This document discusses content strategy challenges and solutions. It outlines common challenges organizations face with content like poor findability, lack of oversight, and content not matching user needs. The presentation defines content strategy as establishing who publishes what content and when as well as processes and governance. It recommends transcending political challenges to content strategy through selling the vision, respecting stakeholders, fostering collaboration, recognizing contributions, and redefining success metrics.

1. MANAGING
THE POLITICS
OF CONTENT
Hilary
Marsh,
Content
Company
Ragan
Content
Summit,
June
2013

2. CONTENT STRATEGY CHALLENGES
Hilary
Marsh,
Content
Company
• No
one
can
find
anything
on
our
website,
and
they’re
complaining
to
the
CEO
• PracFcally
everyone
in
our
organizaFon
publishes
content
online,
and
you’d
almost
never
know
it
was
from
the
same
organizaFon
• No
one
is
in
charge
of
the
home
page
–
or
everyone
is
in
charge
of
it
• We
can’t
add
comments
because
we
don’t
know
how
to
handle
them
• Some
of
our
best
material
is
presented
as
PDFs,
with
Ftles
like
“4002.pdf”
• Our
website
is
organized
based
on
our
org
structure
rather
than
on
how
our
audience
thinks
about
us
or
our
content
Ragan
Content
Summit,
June
2013

3. Hilary
Marsh,
Content
Company
• Audience
confusion
• Lack
of
customer
engagement
• Higher
customer
service
costs
• Missed
cross-­‐selling
opportuni:es
• No
awareness
of
the
breadth
and
depth
of
what
you
offer
–
and
that
they
need!
BUSINESS CONSEQUENCES
Ragan
Content
Summit,
June
2013

4. WHAT IS CONTENT STRATEGY?
WHO, WHAT, WHEN, WHERE, WHY, HOW OF
PUBLISHING CONTENT
A STRATEGIC STATEMENT TYING CONTENT TO
BUSINESS & USER NEEDS
PEOPLE, PROCESSES, AND POWER TO EXECUTE
THAT STATEMENT
Hilary
Marsh,
Content
Company
Ragan
Content
Summit,
June
2013

5. WHAT IS “CONTENT”?
Hilary
Marsh,
Content
Company
EVENT
PRODUCT
CLASS
PROGRAM
RESEARCH
Ragan
Content
Summit,
June
2013

6. CONTENT STRATEGY IS REALLY…
Hilary
Marsh,
Content
Company
EVENT STRATEGY
PRODUCT STRATEGY
CLASS STRATEGY
PROGRAM STRATEGY
RESEARCH STRATEGY
Ragan
Content
Summit,
June
2013

7. Hilary
Marsh,
Content
Company
“EVERY PIXEL HAS AN OWNER”
–
Paul
Ford,
former
Web
editor
at
Harper’s
magazine
Confab
2013
Ragan
Content
Summit,
June
2013

8. TO TRANSCEND POLITICS
Hilary
Marsh,
Content
Company
1. SELL THE VISION
2. RESPECT THE DEPTH
3. FOSTER COLLABORATION
4. MOTIVATE AND RECOGNIZE
5. REDEFINE SUCCESS
Ragan
Content
Summit,
June
2013

9. THANK YOU
Content
strategy
doer,
manager,
mentor,
teacher
since
1999
Consult
with
associaFons,
corporaFons,
nonprofits
..otherwise,
I’m
kniUng
DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL
@hilarymarsh
Hilary
Marsh,
Content
Company
Ragan
Content
Summit,
June
2013
hilary@hilarymarsh.com