Storming the Castle 2015 [LavaCon Keynote]

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Video recording coming soon! In the meantime see the extended cut: http://bit.ly/uc-sl-storm and https://vimeo.com/80513322 (Note: the 2013 version was aimed at the techcomm audience) Do you feel ready to ask for a million dollars for your content initiative? 5 years ago I was asking for hundreds of thousands for content project, now I routinely ask for multiple millions. This short TED-style reboot of my "Storming the Castle" presentation summarizes some of the tips I've developed along the way. Learn to position content properly and learn to sell your strategy up to the people who can make it a reality.

Education

Storming the Castle
Reach those who control the
power and the purse strings
@nozurbina @lavacon
www.urbinaconsulting.com

@nozurbina
Me (Noz Urbina, Urbina Consulting)
Content strategist & modeller
Consultant/trainer
Author
Guest Lecturer (Graz University, Austria)
Work in USA/Europe, based in Spain
urbinaconsulting.com/events
89 3929 31 x88
24g
UC.com 2015

CONTENT AND STRATEGY,
STRATEGY AND CONTENT

@nozurbina
Content strategy
• Right content
• Right format
• Right language
• Right time
Org
Goals
User
GoalsCS
Content strategy is the alignment of content people, process,
platforms, and positioning to support business strategy.

“What we've got here is… failure to
communicate”
– Strother Martin (as prison warden), Cool Hand Luke

Your content
strategy needs a
content strategy
Balance
frequency,
qualitative &
quantitative
So what?
A revolution must
be marketed

“Keep your friends close, but your enemies
closer.”
- “Michael Corleone”, The Godfather Part II
Image: Newline Cinema

Image: Newline Cinema
Audits, EoL &
other disasters are
your friends
Kiss some ass;
strategically
Turn challenge
into conversation

“Do what you can, with what you have, where
you are”
- Theodore Roosevelt
Image: Wikimedia commons
“Good Strategy, Bad Strategy” – Rumelt

Image: Wikimedia commons
“Good Strategy, Bad Strategy” – Rumelt
Step by step;
program not
project
Not every
situation can be
turned
Strategy =
diagnosis +
policy +
tactics
reality
“Good Strategy, Bad Strategy” – Rumelt
Push, but be ready
to compromise

"If I don't have a toy, I don't have a project"
- [One of my clients]
Image: Wikimedia commons

Image: Wikimedia commons
Don’t be tech-led,
but be realistic
Make tools for
your champion(s)
Help your
manager help you

“Too much self-centered attitude, you see,
brings, you see, isolation. Result: loneliness,
fear, anger.”
- Dalai Lama
Image: Moyan Brenn

Image: Moyan Brenn
Be empathetic,
persistent,
communicative
Do good
Get you some
sexual chocolate!
Users
You
Org

@nozurbina
Email me your
storming
challenges!
noz.urbina@urbinaconsulting.com
www.urbinaconsulting.com

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