Download - LavaCon 2013 selling your content strategy
Selling your Content Strategy to Executives
Steve Walker, Experis
@_SteveWalker #BuildContentStory @LavaCon
@_SteveWalker #BuildContentStory @LavaCon
About the Speaker
@_SteveWalker
www.ExperisSpark.com
LinkedIn: SteveWalker
Topic Review
Content is everywhere, in every company, but not every executive sees the financial benefit. In this
session, we’ll use story-building techniques to market your content strategy to the Executives and prove how a well-developed business plan with a story
equals a bigger budget.
@_SteveWalker #BuildContentStory @LavaCon
Problem Statement
How to we position/defend/justify our content strategy work?
How do we get our initiatives approved?
@_SteveWalker #BuildContentStory @LavaCon
Real World Challenges
We need to refresh our Document Mgmt strategy.
We need to improve the quality of X.
We need to reduce the time it takes to find our materials.
@_SteveWalker #BuildContentStory @LavaCon
Concepts to Explore
• Baseline Definitions
• “The Content Value” proposition
• Who cares about what?
• Content Arguments
• Building your story
@_SteveWalker #BuildContentStory @LavaCon
Building Your Story
Characters
Setting
Plot
Script
Look for the TagLook for the Tag
@_SteveWalker #BuildContentStory @LavaCon
Definitions
Content
Content is an organizational information-based asset that is used to support a business objective. This asset can consist of both formal formats (including documents, images, rich media, etc) and informal formats (including collaboration sources, social media, etc).
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@_SteveWalker #BuildContentStory @LavaCon
Definitions
Executive
Individual who is responsible for implementation/buying decision. Normally has direct connection to the business pain.
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@_SteveWalker #BuildContentStory @LavaCon
Definitions
Content Strategy
Global content strategy is the identification of how content can be created, managed, and delivered in a manner to support business objectives.
Every organization has business objectives that involve the creation, management, and delivery of content. A global content strategy supports these objectives
See more at: http://experisspark.com/#sthash.Kf8Qq4WI.dpuf
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@_SteveWalker #BuildContentStory @LavaCon
Definitions
Content Strategy Results
• Authoring process improvements
• Technology recommendations
• Campaign creation
• Campaign management
• DAM strategy
• Sentiment Analysis
• Enterprise Search
• Content Creation
• Content Outsourcing
• Localization process management
• CMS setup/configuration
• Glossary creation
• Taxonomy/IA management
• Content Curation
• What ever is next…..
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@_SteveWalker #BuildContentStory @LavaCon
“The Content Value” proposition
• Why is our “Content” important?– Improves our delivery of our product– Critical in the sales process– Improves customer service– Our customers, prospects, and employees are working
with our content. Many opportunities to define our cast of characters.
SettingSetting
@_SteveWalker #BuildContentStory @LavaCon
Who cares about what?
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• Revenue/Profit Growth• Shareholder equity• Revenue/Profit Growth• Shareholder equity
• Revenue/Profit Growth• Cost Reduction• Operational Efficiency
• Revenue/Profit Growth• Cost Reduction• Operational Efficiency
• A “Need”• Delivery objective• A “Need”• Delivery objective
@_SteveWalker #BuildContentStory @LavaCon
Content measurements
• Tools to quantify investment– Cost of Litigation– Cost of content production– Time to Market– Cost of localization spend
PlotPlot
@_SteveWalker #BuildContentStory @LavaCon
Content measurements
• Tools to build your plot– Objective mapping– Cost compared to broader objective– Normal 3 year ROI
PlotPlot
@_SteveWalker #BuildContentStory @LavaCon
Building your Story
• Examine Setting– What is the actual business objective?– What other business events are impacting the
story?– What is your normal business cycle?
@_SteveWalker #BuildContentStory @LavaCon
Building your Story
• Define Characters– Who is your decision maker?– Who actual has the business pain?– Is it a pain or need?
@_SteveWalker #BuildContentStory @LavaCon
Building your Story
• Define Plot– How does the content work specifically
impact the objective?– What are the content value drivers?– What is the true ROI?
@_SteveWalker #BuildContentStory @LavaCon
Building your Story
• Editorial Review/Deliver story– Make your case to your Executive– Gain additional support– Expect revisions
@_SteveWalker #BuildContentStory @LavaCon
Real World Example
Fortune 100 Industry –
Hardware/Services
@_SteveWalker #BuildContentStory @LavaCon
Problem/Solution Recap
How to we position/defend/justify our content strategy work?
How do we get our initiatives approved?
@_SteveWalker #BuildContentStory @LavaCon
About Speaker
Steve Walker, Senior DirectorGlobal Content Solutions Practice - Experis
•20 years in Content related disciplines
•Responsible for Content related Services profile for Experis and implementation of all content related projects
•Specific focus in the maturation in the Enterprise Content Management arena.
•Background includes - Enterprise Data Flow, User Experience, Web Content Management, Collaborative Technologies, Language Services, Knowledge Management, Web 2.0, Social Consulting, and other business disciplines.
@_SteveWalker #BuildContentStory @LavaCon
Experis
• $23B organization• National coverage• Dedicated Global
Content Solutions practice
• Blend of content and technology
• Top 10 provider of Globalization Services
@_SteveWalker #BuildContentStory @LavaCon