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Improv Content Strategy




Georgy Cohen @radiofreegeorgy #hewebne #ne11 3/18/13
                                                 1
Has this ever
happened to you?
mad hatter




             3
scream




         4
So. Many. Questions!
• Who is this for?
• What are we trying to accomplish?
• What content is needed to reach these people
and achieve these goals?
• What is the state of preexisting content (if
any)? Has it been audited? Is it being revised?
• Where is new content (if any) coming from?
• Who will manage this content going forward?
• What is the process for evaluating the
effectiveness of this effort going forward?
                                                  6
tl;dr
Porsche




          8
Flamng wreck




               9
#headdesk
Do the Right Thing




                     11
I don’t want your life.




                          12
Mox




      13
*deep breaths*
Bugs in Albuquerue / signpost




                                15
I was up above it...
                       Now I’m down in it.

                Trent reznor




                                         16
(BRB, crying
at my desk)
18
19
Red pill / blue bill - honesty about the project




                                                   20
Synchronize swatches




                       21
Hippo




        22
Mighty mouse
  Here I come
to save the day!


                         23
Get support from a
champion, if you can.
Be decisive.
Be selective.
Progress over
 perfection.
Delegate.
Be resourceful.
Schedule a
post-mortem.
Live for Day 2.
L E R
  THE SECRET TO
     P
CONTENTO ISTRATEGY
   S       R   !
             T .
     A L E
  IS LEADERSHIP
THE SECRET TO
CONTENT STRATEGY
  IS LEADERSHIP.
“   Underneath it all, a master content
    strategist must be an advocate and a
    diplomat. We must advocate on behalf of
    the end users, the business users, the
    stakeholders, and the content vision itself.
    And we must use diplomacy to influence a
    wide range of people over whom we don’t
    have any actual authority.

    Rachel Lovinger, Content Strategy Director, Razorfish NYC
                     http://www.alistapart.com/articles/tinker-tailor-content-strategist/

                                                                                            34
“   The only way out is to stop waiting for
    permission, and to start leading. This isn’t
    technically complex, but it takes courage: the
    willingness to leave our comfort zones, face
    our own fear of confronting the status quo,
    and overcome our resistance to shipping.

                       - Jonathan Kahn, Together London
                        http://lucidplot.com/2011/10/03/governance-linchpin/




                                                                               35
Thank you!



                   Mighty mouse




@radiofreegeorgy                   meetcontent.com
                                                36

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Improv Content Strategy: Doing Things the Wrong Way, the Right Way