Managing the Politics of Content
What does content strategy mean in an organization where “silo” is a matter-of-fact term and not a criticism? How do you introduce new ways of creating content when the organization’s unspoken motto is “that’s the way we’ve always done it”? How do you create consistency and collaboration when divisions have their own budgets, programs, and sometimes even brands? How do you engender trust and promote information-sharing when content creators don’t know one another? And finally, if division strategies include “create X amount of online toolkits,” how do you build the case that creating less content can be better?
These organizational challenges exist in many content-rich organizations and can be equally true for social media channels, intranets, e-newsletters, and websites. Results include large amounts of content that isn’t always of the same quality, audiences that can’t find the information they are looking for, contradictory or outdated information remaining online – and, most important, business goals that are not met.
This session will showcase real-life strategies and tactics for overcoming these challenges:
- Getting buy-in from management for working in new ways
- Creating “aha” moments for content creators
- Building a “content strategy army”
- Incorporating new ways of measuring success
- Creating governance structures using change management lessons
The session will include interactive exercises and discussion, so participants will leave with the tools they need to get started.
Hilary Marsh, Content Company, Inc.