"content everyone: changing content, changing roles" - corey vilhauer at digital content...
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"Content Everyone: Changing Content, Changing Roles" by Corey Vilhauer at Digital Content Strategies Conference 2013 in San Diego, March 14, 2013.TRANSCRIPT
CONTENTEVERYONE
Changing Content,Changing Roles
#everyone
HI.
I’M COREY VILHAUER@mrvilhauer
BLENDINTERACTIVE
SIOUX FALLS, SOUTH DAKOTA
@blendtweets
ACTUALSan Diego
Beach
ACTUALSioux Falls
Snow
“Get your content ready to go anywhere. Because it’s going
to go everywhere.”
- Brad Frost
WHY SHOULD WE?
HOW SHOULD WE?
CONTENT STRATEGYIS GETTING LOUDER
“Get your content ready to go anywhere. Because it’s going
to go everywhere.”
- Brad Frost
“Get your content ready to go anywhere. Because it’s going
TO BELONG TO EVERYONE.”
- Corey Vilhauer
CONTENT STRATEGY
CONTENT STRATEGYPEOPLE
CONTENT STRATEGYEDITION
THE PSYCHOLOGY OF ORGANIZATIONAL
CHANGE:
CHANGEIS HARD
“Change isn’t an event;it’s a process.”
- Dan Heath / Chip Heath
“Content strategy is really about choreographing
multiple talents, roles and personalities...”
- Ahava Leibtag
LACK OF OVERSIGHT
TALENT MISMATCH
POLITICAL INFIGHTING
OUR ROLESDEFINE US
WRITINGIS EGO
WORDS AREPERSONAL
FAILURE IS CERTAIN,
UNAVOIDABLEAND
NECESSARY
“You need to create the expectation of failure - not the
failure of the mission itself, but failure en route.”
- Dan Heath / Chip Heath
“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
EMPATHY
“...empathy can be described as feeling the feelings of another with the greatest
accuracy and effort.”- Whitney Hess
HOW DO WE DO IT?
1. BE CURIOUS
ASK QUESTIONS
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?
Who can lead this project for us?
How do we treat content? How can we change this?
Do I need a beer?
“There’s a chance that things’ll get weird.
- Archers of Loaf
2.BE CLEAR
500pxTERMSOF SERVICE
3.BE DELIBERATE
(does not need)
PROVIDE TOOLS
PROVIDE TOOLSWITHIN REASON
“When the client feels like they have some input during the project planning phase,
they are more likely to enjoy the ride.”
- Melissa Rach
4.BE CONNIVING
TAKE ADVANTAGE OF GOALS
IDENTIFYSTRENGTHSAND PLAYTO THEM
5.BE A TEACHER
AHA!
LISTEN
UNDERSTAND
SOLVE
KNOWING INFO ≠COMMUNICATING INFO
PEOPLE WORK DIFFERENTLY
YOU CAN’T WINEVERY BATTLE.
HOW MUCH CHANGE CAN WE HANDLE?
HOPE FOR THE BEST
THANK YOU.
COREY VILHAUERI am still
blendinteractive.comeatingelephant.com
blackmarks.net
RESOURCES
eatingelephant.com/contenteveryone