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Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution

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.

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Culture of Content: Bridging the Gap Between Content Leadership and Creative Execution

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  1. Culture of Content: Bridging the Gap Between Content 
 Leadership and Creative Execution Andrea Goulet Ford @andreagoulet #LavaCon

  2. Which business department is responsible for CONTENT? @andreagoulet #lavacon

  3. Content is a ____________ issue. marketing @andreagoulet #lavacon

  4. Content is a ____________ issue. user experience @andreagoulet #lavacon

  5. Content is a ____________ issue. customer service @andreagoulet #lavacon

  6. Content is a ____________ issue. legal @andreagoulet #lavacon

  7. Content is an ENTERPRISE issue. @andreagoulet #lavacon

  8. GREAT CONTENT HAPPENS WHEN: @andreagoulet #lavacon

  9. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision @andreagoulet #lavacon

  10. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors @andreagoulet #lavacon

  11. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors Producers are supported @andreagoulet #lavacon

  12. GREAT CONTENT HAPPENS WHEN: Leaders share a clear vision Managers act as ambassadors Producers are supported Supporters are producing @andreagoulet #lavacon

  13. GREAT CONTENT HAPPENS WHEN: Your organization embraces a culture of content @andreagoulet #lavacon

  14. HOW DO YOU BUILD A 
 CULTURE OF CONTENT? PEOPLE PROSE PROCESS @andreagoulet #lavacon

  15. PEOPLE The way people interact with content impacts team dynamics. @andreagoulet #lavacon

  16. CONTENT PERSONALITIES @andreagoulet #lavacon ?

  17. 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

  18. 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

  19. 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

  20. 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

  21. WHICH ONE 
 ARE YOU? @andreagoulet #lavacon ?

  22. boss? WHICH ONE 
 ARE YOU? teammates? clients? @andreagoulet #lavacon ?

  23. PROSE Content is more than digital. It’s any piece of communication, regardless of channel, that’s created with a purpose. @andreagoulet #lavacon

  24. PROSE customer service recruiting finance legal HR sales UX marketing operations @andreagoulet #lavacon

  25. PROSE customer service recruiting finance legal HR sales UX marketing operations @andreagoulet #lavacon

  26. Empathize put yourself in their shoes Acknowledge show you understand Rectify make it right @andreagoulet #lavacon

  27. Empathize put yourself in their shoes We are sorry to learn that… becomes I know how frustrating it is to… @andreagoulet #lavacon

  28. Acknowledge show you understand The road to customer attrition 
 is paved with empty apologies. @andreagoulet #lavacon

  29. Rectify make it right Empower agents to take action. @andreagoulet #lavacon

  30. Think of a current situation. ? How can you apply the EAR method? @andreagoulet #lavacon

  31. PROCESS Systems designed for the creation, approval, and publication of content can be a competitive advantage. @andreagoulet #lavacon

  32. PROCESS @andreagoulet #lavacon

  33. 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

  34. 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

  35. Think of a current situation. ? Where are the kinks in your process? @andreagoulet #lavacon

  36. cultureofcontent.com @andreagoulet #lavacon

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