LavaCon 2013 selling your content strategy

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  1. 1. Selling your Content Strategy to Executives Steve Walker, Experis@_SteveWalker #BuildContentStory @LavaCon
  2. 2. About the Speaker@_SteveWalker LinkedIn: SteveWalker #BuildContentStory @LavaCon
  3. 3. Topic Review Content is everywhere, in every company, but not every executive sees the financial benefit. In this session, well use story-building techniques to market your content strategy to the Executives and prove how a well-developed business plan with a story equals a bigger budget.@_SteveWalker #BuildContentStory @LavaCon
  4. 4. Problem Statement How to we position/defend/justify our content strategy work? How do we get our initiatives approved?@_SteveWalker #BuildContentStory @LavaCon
  5. 5. Real World Challenges We need to refresh our Document Mgmt strategy. We need to improve the quality of X. We need to reduce the time it takes to find our materials.@_SteveWalker #BuildContentStory @LavaCon
  6. 6. Problem/SolutionAmbiguity@_SteveWalker #BuildContentStory @LavaCon
  7. 7. Concepts to Explore Baseline Definitions The Content Value proposition Who cares about what? Content Arguments Building your story@_SteveWalker #BuildContentStory @LavaCon
  8. 8. Building Your Story Look for the Tag Look for the TagCharacters Setting Plot Script@_SteveWalker #BuildContentStory @LavaCon
  9. 9. Definitions ContentCharacters CharactersContent is an organizational information-based asset that is used to support a business objective. This asset can consist of both formal formats (including documents, images, rich media, etc) and informal formats (including collaboration sources, social media, etc).@_SteveWalker #BuildContentStory @LavaCon
  10. 10. Definitions ExecutiveCharacters CharactersIndividual who is responsible for implementation/buying decision. Normally has direct connection to the business pain.@_SteveWalker #BuildContentStory @LavaCon
  11. 11. Definitions Content StrategyCharacters CharactersGlobal content strategy is the identification of how content can be created, managed, and delivered in a manner to support business objectives. Every organization has business objectives that involve the creation, management, and delivery of content. A global content strategy supports these objectives See more at: #BuildContentStory @LavaCon
  12. 12. Definitions Characters CharactersContent Strategy Results Authoring process improvementsContent CreationTechnology recommendationsContent OutsourcingCampaign creationLocalization process managementCampaign managementCMS setup/configurationDAM strategyGlossary creationSentiment AnalysisTaxonomy/IA managementEnterprise SearchContent CurationWhat ever is next.. @_SteveWalker #BuildContentStory @LavaCon
  13. 13. The Content Value proposition Why is our Content important? Setting SettingImproves our delivery of our product Critical in the sales process Improves customer service Our customers, prospects, and employees are working with our content. Many opportunities to define our cast of characters.@_SteveWalker #BuildContentStory @LavaCon
  14. 14. Who cares about what? Setting Setting Revenue/Profit Growth Revenue/Profit Growth Shareholder equity Shareholder equity Revenue/Profit Growth Revenue/Profit Growth Cost Reduction Cost Reduction Operational Efficiency Operational Efficiency AANeed Need Delivery objective Delivery objective@_SteveWalker #BuildContentStory @LavaCon
  15. 15. Content measurements Plot Plot Tools to quantify investment Cost of Litigation Cost of content production Time to Market Cost of localization spend@_SteveWalker #BuildContentStory @LavaCon
  16. 16. Content measurements Plot Plot Tools to build your plot Objective mapping Cost compared to broader objective Normal 3 year ROI@_SteveWalker #BuildContentStory @LavaCon
  17. 17. Real World ExampleFortune 100 Industry Hardware/Services @Speaker Hashtag @LavaCon
  18. 18. Building your Story@_SteveWalker #BuildContentStory @LavaCon
  19. 19. Building your Story@_SteveWalker #BuildContentStory @LavaCon
  20. 20. Building your Story Examine Setting What is the actual business objective? What other business events are impacting the story? What is your normal business cycle?@_SteveWalker #BuildContentStory @LavaCon
  21. 21. Building your Story Define Characters Who is your decision maker? Who actual has the business pain? Is it a pain or need?@_SteveWalker #BuildContentStory @LavaCon
  22. 22. Building your Story Define Plot How does the content work specifically impact the objective? What are the content value drivers? What is the true ROI?@_SteveWalker #BuildContentStory @LavaCon
  23. 23. Building your Story Editorial Review/Deliver story Make your case to your Executive Gain additional support Expect revisions@_SteveWalker #BuildContentStory @LavaCon
  24. 24. Real World ExampleFortune 100 Industry Hardware/Services @_SteveWalker #BuildContentStory @LavaCon
  25. 25. Building your Story@_SteveWalker #BuildContentStory @LavaCon
  26. 26. Problem/Solution Recap How to we position/defend/justify our content strategy work? How do we get our initiatives approved?@_SteveWalker #BuildContentStory @LavaCon
  27. 27. About Speaker Steve Walker, Senior Director Global Content Solutions Practice - Experis 20 years in Content related disciplines Responsible for Content related Services profile for Experis and implementation of all content related projects Specific focus in the maturation in the Enterprise Content Management arena. Background includes - Enterprise Data Flow, User Experience, Web Content Management, Collaborative Technologies, Language Services, Knowledge Management, Web 2.0, Social Consulting, and other business disciplines.@_SteveWalker #BuildContentStory @LavaCon
  28. 28. Experis $23B organization National coverage Dedicated Global Content Solutions practice Blend of content and technology Top 10 provider of Globalization Services @_SteveWalker #BuildContentStory @LavaCon
  29. 29. Q&AQuestions?@_SteveWalker #BuildContentStory @LavaCon


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