"content everyone: changing content, changing roles" - corey vilhauer at digital content...
DESCRIPTION
"Content Everyone: Changing Content, Changing Roles" by Corey Vilhauer at Digital Content Strategies Conference 2013 in San Diego, March 14, 2013.TRANSCRIPT
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CONTENTEVERYONE
Changing Content,Changing Roles
#everyone
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HI.
I’M COREY VILHAUER@mrvilhauer
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BLENDINTERACTIVE
SIOUX FALLS, SOUTH DAKOTA
@blendtweets
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ACTUALSan Diego
Beach
ACTUALSioux Falls
Snow
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“Get your content ready to go anywhere. Because it’s going
to go everywhere.”
- Brad Frost
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WHY SHOULD WE?
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HOW SHOULD WE?
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CONTENT STRATEGYIS GETTING LOUDER
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“Get your content ready to go anywhere. Because it’s going
to go everywhere.”
- Brad Frost
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“Get your content ready to go anywhere. Because it’s going
TO BELONG TO EVERYONE.”
- Corey Vilhauer
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CONTENT STRATEGY
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CONTENT STRATEGYPEOPLE
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CONTENT STRATEGYEDITION
THE PSYCHOLOGY OF ORGANIZATIONAL
CHANGE:
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CHANGEIS HARD
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“Change isn’t an event;it’s a process.”
- Dan Heath / Chip Heath
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“Content strategy is really about choreographing
multiple talents, roles and personalities...”
- Ahava Leibtag
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LACK OF OVERSIGHT
TALENT MISMATCH
POLITICAL INFIGHTING
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OUR ROLESDEFINE US
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WRITINGIS EGO
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WORDS AREPERSONAL
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FAILURE IS CERTAIN,
UNAVOIDABLEAND
NECESSARY
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“You need to create the expectation of failure - not the
failure of the mission itself, but failure en route.”
- Dan Heath / Chip Heath
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“No matter how good a cook you are, and no matter how
hard you try, the first pancake of the batch always sucks.”
- Merlin Mann
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EMPATHY
“...empathy can be described as feeling the feelings of another with the greatest
accuracy and effort.”- Whitney Hess
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HOW DO WE DO IT?
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1. BE CURIOUS
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ASK QUESTIONS
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What makes you crazy?
What kind of help do you wish you had?
What is your workflow?
Who owns this project?
Why do you continue doing this?
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Who can lead this project for us?
How do we treat content? How can we change this?
Do I need a beer?
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“There’s a chance that things’ll get weird.
- Archers of Loaf
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2.BE CLEAR
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500pxTERMSOF SERVICE
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3.BE DELIBERATE
(does not need)
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PROVIDE TOOLS
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PROVIDE TOOLSWITHIN REASON
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“When the client feels like they have some input during the project planning phase,
they are more likely to enjoy the ride.”
- Melissa Rach
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4.BE CONNIVING
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TAKE ADVANTAGE OF GOALS
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IDENTIFYSTRENGTHSAND PLAYTO THEM
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5.BE A TEACHER
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AHA!
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LISTEN
UNDERSTAND
SOLVE
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KNOWING INFO ≠COMMUNICATING INFO
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PEOPLE WORK DIFFERENTLY
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YOU CAN’T WINEVERY BATTLE.
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HOW MUCH CHANGE CAN WE HANDLE?
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HOPE FOR THE BEST
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THANK YOU.
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COREY VILHAUERI am still
blendinteractive.comeatingelephant.com
blackmarks.net
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RESOURCES
eatingelephant.com/contenteveryone