managing the politics of content

MANAGING THE POLITICS OF CONTENT

Hilary Marsh, Content Company Ragan Content Summit, June 2013

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


•  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


WHAT IS CONTENT STRATEGY? 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


WHAT IS “CONTENT”?


EVENT PRODUCT CLASS PROGRAM RESEARCH


CONTENT STRATEGY IS REALLY…


EVENT STRATEGY PRODUCT STRATEGY CLASS STRATEGY PROGRAM STRATEGY RESEARCH STRATEGY



“EVERY PIXEL HAS AN OWNER” – Paul Ford, former Web editor at Harper’s magazine Confab 2013


TO TRANSCEND POLITICS


1.  SELL THE VISION 2. RESPECT THE DEPTH 3. FOSTER COLLABORATION 4. MOTIVATE AND RECOGNIZE 5. REDEFINE SUCCESS


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


[email protected]

managing the politics of content

Technology