How to transform your organization's content so it focuses on the reader, how to navigate your organization's political landscape and use respect to uncover the buried treasures, and "mix" your content to serve up key topics in multiple new and effective ways
Organizational Structure Running A Successful Business
Content Strategy Applied: Making the most of your content
1. CONTENT STRATEGY
APPLIED
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
MAKING THE MOST OF YOUR CONTENT
COLLEGE OF AMERICAN PATHOLOGISTS
DIGITAL TEAM RETREAT – JUNE 2013
2. ABOUT ME
Content
strategy
doer,
manager,
mentor,
teacher
since
1999
Manage
the
Content
Strategy
LinkedIn
group
&
Chicago
Content
Strategy
Meetup
Started
a
content
“meetup”
in
Chicago
in
2002
(one
of
3
globally
at
the
Mme)
Consult
with
associaMons,
corporaMons,
nonprofits
..otherwise,
I’m
kniSng
DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL
@hilarymarsh
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
3. Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
WHAT IS “CONTENT”?
4. CONTENT STRATEGY CHALLENGES
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
• No
one
can
find
anything
on
our
website,
and
they’re
starMng
to
complain
to
the
CEO
• PracMcally
everyone
in
our
organizaMon
can
–
and
does
–
publish
content
to
the
site,
and
on
social
media,
and
you’d
almost
never
know
it
was
from
the
same
organizaMon
• No
one
is
in
charge
of
the
home
page
• Everyone
is
in
charge
of
the
home
page
• We
want
to
share
our
informaMon
on
social
media
more
fully,
but
we
can’t
do
it
easily
because
of
our
technical
limitaMons
5. CONTENT STRATEGY CHALLENGES
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
• We
can’t
add
comment
funcMonality
to
our
content
because
we
won’t
know
how
to
handle
the
comments
• Some
of
our
best
material
is
presented
as
PDFs,
with
Mtles
like
“4002.pdf”
• We
can’t
pull
in
related
links
on
content
automaMcally
because
our
content
isn’t
tagged
or
labeled
• Our
website
is
organized
based
on
our
org
structure
rather
than
on
how
our
audience
thinks
about
us
or
our
content
• Our
audience
can’t
get
the
informaMon
they
want
from
their
mobile
devices
6. CONTENT STRATEGY CHALLENGES
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
They’re
about
• process
• ownership
• collaboraMon
• mutual
understanding
(or
lack
thereof)
BUSINESS
7. HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN OF PUBLISHING
WHERE CONTENT
WHY
HOW
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
8. HOW I DEFINE CONTENT STRATEGY
A STRATEGIC STATEMENT
TYING CONTENT
(AND COMMUNICATION)
TO BUSINESS
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
9. HOW I DEFINE CONTENT STRATEGY
AND THE PEOPLE,
PROCESSES, AND POWER
TO EXECUTE THAT
STATEMENT
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
30. Hilary
Marsh,
Content
Company
BE A CONTENT DJ
CAP
Digital
Team
Retreat,
June
14
2013
31. “MIX” YOUR CONTENT WELL
MEMBERS WANT A FEW TOPICS
(THEY WON’T GET BORED)
“BITE, SNACK, MEAL”
Hilary
Marsh,
Content
Company
h]p://www.slideshare.net/hilarymarsh/become-‐a-‐content-‐dj-‐how-‐to-‐create-‐a-‐winning-‐mix-‐for-‐your-‐content-‐markeMng
h]p://ewriteonline.com/arMcles/2011/11/bite-‐snack-‐and-‐meal-‐how-‐to-‐feed-‐content-‐hungry-‐site-‐visitors/
CAP
Digital
Team
Retreat,
June
14
2013
35. REDEFINE SUCCESS
FROM “PUT IT UP” TO USAGE
MEASURE SATISFACTION, AS
WELL AS VISITS
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
36. HELP CONTENT OWNERS
TELL THE STORY OF THEIR
SUCCESS
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013
43. SUCCESS TOOLS
WRITING GUIDELINES
ALL FOR ONE
COLLABORATION
REWARDS
MOTIVATION
Now,
wriMng
guidelines
and
principles
make
a
difference
Now,
collaboraMng
is
more
producMve
than
compeMng
Now,
each
person
is
moMvated
to
reach
out
Now,
individual
interests
lead
to
common
good
Now,
people’s
contribuMons
to
everyone’s
efforts
are
recognized
Hilary
Marsh,
Content
Company
CAP
Digital
Team
Retreat,
June
14
2013