slideshare - managing change - the achilles heel of content - katrina neal
TRANSCRIPT
Katrina NealHead of Content Marketing, Cisco
@katrina_neal
Managing Change - The Achilles Heel of Content Marketing?
@katrina_neal@katrina_neal
- Top 5 rookie change management mistakes -
Rookie 1. Definition (n.) an error due to inexperience
Thinking a content
marketing platform is
your answer
@katrina_neal
@katrina_neal
YOU NEED: Change management
1. Think Platform + Process + People
2. Beware human reactions to highly structured workflows
3. Think marketing transformation skills & attitudes
Get Started:
• CMI: Content Marketing University
• CMI: Content Marketing World
• Kapost: The complete guide to building your marketing workflow
Thinking you can do it
alone
@katrina_neal
@katrina_neal
YOU NEED: Executive buy in
1. Make peace with your brand team
2. Make new friends in IT
3. Storytelling: What could a new world look like?
Get Started:
• Search: “Getting Executive Buy in” on Content Marketing Institute
• Search: Kapost Blueprint of a modern marketing campaign
You run before you have buy in
@katrina_neal
@katrina_neal@katrina_neal
The 8-Step Process for Leading Change- Kotter International
Step 1: Create UrgencyStep 2: Form a Powerful CoalitionStep 3: Create a Vision for ChangeStep 4: Communicate the VisionStep 5: Remove ObstaclesStep 6: Create Short-Term WinsStep 7: Build on the ChangeStep 8: Anchor the Changes in Corporate Culture
“for change to be successful, 75 percent of a company's management needs to "buy into" the change. “ @KotterIntl
@katrina_neal
Isaac Cordal - Politicians Discussing Global Warming, 2011, Berlin, Germany, installation view
@katrina_neal
You forget about internal
marketing
@katrina_neal
@katrina_neal
YOU NEED: Great marketing
1. Communicate the vision
2. Consider different learning styles
3. What content do they need to motivate?
Get Started:
• Stakeholder Interviews
• Company meetings
• Lunch and Learn [skills]
You didn’t think that
culture could eat YOUR
strategy for breakfast
@katrina_neal
@katrina_neal
“The people dimension of change: The most commonly cited reason for project failure is problems with the people side of change”
https://www.prosci.com/adkar/adkar-model
@katrina_neal @katrina_neal
@katrina_neal
??
???
@katrina_neal
@katrina_neal
www.16personalities.com @16Personalities
@katrina_neal
@katrina_neal
Rational | Impartial | Strong Willed | Strategic Thinkers | Can ruffle feathers
www.16personalities.com
@katrina_neal
Empathy| Diplomacy | Imaginative | Brings Harmony | Can find it hard to make decisions
www.16personalities.com
@katrina_neal
Highly Practical| Create Order | Rules | Excellent Logisticians| Can be inflexible
www.16personalities.com
@katrina_neal
Spontaneous| Think on Feet| Masters | Brilliant in a Crisis | Can be seen as risky
www.16personalities.com
@katrina_neal
??
???
www.16personalities.com
ExplorersSpontaneous| Think on Feet|
Masters | Brilliant in a Crisis | Can be seen as risky
AnalystsRational | Impartial | Strong Willed | Strategic Thinkers |
Can ruffle feathers
DiplomatsEmpathy| Diplomacy | Imaginative |
Brings Harmony | Tough decision making
SentinelsHighly Practical | Create Order | Like Rules | Excellent Logisticians| Can be
inflexible
@katrina_neal
ENTP “The Debater”Smart and curious thinkers who cannot resist an intellectual challenge.
@katrina_neal
@katrina_neal
ESFP “The Entertainer”Spontaneous, energetic and enthusiastic people – life is never boring around them.
@JoePulizzi
@katrina_neal
How will you lead change?
www.16personalities.com
@katrina_neal
@katrina_neal
“Change management for content marketing: Its not about the platform. Its about people. People speaking the same language. Consistently. Over a period of time.
With executives who have your back. And supporting the content marketing evangelists as your champions”
- Katrina Neal -
@katrina_neal