lavacon 2012: evolution of an empowered content team
DESCRIPTION
Evolution of an Empowered Content Team Having a hard time getting the resources to implement your content initiatives? Do your stakeholders think anyone can write content? Not getting the support you need for content management tools and headcount? Then it’s time to take charge of your Content department’s image and reputation. By investing just a little bit of time and effort in a public relations campaign for your department, you can open up the purse strings and get the resources you need to implement content improvements for your organization.TRANSCRIPT
THE EVOLUTION OF AN EMPOWERED CONTENT TEAM
LavaCon
Portland, OR
OCTOBER 2012
Confidential and Proprietary2
WHY
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THE BENEFITS OF AN EMPOWERED CONTENT TEAM
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• Greater job satisfaction
• High quality work
• Long-term benefits
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IN THE BEGINNING…
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STARTING LINE
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INFORMATION GATHERING
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• Surveys
• Focus groups
• Strategic 1:1’s
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SURVEYS
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FOCUS GROUPS
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STRATEGIC 1:1’S
CEO
Director
Manager
Writer
Writer
Writer
Manager
Sr Writer
Writer
Director
Manager
Sr Writer
Writer
Manager
Sr Writer
Writer
Director
Manager
Writer
Writer
Writer
Sr VP Sr VP
VP VP
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THE QUESTIONS
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THE QUESTIONS - EXAMPLES
1. What do you think the Global Content team does?
2. If Global Content were a kind of car, what kind of car would it be?
3. Give us 3 words that describe the content team?
4. What do you like most about the content team?
5. What do you find frustrating?
6. What are your expectations of the content team? Be specific.
How do we rate on a scale of 1 to 10:
7. Quality of work
8. Personnel
9. Processes
10. Anything else you’d like to add that we haven’t discussed or covered?
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SET THE STAGE
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SET THE GROUND RULES
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MAKE IT FUN
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CAMPAIGNS
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“LESS IS MORE”
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“CUSTOMER VOICES”
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“CUSTOMER VOICES”
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“CUSTOMER VOICES”
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“JARGON”
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“JARGON”
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“JARGON”
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OTHER TACTICS
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BROWN BAGS, NEWSLETTERS, & BLOGS
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Available now in stores and online
Peach Pit Presshttp://www.peachpit.com/store/product.aspx?isbn=0321768523
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SUMMARY
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KEY TAKEAWAYS
• Leverage existing content and resources and find ways to monetize it.
• Engage company employees in content initiatives.
• Educate them on content processes and challenges
• Highlight content wins and success of content-specific projects.
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QUESTIONS?
THANK YOU
Eunice Louie Email: [email protected]
Skype: eulouie
LinkedIn: www.linkedin.com/in/eunicelouie
Mike StevensEmail: [email protected]
Skype: mike.e.stevens
Twitter: @MichaelSaidThat
LinkedIn: www.linkedin.com/in/mestevens