working with a content surplus: the complexity of distributed creation (confab mn 2013)
TRANSCRIPT
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
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CLIENTS
LOGO
LOGO
Confab, June 5 2013 Hilary Marsh, Content Company
HOW I DEFINE CONTENT STRATEGY
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
WHO
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
WHO WHAT
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
WHO WHAT WHEN
Hilary Marsh, Content Company Confab, June 5 2013
HOW I DEFINE CONTENT STRATEGY
WHO WHAT WHEN WHERE
Hilary Marsh, Content Company Confab, June 5 2013
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
CONTENT
STRATEGIST AS
ORCHESTRA
CONDUCTOR
Hilary Marsh, Content Company Confab, June 5 2013
THE CHALLENGE
Hilary Marsh, Content Company Confab, June 5 2013
TYPICAL CONTENT STRATEGY
Hilary Marsh, Content Company Confab, June 5 2013
AT A LARGE ORG, IT’S THIS
(ASSOCIATION)
Hilary Marsh, Content Company Confab, June 5 2013
…OR THIS
(CORPORATION)
Hilary Marsh, Content Company Confab, June 5 2013
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
WHO KNOWS WHAT?
WHO COMMUNICATES?
WITH WHOM?
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
DON’T LET IT COME TO THIS
Hilary Marsh, Content Company Confab, June 5 2013
THE SOLUTION
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
RESPECT THE DEPTH
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
UNCOVER THE BURIED TREASURES
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
SURFACE THE GEMS
Hilary Marsh, Content Company Confab, June 5 2013
YOUR MISSION
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
PLAY THE GAME
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
Hilary Marsh, Content Company Confab, June 5 2013
FOSTER COLLABORATION
Hilary Marsh, Content Company Confab, June 5 2013
GIVE THEM TOOLS
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
REDEFINE SUCCESS WOW ‘EM WITH NUMBERS
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
HELP THEM TELL THE
STORY OF THEIR SUCCESS
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
LATHER, RINSE, REPEAT
Hilary Marsh, Content Company Confab, June 5 2013
Hilary Marsh, Content Company Confab, June 5 2013
BUILD YOUR ARMY
Hilary Marsh, Content Company Confab, June 5 2013
SUCCESS BECOMES
EVERYONE’S BUSINESS
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
WORKING TOGETHER FOR CUSTOMER SATISFACTION
Hilary Marsh, Content Company Confab, June 5 2013
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
