Transcript

Selling your Content Strategy to Executives

Steve Walker, Experis

@_SteveWalker #BuildContentStory @LavaCon

@_SteveWalker #BuildContentStory @LavaCon

About the Speaker

@_SteveWalker

www.ExperisSpark.com

LinkedIn: SteveWalker

[email protected]

Topic Review

Content is everywhere, in every company, but not every executive sees the financial benefit. In this

session, we’ll 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

Problem Statement

How to we position/defend/justify our content strategy work?

How do we get our initiatives approved?

@_SteveWalker #BuildContentStory @LavaCon

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.

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Problem/Solution

Ambiguity

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Concepts to Explore

• Baseline Definitions

• “The Content Value” proposition

• Who cares about what?

• Content Arguments

• Building your story

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Building Your Story

Characters

Setting

Plot

Script

Look for the TagLook for the Tag

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Definitions

Content

Content 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).

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Definitions

Executive

Individual who is responsible for implementation/buying decision. Normally has direct connection to the business pain.

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Definitions

Content Strategy

Global 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: http://experisspark.com/#sthash.Kf8Qq4WI.dpuf

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Definitions

Content Strategy Results

• Authoring process improvements

• Technology recommendations

• Campaign creation

• Campaign management

• DAM strategy

• Sentiment Analysis

• Enterprise Search

• Content Creation

• Content Outsourcing

• Localization process management

• CMS setup/configuration

• Glossary creation

• Taxonomy/IA management

• Content Curation

• What ever is next…..

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“The Content Value” proposition

• Why is our “Content” important?– Improves 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.

SettingSetting

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Who cares about what?

SettingSetting

• Revenue/Profit Growth• Shareholder equity• Revenue/Profit Growth• Shareholder equity

• Revenue/Profit Growth• Cost Reduction• Operational Efficiency

• Revenue/Profit Growth• Cost Reduction• Operational Efficiency

• A “Need”• Delivery objective• A “Need”• Delivery objective

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Content measurements

• Tools to quantify investment– Cost of Litigation– Cost of content production– Time to Market– Cost of localization spend

PlotPlot

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Content measurements

• Tools to build your plot– Objective mapping– Cost compared to broader objective– Normal 3 year ROI

PlotPlot

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Real World Example

Fortune 100 Industry –

Hardware/Services

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Building your Story

@_SteveWalker #BuildContentStory @LavaCon

Building your Story

@_SteveWalker #BuildContentStory @LavaCon

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?

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Building your Story

• Define Characters– Who is your decision maker?– Who actual has the business pain?– Is it a pain or need?

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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?

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Building your Story

• Editorial Review/Deliver story– Make your case to your Executive– Gain additional support– Expect revisions

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Real World Example

Fortune 100 Industry –

Hardware/Services

@_SteveWalker #BuildContentStory @LavaCon

Building your Story

@_SteveWalker #BuildContentStory @LavaCon

Problem/Solution Recap

How to we position/defend/justify our content strategy work?

How do we get our initiatives approved?

@_SteveWalker #BuildContentStory @LavaCon

About Speaker

Steve Walker, Senior DirectorGlobal 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.

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Experis

• $23B organization• National coverage• Dedicated Global

Content Solutions practice

• Blend of content and technology

• Top 10 provider of Globalization Services

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Q&A

Questions?

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