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Oct‐14
1
@dr_herman #LavaCon
Jumping into a Leadership-focused Content Strategy
with Four Left Feet
Dr. Liz Herman
@dr_herman #LavaCon
About the Speaker
• Long-time technical communicator
• Passionate about #techcomm, #km, #pm, #organizationalculture
• Healthcare program management background
Presenting STC Summit 2014 Lightning Talk
• And fun
Oct‐14
2
@dr_herman #LavaCon
@dr_herman #LavaCon
Oct‐14
3
@dr_herman #LavaCon
@dr_herman #LavaCon
The Job
• Content management, content strategy, user experience *not* part of the job description
• All in the same stable
– Project/Program Management
– Customer Engagement
– Technical Communication
– Relationship Management
• First tasks
– Team communication
– Proposal Development
Oct‐14
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@dr_herman #LavaCon
Immediate Challenges
• No content strategy
• Inadequate time to plan
• Unfamiliar processes
• Different organizational culture
• Limited credibility
• Relationship trust
@dr_herman #LavaCon
Pre-Content Strategy Planning
• The get-by plan
– Organize a kick-off meeting
– Locate and identify content repository
– Distribute task order statement of work
– Email and phone calls
– One size fits all approach
Oct‐14
5
@dr_herman #LavaCon
@dr_herman #LavaCon
Oct‐14
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@dr_herman #LavaCon
@dr_herman #LavaCon
Moving Forward
Oct‐14
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@dr_herman #LavaCon
Analysis
• What did we need?
– Tame the herd
– Viable distribution methods
– Understanding of decision makers, evaluators, implementers
– Understanding of areas of expertise
– A clear leader
– Consistent communication
– UX
@dr_herman #LavaCon
Planning (and Doing)
• Took charge
• What did we do? – Virtual Meetings
• All plus internal
• Team profiles/presentations
• Weekly, Bi-Weekly, Monthly
– SharePoint
• End-to-end capture
• Bid decisions
– Decision (RACI) Matrix
Oct‐14
8
@dr_herman #LavaCon
A Repeatable System
• Basic
– Templates
– Dedicated repositories
– Tagged content
– Standard processes
– Version control
– Repurposing
• Complex
– UX
@dr_herman #LavaCon
Was it Easy?
• No.
Oct‐14
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@dr_herman #LavaCon
@dr_herman #LavaCon
Oct‐14
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How did it turn out?
• WIP
• SMEs
• Collateral
• Continue to Plan
@dr_herman #LavaCon
@dr_herman #LavaCon
Oct‐14
11
@dr_herman #LavaCon
Thank you!
Dr. Liz Herman
• www.linkedin.com/in/lizhermanphd/