360 likes | 538 Views
What holds brands back from creating engaging, effective content typically isn’t talent, but rather a complex cobweb of rules, regulations and business processes that get in the way. <br><br>The best content marketing brands embrace a “culture of content.” They have a collaborative spirit. Leaders know how to articulate visions. Messaging foundations are documented. Approvals are swift and nimble. And creative professionals have the resources they need to execute engaging content in real time.
E N D
Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution Andrea Goulet Ford @andreagoulet #LavaCon
Which business department is responsible for CONTENT? @andreagoulet #lavacon
Content is a ____________ issue. marketing @andreagoulet #lavacon
Content is a ____________ issue. user experience @andreagoulet #lavacon
Content is a ____________ issue. customer service @andreagoulet #lavacon
Content is a ____________ issue. legal @andreagoulet #lavacon
Content is an ENTERPRISE issue. @andreagoulet #lavacon
GREAT CONTENT HAPPENS WHEN: @andreagoulet #lavacon
GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision @andreagoulet #lavacon
GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors @andreagoulet #lavacon
GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors Producers are supported @andreagoulet #lavacon
GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors Producers are supported Supporters are producing @andreagoulet #lavacon
GREAT CONTENT HAPPENS WHEN: Your organization embraces a culture of content @andreagoulet #lavacon
HOW DO YOU BUILD A CULTURE OF CONTENT? PEOPLE PROSE PROCESS @andreagoulet #lavacon
PEOPLE The way people interact with content impacts team dynamics. @andreagoulet #lavacon
CONTENT PERSONALITIES @andreagoulet #lavacon ?
ARTIST PROS CONS •produces engaging content •has a clear vision •inspires others •understands content value •trouble delegating •becomes bottleneck •difficult to manage •resistant to structure @andreagoulet #lavacon
ADMINISTRATOR PROS CONS •time management masters •detail-oriented •provides structure and process •organized and punctual •potential micromanager •difficulty thinking “outside the box” •content often unoriginal •sticks to rules, even when ineffective @andreagoulet #lavacon
ANALYST PROS CONS •data wizards •understands complex topics •often seen as credible •gleans insights to produce better content •can have difficulty putting data into context •may not try new things •tries to “game” or “hack” •prone to using jargon @andreagoulet #lavacon
ABSENTEE ? PROS CONS •gives creative flexibility •unhindered by failure •encourages new ideas •allows room for growth •result doesn’t match vision •unaware of effort required •lack of support = frustration •responds too late @andreagoulet #lavacon
WHICH ONE ARE YOU? @andreagoulet #lavacon ?
boss? WHICH ONE ARE YOU? teammates? clients? @andreagoulet #lavacon ?
PROSE Content is more than digital. It’s any piece of communication, regardless of channel, that’s created with a purpose. @andreagoulet #lavacon
PROSE customer service recruiting finance legal HR sales UX marketing operations @andreagoulet #lavacon
PROSE customer service recruiting finance legal HR sales UX marketing operations @andreagoulet #lavacon
Empathize put yourself in their shoes Acknowledge show you understand Rectify make it right @andreagoulet #lavacon
Empathize put yourself in their shoes We are sorry to learn that… becomes I know how frustrating it is to… @andreagoulet #lavacon
Acknowledge show you understand The road to customer attrition is paved with empty apologies. @andreagoulet #lavacon
Rectify make it right Empower agents to take action. @andreagoulet #lavacon
Think of a current situation. ? How can you apply the EAR method? @andreagoulet #lavacon
PROCESS Systems designed for the creation, approval, and publication of content can be a competitive advantage. @andreagoulet #lavacon
PROCESS @andreagoulet #lavacon
PROCESS “Marketers must be organized for nimbleness with clear rules of the road and escalation procedures with your agencies, internal PR and legal. You also need the flexibility to reallocate resources on the fly.” -Brian Weiner, CEO 360i @andreagoulet #lavacon
PROCESS Content is the circulatory system of an organization, where process acts like arteries and veins. One small kink in the process can have devastating effects to the system. @andreagoulet #lavacon
Think of a current situation. ? Where are the kinks in your process? @andreagoulet #lavacon
cultureofcontent.com @andreagoulet #lavacon