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Confab assess-progress 2018-05-22 - final

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This presentation walks you through the content assess and progress (CAaP) methodology for identifying content initiatives that will have the most impact on your business and audience.

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Confab assess-progress 2018-05-22 - final

  1. 1. Photo by Gabriel on Unsplash Content assess and progress How to identify high-impact content initiatives and next steps Twitter: #Confab2018 #AssessProgress @Kathy_CS_Inc
  2. 2. Project-based content strategy is an oxymoron. But it’s real.
  3. 3. Welcome content leaders! • Strategists • Directors and managers • Lead practitioners Photo by Craig Whitehead on Unsplash
  4. 4. What keeps content leaders up at night?
  5. 5. What keeps content leaders up at night? • Building a business case and getting buy in • Aligning teams around content standards • Knowing where to start
  6. 6. Why is it so hard? We have different backgrounds, and often see only through the lens of our past experience. Photo by Amanda Kerr on Unsplash
  7. 7. If you don’t want to miss anything, follow a recipe.
  8. 8. Our recipe for selecting high-impact content initiatives. Photo by Jeff Sheldon on Unsplash
  9. 9. Content strategy ingredients • A generous scoop of access to people across your organization • A pound of ability to listen • One open mind • A heaping spoonful of time and patience • A pinch of ability to connect the dots • Budget, to taste Photo by Calum Lewis on Unsplash
  10. 10. The method Strategic direction Front stage CX of content Practitioner Back stage Governance Manager & Practitioner Objectives and priorities Strategist
  11. 11. The method Strategic direction CX strategy Digital strategy Product strategy Channel strategy Marketing strategy Research… Needs Interests Preferences Capabilities …related to content Contentstrategy Get new customers? Retain/extend customer? Do more with less? Improve customer experience? Compete in digital space?
  12. 12. Audience Needs Tech Skill sets Message Brand MetricsBusiness Goals Structure Content Types Content Channels Department Goals Process That’s a lot to think about! It’s complicated and messy
  13. 13. I can’t do everything all at once! Where do I start?“ ”~ Content Leaders Everywhere
  14. 14. We go with what we know and ignore the rest • Feels less overwhelming. • We can quickly “move the needle”. • Position ourselves as experts.
  15. 15. What if you could find what’s best for your company? • Needs a system to help you see areas not obvious to you. • May not have the right skillsets, right away • Position yourself as a detective, and a learner.
  16. 16. Step 1: Be a detective. Find known priorities • Business priorities • Content priorities Step 2: Be a learner. Assess your readiness • Strategic readiness (business + audience + channels) • Content readiness • Content practice readiness Summary of steps: Identifying strategic content initiatives
  17. 17. Part 1: Be a detective Step 1: Be a detective Find known priorities
  18. 18. Start with what you control or influence Global marketing WebsiteProduct content Corp Comms Social media Media Relations Product marketing DigitalRegional marketing
  19. 19. Identify your known priorities What’s most important to your business? To your department? What content priorities have already been defined?
  20. 20. How important are these business goals? On a scale of 1 – 5 • Improve experience • Support customers • Reach new markets • Change behaviors • Improve digital maturity • Strengthen brand • Be more inclusive • Be more efficient • Build awareness • Innovate
  21. 21. Don’t expect to do this yourself • Talk with people • Investigate • Listen • Bring cookies Photo by Erol Ahmed on Unsplash
  22. 22. How important are these content goals? On a scale of 1 – 5 • Personalized content • Reusable content • User-generated content • Consistent content • Dynamic content • Easy-to-find content • Quality translated content • Locally relevant content • User-focused content • Adaptive content
  23. 23. Don’t waste your energy on unimportant things.
  24. 24. How would other people rate these priorities? And what if everything is super important?
  25. 25. Think about timing
  26. 26. Find the relationships
  27. 27. Real world example Reach inter- national markets Provide accessible XPs Personalize content Nurture advocates/ champions Make a product easier Global & regional alignment
  28. 28. Real world example Foundational Initiative A: Customer experience improvements • Improve customer experience • Consistent content • Easy-to-find content
  29. 29. Real world example Discrete Initiative B: Encourage people to use less electricity • Change behavior • Build awareness • Be more inclusive • User-generated content
  30. 30. Quick review: Discover known priorities 1. Focus on what you can control and/or influence. 2. Rate the importance of business goals. 3. Rate the importance of content goals. 4. Discard goals that aren’t at all important. 5. Focus first on more urgent goals. continued…
  31. 31. Quick review: Discover known priorities 6. Look for relationships and categories. 7. Determine if they’re foundational or discrete. 8. Plan for the non-urgent goals: a. Integrate what you can into priority initiatives. b. Tackle quick fixes. c. Roadmap the rest.
  32. 32. Part 2: Be a learner Assess your readiness
  33. 33. Assess your readiness • What have you got already? • What’s not useful anymore? • What’s missing? If things are documented and approved, there’s less risk.
  34. 34. Assess your readiness Consider: • Strategic readiness • Content readiness • Content practice readiness
  35. 35. Assess your readiness Consider: 1. Strategic readiness
  36. 36. Assess your strategic readiness What’s clear and documented? • Business objectives? • Audience needs related to content? • Channel considerations? • Other strategies or initiatives?
  37. 37. What’s guiding business decisions? On a scale of 1 – 5 • Approved strategic business goals for three years • Clear, corporate vision and mission • Impacted departments have goals and budget • Departments have a history of supporting each other • Department leaders work together to stay aligned
  38. 38. • Goals are prioritized relative to each other & timing • Goals have success measures associated with them • It’s clear how content supports organizational goals • Approved, over-arching CS guiding principles • Tech & resourcing needs are understood & realistic What’s guiding business decisions? On a scale of 1 – 5
  39. 39. • Each piece of content has defined primary audience • It’s clear how content supports intended audience • Primary and secondary audiences are understood • There are situational contexts for audience priorities • CX methodologies are applied to content What’s guiding audience decisions? On a scale of 1 – 5
  40. 40. • Regular research is conducted to:  Discover audience needs related to content  Validate and iterated content designs  Measure the effectiveness of published content • Audience needs drive content decisions What’s guiding audience decisions? On a scale of 1 – 5
  41. 41. • Defined audiences for each content channel • Clear purpose and objective for each content channel • Channel goals support one another • Content reinforces consistent XP across channels • Content formats are appropriate for the channel What’s guiding channel decisions? On a scale of 1 – 5
  42. 42. • Channel-specific success metrics are in place • Audience needs across channels are understood • Content design & linking supports cross-channel flow • Content displays well on all publication channels and devices • Your channel mix is thoughtful rather than ad hoc What’s guiding channel decisions? On a scale of 1 – 5
  43. 43. Using your priorities from step 1 as a lens, identify strengths and gaps.
  44. 44. If there are too many gaps, there’s a risk of: • Unexpected shifts in business objectives • Not meeting audience needs with content • Not meeting audience needs in delivery
  45. 45. What critical gaps need to be filled before you move forward?
  46. 46. Real world example 1 Foundational Initiative A: • Improve customer experience • Consistent content • Easy-to-find content
  47. 47. Real world example 1 Potential showstoppers: • Tech & resourcing needs are not understood • No history of department leaders working together • Cross-departmental goals not prioritized
  48. 48. Real world example 2 Discrete Initiative B: Encourage people to use less electricity • Change behavior • Build awareness • Be more inclusive • User-generated content
  49. 49. Real world example 2 No showstoppers, but priorities to build into project plan: • Strategic channel mix • Clear audience definition and focus • User testing of content in the design/validation phase
  50. 50. How confident are you in your skills? Photo by Caroline Attwood on Unsplash
  51. 51. Real world example 3 Perceived need ≠ actual need.
  52. 52. Draft your future vision
  53. 53. Front stage CX of content Practitioner Back stage Governance Manager & Practitioner There’s more! • Content readiness • Content practice readiness
  54. 54. Do you need to make adjustments?
  55. 55. Refine your future vision. Make sure there’s time and budget. Create your plan.
  56. 56. Socialize the vision. Share your plan.
  57. 57. Quick review 1. Assess your strategic readiness • What’s guiding business decisions? • What’s guiding audience-focused decisions? • What’s guiding content channel decisions? 2. Using your priorities as a lens, identify strengths and gaps. 3. Draft your content strategy vision. continued…
  58. 58. Quick review 4. Assess your content readiness 5. Assess your content practice readiness 6. Refine your content strategy vision 7. Be sure you have time and budget 8. Create a plan 9. Socialize and share your vision and plan
  59. 59. Your recipe for identifying content initiatives that work for: • Your company • Your department • Your audience • Your budget • Your timeline
  60. 60. It will be different for everyone Even you, at different times
  61. 61. Everything is flexible. Adapt it to your needs.
  62. 62. What we’re planning Online diagnostic tools & analysis Group, in-person training workshops Online resource library To help build your in-house content strategy expertise.
  63. 63. If you want more • Get updates • Be part of our CS community advisory group www.contentstrategyinc.com/content-assess-and-progress/
  64. 64. Questions? And thank you Kathy Wagner Content Strategy Inc kathy@contentstrategyinc.com @Kathy_CS_Inc | @Team_CS_Inc