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How Not to Let Content Set your Hair on Fire AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP

How Not to Let Content Set your Hair on Fire

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Text of How Not to Let Content Set your Hair on Fire

  • 1. How Not to Let ContentSet your Hair on FireAHAVA LEIBTAGPRESIDENTAHA MEDIA GROUP

2. @ahavaL #[email protected] #DPM2014 2 3. @AHAVAL #DPM2014 3 4. 122.4 miles 13 rest [email protected] #DPM2014 4 5. @AHAVAL #DPM2014 5 6. Content is like a rest [email protected] #DPM2014 6 7. @AHAVAL #DPM2014 7 8. @AHAVAL #DPM2014 8 9. Karen McGraneThe 11th Hour Sh**[email protected] #DPM2014 9 10. @AHAVAL #DPM2014 10 11. SAVE [email protected] #DPM2014 11 12. @AHAVAL #DPM2014 12 13. When thinking about contentWhat do I need on the:People Process TechnologySide of things to be considered [email protected] #DPM2014 13 14. TODAY: Set up for success1. Pick the right type of content strategist or professional2. Define clear roles and responsibilities3. Identify a scheduler4. Weekly meetings about content ONLY5. SHOW editing & approval timelines6. Define collaboration; not technology7. Get in the same space8. Checklist when things go [email protected] #DPM2014 14 15. [email protected] #DPM2014 15 16. @AHAVAL #DPM2014 16 17. @AHAVAL #DPM2014 17 18. #1: Pick the right type of contentstrategist or [email protected] #DPM2014 18 19. What business problem are you tryingto solve?MessagesFormats: Text, audio, video and [email protected] #DPM2014 19 20. Content Strategists & WritersEDITORIAL & BRAND STRATEGYWritingStyle guidesVoice and toneCharacter limitsBrand strategyTECHNICALDITAXMLMetadataStructured contentAdaptive [email protected] #DPM2014 20 21. #2: Clarify roles and [email protected] #DPM2014 21 22. Who is in charge?Project Manager: What is your job? Explain it to the content people.Content Strategist: EXACTLY what are you in charge of doing?Writers/Content Creators: Who sources your material? Who writes it? Who edits it? Who approves it? Who gives legal approval? (In highly regulated industries?) Who gives executive approval?Who quality assures the content once it is [email protected] #DPM2014 22 23. #3: Identify a [email protected] #DPM2014 23 24. @AHAVAL #DPM2014 24 25. @AHAVAL #DPM2014 25 26. @AHAVAL #DPM2014 26 27. @AHAVAL #DPM2014 27 28. [email protected] #DPM2014 28 29. #4: Separate meetings about contentContent is a separate entity in a project. Treat it like that.Discuss: Templates Character counts Calls to action The No Mans Land of Content [email protected] #DPM2014 29 30. @AHAVAL #DPM2014 30 31. @AHAVAL #DPM2014 31 32. @AHAVAL #DPM2014 32 33. #5: SHOW editing & [email protected] #DPM2014 33 34. @AHAVAL #DPM2014 34 35. @AHAVAL #DPM2014 35 36. Make sure you start the clock [email protected] #DPM201436 37. EstablishContentGovernanceContentAnalysisContentCreationEstablishingworkflowsContentPlanning Persona DevelopmentMessaging Architecture Identity [email protected] #DPM2014 37Build ORclarify thebusinesscaseContentAuditingDiscoveryYOU AREHERE 38. [email protected] #DPM2014 38 39. #6: Define collaboration; [email protected] #DPM2014 39 40. Dont be fooled:Technology is not [email protected] #DPM2014 40 41. #7: Get in the same spaceWhen in doubt:Pick up the phoneDont be a strangerDont [email protected] #DPM2014 41 42. @AHAVAL #DPM2014 42 43. When things start togo [email protected] #DPM2014 43 44. @AHAVAL #DPM2014 44 45. Checklist of how to avoid disaster1. Identify the bottleneck(s)2. Hold an emergency yellow light meeting3. Inform higher ups that timelines will slip if you keep repeating this disastrous contentpattern4. Bring in reinforcements (Who can help clean up this mess?)@AHAVAL #DPM2014 45 46. Ask [email protected] #DPM2014 46 47. TELL ME [email protected] #DPM2014 47 48. IM [email protected] #DPM2014 48 49. HELP ME [email protected] #DPM2014 49 50. [email protected] #DPM2014 50 51. [email protected] #DPM2014 51 52. Questions?Ahava LeibtagAha Media Group, [email protected]@ahavaL @ahavaleibtagTHANK [email protected] #DPM201452