Watch the video: https://vimeo.com/80513322
It seems sometimes like management engagement with your content strategy is like a great mystical prize sealed up in the highest tower of a maze-like castle; and there’s a huge moat; and the whole thing is on top of a mountain…
To actually reach it is a challenge that will in itself take a strategy, special tools (and weapons?), and a great mountain-climbing, maze-solving team.
Noz Urbina shares some of his experience on how we can get closer to our content strategy objectives by not falling at the first barrier: getting the necessary support to develop and implement it. Based on a career selling content strategies into a diverse range of organisations – from a few hundred staff to tens-of-thousands – some of his tips will involve judicious use of common sense, and others will be potentially surprising. Learn how you can storm that castle, and claim your prize.
2. Storming the Castle:
How to Reach Those Who Control and Power and
Purse Strings
noz.urbina@urbinaconsulting.com
@nozurbina / @thecsbook
urbinaconsulting.com
(Originally presented as a LavaCon Conference keynote while working for Mekon ltd.)
@nozurbina @LavaCon
6. Our mission tasks
@nozurbina @lavacon
Doing your research and
choosing your team
Planning and equipment
Getting back down
Storming the castle
Climbing
11. Doing your research
@nozurbina @lavacon
“It is only one who is
thoroughly acquainted
with the evils of war
that can thoroughly
understand the
profitable way of
carrying it on.”
– SunTzu
Validate what you
think you want
– Audience
– Requirements
– ROI
12. @nozurbina @lavacon
“The general... whose
only thought is to
protect his country
and do good service...
is the jewel of the
kingdom.”
– SunTzu
Find out how you’ll
know when you
have it
– Success metrics
– Audit
Doing your research
13. @nozurbina @lavacon
“Bravery without
forethought, causes
you to fight blindly
and desperately like a
mad bull.”
– SunTzu
Find out if it’s even
remotely possible
– Current corporate
climate
– Other big
spends/initiatives
Doing your research
15. Pitfalls
Thinking people care
about content
bit.ly/notking
All ideas and no
tech
Not realising it’s
sales a pitch
All ideas and no
tech
Not realising it’s
sales a pitch
21. Org chart bingo
$$$
Influencer
Minor
Influencer
...
Influencer
... ...
Influencer
$$
Competitor ...
Your boss
$
... You
+
+
+
- ?
x
n
-
For
Against
Neutral
Undecided
Unknown
Irrelevant
+
-
x
n
?
+
? ?
++
“Ultimate
excellence lies not
in winning every
battle, but in
defeating without
ever fighting.”
– SunTzu
22. Audience to benefits / needs map
Your idea
Quality (QM)
•Errata Sheet Process
•Doc Guidelines
•Process alignment
•…
Legal & Patent
•Trademarks
•Disclaimer
•IP Protection
•…
Communication
•Corporate Design
•Document distribution
(e.g. via Internet)
•…
Sales &
Marketing
•Document release
•Requirement capturing
•Localization
•… R&D
•Document creation
•Design automation
•Tool support service
•Template service
•…
IT
•Tool evaluation
•Tool implementation
•Process /Tool support
•…
23. The 4Ps
• Required
Tools and
support
• Credibility
• Authority
• Alignment
• Change
s to
work
• Who’s
affected
People Process
PlatformPosition
29. Castle map with BUs (acquired)
VPs
"Sell""Make"
Product
Mgmt
Dev
Support
Docs &
Train
Pre
Sales
Eng.
Field
App
Eng.
S&M
Es
30. Castle map with BUs (acquired)
VPs
"Sell""Make"
Product
Mgmt
Dev
Support
Docs &
Train
Pre
Sales
Eng.
Field
App
Eng.
S&M
Es
“...senior management is on
board...middle managers do
not all fully understand the
content initiatives and
therefore do not carry them
forward with their staffs.”
– UC Survey Respondant
33. [Realistic/Cookie]
Justifying that I'll be
able to continue
creating content while
also
researching/implementi
ng new tools and
strategies.
– UC Survey Respondent
[Urgency]
Decision-makers who
don't make decisions or
communicate... by
sharing updates,
requesting updates, or
attending meetings to
make decisions
– UC Survey Respondent
35. Pitfalls
Thinking savings is
always motivational
Thinking content’s
king
Playing the magician
Being a controversy
whore
Lack of standards /
references (credibility)
Unclear.
Not concise.
Not visual.
36. ______’s (Content) Strategy
Corporate Strategy
• Be most innovative
provider of solutions
into key markets:
– ...
– ...
– ...
Content Strategy
• Treat information as a
business asset
– “Innovative”:
knowledge that’s
easily shared &
accessed
– “Solution”: content
integrated into
product offering
37. Sample tool selection short list
“Killer” Requirements
CCMSs References CMS
Compatibility /
Flexibility
Multi-
platform
Standard
Support
Roadmap
xxx
xxx
xxx
xxx
38. Pitch checklist
Itemised budget and ROI over time
5 Year TCO
Key milestones / Escape points
Risk matrix and mitigation plan
Market references
“What if we do nothing”?
Contextual alignment
46. Pitfalls
You won’t get
everything:
prepare for the half-win
Fight for some more
time:
managers often rush what
they don’t (fully) understand
GET BASELINES
METRICS:
So you can prove ROI
Wash, rinse, repeat:
Getting budget is the
beginning of the fun
This will help you do what you're already trying to do
Tie into corporate vision statement
Are you great in writing but not so good in front of an audience?
Are you a tools geek?
Are you a visionary but not someone who does or finishes things very well on a deadlines?
The impact of physical distance varies greatly from project to project
Positioning splits up into credibility and authorityCredibility is your reputation for adding valueThis helps you take on senior management of other departments
Not know what other things are going
When are budget cycles
Have they just signed a huge agreement to buy another massive enterprise system?
PSP: Figuring out when and how (you think) you're going to get it
Does your audience love services, not like tools, or vice versa?
Lack of change management
Content (strategy) isn’t an end in itself – it’s a means to support and further corporate goals.
Alignment with other initiatives
Tie into corporate vision statement
“This will help you do what you're already trying to do”
Coherent messaging across the silos. User interfaces, apps, commercial communications, tech docs – the lot.
Coherent messaging across the silos. User interfaces, apps, commercial communications, tech docs – the lot.