working with a content surplus: the complexity of distributed creation (confab mn 2013)
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WORKING WITH A CONTENT SURPLUS THE COMPLEXITY OF DISTRIBUTED CREATION, OR UNCOVERING BURIED TREASURES
Hilary Marsh, Content Company Confab, June 5 2013
ABOUT ME Content strategy doer, manager, mentor, teacher since 1999 Manage the Content Strategy LinkedIn group & Chicago Content Strategy Meetup Started a content “meetup” in Chicago in 2002 (one of 3 globally at the Hme) Consult with associaHons, corporaHons, nonprofits ..otherwise, I’m kniNng
DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL
@hilarymarsh
Hilary Marsh, Content Company Confab, June 5 2013
LOGO LOGO LOGO LOGO
LOGO LOGO LOGO
CLIENTS
LOGO
LOGO
Confab, June 5 2013 Hilary Marsh, Content Company
HOW I DEFINE CONTENT STRATEGY
WHO WHAT WHEN WHERE WHY
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
WHO WHAT WHEN WHERE WHY HOW
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
WHO WHAT WHEN OF PUBLISHING WHERE CONTENT WHY HOW
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
WHO WHAT WHEN OF PUBLISHING WHERE CONTENT WHY HOW
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
A STRATEGIC STATEMENT TYING CONTENT (AND COMMUNICATION) TO BUSINESS
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
AND THE PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT
Hilary Marsh, Content Company Confab, June 5 2013
WHO KNOWS WHAT?
program product service
employees exisHng
customers prospecHve customers dealers sales
Hilary Marsh, Content Company Confab, June 5 2013
WHO KNOWS WHAT?
program product service
employees exisHng
customers prospecHve customers dealers sales
Hilary Marsh, Content Company Confab, June 5 2013
WHO KNOWS WHAT?
program product service
employees exisHng
customers prospecHve customers dealers sales
SALE!
Hilary Marsh, Content Company Confab, June 5 2013
BE CORPORATE ESTABLISH GOALS FOCUS ON RESULTS GET EXECS TO AGREE ON GOALS LEVERAGE THAT BUY-IN
Hilary Marsh, Content Company Confab, June 5 2013
REDEFINE SUCCESS WOW ‘EM WITH NUMBERS FROM “PUT IT UP” TO USAGE
Hilary Marsh, Content Company Confab, June 5 2013
REDEFINE SUCCESS WOW ‘EM WITH NUMBERS FROM “PUT IT UP” TO USAGE MEASURE SATISFACTION
Hilary Marsh, Content Company Confab, June 5 2013
SUCCESS TOOLS WRITING GUIDELINES
ALL FOR ONE
COLLABORATION
REWARDS
MOTIVATION
Now, wriHng guidelines and principles make a difference
Now, collaboraHng is more producHve than compeHng
Now, each person is moHvated to reach out
Now, individual interests lead to common good
Now, people’s contribuHons to everyone’s efforts are recognized
Hilary Marsh, Content Company Confab, June 5 2013
RECAP RESPECT THE SILOS
UNCOVER THE BURIED TREASURES
GET EXECUTIVE BUY-IN
BUILD YOUR ARMY
HELP THEM TELL NEW SUCCESS STORIES
WORK TOGETHER FOR CUSTOMER SATISFACTION
Hilary Marsh, Content Company Confab, June 5 2013
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