3. Topic Review
Content is everywhere, in every company, but not
every executive sees the financial benefit. In this
session, we’ll use story-building techniques to market
your content strategy to the Executives and prove
how a well-developed business plan with a story
equals a bigger budget.
@_SteveWalker #BuildContentStory @LavaCon
4. Problem Statement
How to we position/defend/justify our content strategy
work?
How do we get our initiatives approved?
@_SteveWalker #BuildContentStory @LavaCon
5. Real World Challenges
We need to refresh our Document Mgmt strategy.
We need to improve the quality of X.
We need to reduce the time it takes to find our
materials.
@_SteveWalker #BuildContentStory @LavaCon
7. Concepts to Explore
• Baseline Definitions
• “The Content Value” proposition
• Who cares about what?
• Content Arguments
• Building your story
@_SteveWalker #BuildContentStory @LavaCon
8. Building Your Story
Look for the Tag
Look for the Tag
Characters
Setting
Plot
Script
@_SteveWalker #BuildContentStory @LavaCon
9. Definitions
Content
Characters
Characters
Content is an organizational information-based asset that is
used to support a business objective. This asset can
consist of both formal formats (including documents,
images, rich media, etc) and informal formats (including
collaboration sources, social media, etc).
@_SteveWalker #BuildContentStory @LavaCon
11. Definitions
Content Strategy
Characters
Characters
Global content strategy is the identification of how content can be
created, managed, and delivered in a manner to support business
objectives.
Every organization has business objectives that involve the creation,
management, and delivery of content. A global content strategy
supports these objectives
See more at: http://experisspark.com/#sthash.Kf8Qq4WI.dpuf
@_SteveWalker #BuildContentStory @LavaCon
13. “The Content Value” proposition
• Why is our “Content” important?
–
–
–
–
Setting
Setting
Improves our delivery of our product
Critical in the sales process
Improves customer service
Our customers, prospects, and employees are working
with our content. Many opportunities to define our cast
of characters.
@_SteveWalker #BuildContentStory @LavaCon
15. Content measurements
Plot
Plot
• Tools to quantify investment
–
–
–
–
Cost of Litigation
Cost of content production
Time to Market
Cost of localization spend
@_SteveWalker #BuildContentStory @LavaCon
16. Content measurements
Plot
Plot
• Tools to build your plot
– Objective mapping
– Cost compared to broader objective
– Normal 3 year ROI
@_SteveWalker #BuildContentStory @LavaCon
20. Building your Story
• Examine Setting
– What is the actual business objective?
– What other business events are impacting the
story?
– What is your normal business cycle?
@_SteveWalker #BuildContentStory @LavaCon
21. Building your Story
• Define Characters
– Who is your decision maker?
– Who actual has the business pain?
– Is it a pain or need?
@_SteveWalker #BuildContentStory @LavaCon
22. Building your Story
• Define Plot
– How does the content work specifically
impact the objective?
– What are the content value drivers?
– What is the true ROI?
@_SteveWalker #BuildContentStory @LavaCon
23. Building your Story
• Editorial Review/Deliver story
– Make your case to your Executive
– Gain additional support
– Expect revisions
@_SteveWalker #BuildContentStory @LavaCon
26. Problem/Solution Recap
How to we position/defend/justify our content strategy
work?
How do we get our initiatives approved?
@_SteveWalker #BuildContentStory @LavaCon
27. About Speaker
Steve Walker, Senior Director
Global Content Solutions Practice - Experis
•20 years in Content related disciplines
•Responsible for Content related Services profile for Experis and
implementation of all content related projects
•Specific focus in the maturation in the Enterprise Content Management arena.
•Background includes - Enterprise Data Flow, User Experience, Web Content
Management, Collaborative Technologies, Language Services, Knowledge
Management, Web 2.0, Social Consulting, and other business disciplines.
@_SteveWalker #BuildContentStory @LavaCon
28. Experis
• $23B organization
• National coverage
• Dedicated Global
Content Solutions
practice
• Blend of content and
technology
• Top 10 provider of
Globalization
Services
@_SteveWalker #BuildContentStory @LavaCon