Clients, family, colleagues, etc. Dont confuse people and make them uninterested with too much technical mumbo jumbo.
4. 4. What NOT to do Samantha : So! What do you do? Terry: Im a content strategist. Samantha: Oh! What does that mean? Terry: In many companies, the content lifecycle is totally undefined and ignored. Content is constantly getting produced in silos, and no one is fully accountable for its governance. And the problem is just getting worse, because no one understands that content requires strategic consideration and dedicated resources. So I analyze, strategize, and implement solutions that help businesses realize their goals while ensuring users are able to successfully meet their objectives. Samantha: I think Im getting a call on my cell. [Hurries away uninterested]
5. 5. Talk Straight, Not Tech You dont want to alienate someone with all those complicated insider terms. They may actually need your services and you may have just chased away a potential client. Unfamiliar words tend to freak people out. Technical mumbo jumbo just doesnt work. Its a sure way to make sure that no one ever invites you to a party again.
6. 6. A better way to converse Samantha: So! What do you do? Terry: Im a content strategist. Samantha: Oh! What does that mean? Terry: You know how, on lots of the websites you go to, most of the information is hard to find, or inconsistent, or totally irrelevant, or just really bad? Samantha: Yes, it is! In fact, my own companys site is straight-up embarrassing. Im so frustrated that no one is fixing it. Terry: Thats what I do. I fix it. Samantha: And how might I acquire some of this so-called content strategy? Because I happen to be the CEO of this company, and we have millions of dollars that I would like to pay you as soon as possible.
7. 7. Talking Straight At this point, you have an opening to explain basic principles using constraints (website vs. company-wide content lifecycle) that make it seem achievable. When youre talking to clients and colleagues, this initial exchange ends up being a very sensible and non- scary starting point for the much larger discussion that inevitably arises. You secured a new client and major money making opportunity by keeping the conversation less complicated and more understanding.
8. 8. Champion Content Always When a website is in its building phase, theres usually no content on it. Websites tend to use lorem ipsum as a placeholder for content. If you launch your website with no content, it will make you look pretty foolish as the creator.
9. 9. Champion Content Always Many web designers tend to design with the mindset get the copy first then design for it. Unfortunately, many web designers have no control over the content so they are forced to design with placeholder text. Try to look at things this way: content first isnt copy first. Its about considering content its impact factors, goals, and lifecycle from the very beginning of the design process.
10. 10. Take to the Streets! Get out there and advocate your content! Let your voice be heard. Say this to yourself: I hereby swear to never, ever, ever say I cant blog or speak at conferences or write articles or give a presentation or tweet or speak up at meetings because I dont have anything interesting to say.
11. 11. Take to the Streets When you work at a job day in and day out, you tend to forget that there are many, many other people out there who dont know what it is that you door that do what you do and need ideas about how to do it differently or better. You think you dont have anything to talk about only because the stuff you do seems so obvious and ordinary. But it only seems that way to you. There are folks who would very much like for you to explain to them what you do, why you do it, and what youre discovering along the way. After all, you want to know what theyre up to, too, dont you? Be brave, people. Get out there and do something.
12. 12. Utilize your tools of trade Blog it Share it on social media Be Engaging
13. 13. A real-life example of Advocacy
14. 14. Met a Chevy rep at a Klout Party
15. 15. Chevy Sonic For A Week
16. 16. Chevy Sonic Blog Post
17. 17. Invited to Various Events
18. 18. Studio with Gyptian for MTV x Chevy "Hey, I'm a blogger", "If you're a barber then why do you have that beard?" "No I said a blogger, not barber!"
19. 19. Tweet From Gyptian
20. 20. Park A Spark Challenge in NYC
21. 21. Trip to Nevada To Film Corvette Commercial
22. 22. Chevrolet & Tweet & Custom Landing Page Vimeo.com/Corvette
23. 23. Corvette Stingray Commercial
24. 24. Terrys Billboard in Time Square
25. 25. Be Seen and Be Heard! When it comes to Advocacy, theres something out there for everyone. What will you do? What will be your calling? Let the world know your content exists. It can truly be a difference maker.