integrating content planning and delivery across the enterprise
TRANSCRIPT
Integrating Content Planning & Delivery across the Enterprise
Connie GiordanoExecutive EditorTechWhirl / INKtopia
Going From Busted Silos to Beautiful Music
LavaCon Conference 2015
Connie Giordano One-half of INKtopia Limited, publishers
of TechWhirlDual role as Executive Editor of TechWhirl, and
consultant/content services provider via INKtopia
Masters, Organizational Communication, Queens University
25 years in technical and marketing communications
Cross-functional experience in knowledge management, process design, and business analysis
Expertise in editing, journalism and tech comm industries
@[email protected]/in/conniegiordano
Integrated Content Planning & Delivery
Melody amidst cacophony? What’s in the repertoire Let’s get together and start a band Before there’s music Composing, scoring, and arranging Auditions, contracts and
rehearsals When the reviews come in Producing a symphony on
a garage band budget
Melody amidst cacophony?
Street musiciansOrchestra warms upConcert sound check
Music is performed,but is it recorded, can it be reproduced, can others perform it, is it worth performing at all?
How to orchestrate the approach to planning, creating and delivering content
Imagine for instance…
:
Elements of beautiful music
:
StrategyAssessment
Framework
PlanSchedule
Produce
Before there’s music….
Business: What kind of musicians are we?
Brand: What music do we want to be known for
Content: What can we play, and who are ouraudiences and what do they want to hear?
There’s strategy
A quartet needs a director
Check out Brain Traffic’s Content Quad
A useful way to think about how to get from business goals and brand strategy to actual content assets.
Even though it’s a quad, it applies the same principles as the content triangle we cover on TechWhirl.
Know the repertoire: what do we already have, how useful is it, and what’s missing?
Who creates content in the organization?
There’s assessmentBefore there’s music…
Excerpts
Excerpts
What’s currently playing?
Time spent searching for content Money spent recreating content that can’t be found Brand impact
Multiple sourcesMultiple voicesInconsistent quality
Operational impactSystemsProductivityCustomer satisfactionEmployee engagement
And what’s the impact?
Who are the content players ?
Introducing:MarketingCorp commProduct Development / R&DTech commProduct supportCustomer serviceSales SupportHRCompliance/legalProgram/project managementOperations
Let’s get together and start a band…
Identify the content players and influencers and start conversations:NeedsInterestsProblemsConsequencesCommon goals
The Producer: find a championRehearse: Propose a proof of conceptRoll into production
Pulling together the playlist
Content StrategyHow do we decide what to play?
Organizational goalsWhat do we already haveLifecycle approach
Composing, scoring and arranging
Messaging FrameworkBrand messaging, win themes, discriminators, key works.Key audiencesPotential channels and their attributesA matrix that aligns messaging
with audiences, goals, and channels
Journey MapsKey touchpoints with customers
Personas & Use CasesWho are the customers, and how are
they using content at these key touchpoints
Integrated Content Planning & Delivery
Auditions, contracts & rehearsals
Enterprise content planFearless editorial calendar management: going
omni-channelCreateReviewPublishPromoteReuse
Integrated Content Planning & Delivery
It’s show time
Creation & production• Workflows• Style guides
• Checklists & assignments
• Creation & revision
Monitoring & analytics
Integrated Content Planning & Delivery
ExcerptsThe awesomeness of Trello
Excerpt
When the reviews come in ….
Feedback mechanisms Iterative planningReporting
Refine creation and delivery
Produce symphonies
Some cheap and free tools to handle pieces of the content creation & delivery
Will it scale?
When to hire an outside producer
With a garage band budget
Integrated Content Planning Playlist
Set of templates to start on the path to managing content in an integrated way Content Strategy Enterprise Content Audit Content Assessment Matrix Persona Creator Journey Mapper / Messaging Framework Content Categories checklist Omni-channel Content Plan Editorial Calendar Style Guide Project Tracker
Resources
TechWhirl template library Trello Teamworks PM Google Analytics Slack
Connie [email protected]@cpgiordano www.linkedin.com/in/conniegiordano/en@techwritertoday
:
: