Webinar content strategy_vs_the_undead

Content strategy vs.

the undeadthe undead

Flickr: micadew

@billswallow #CSvsUndead

● Everyone is muted except for the presenter

● Please ask your questions through the Questions area in the webcast interface

● The presentation is being recorded; attendees do not appear in the recording.


Bill Swallow@billswallow

Technical ConsultantScriptorium Publishingwww.scriptorium.com@scriptorium

My interests:● Content strategy● Implementation● Localization


http://www.scriptorium.com/

Why the undead?

Flickr: Ray Dumas


Why the undead?

Many reasons for implementing a content strategy

Many facets

Many impediments

Not unlike battling the undead

They JUST... WON'T... DIE!!!


Zombies

Flickr: Elena Gatti


Zombies

Mindless

Clumsy, slow moving

Uncommunicative

Destructive

Contagious


Zombies in our world

Wikipedia


Zombies in our world

Unbudging attitude

Unrelenting will to preserve the status quo

Continue to repeat the same actions

Prefer mindless tedium

Resistant to change


They're not ALL bad

Flickr: Terror on Tape


They're not ALL bad

Sometimes they're just misunderstood

They may have good intentions

They may have reasons for resisting change


Tips for survival

Flickr: Kenny Louie


Tips for survival

DON'T shoot them in the head

Feed their needs while keeping the bigger picture in mind

Find what drives them and harness that in your strategy


Vampires

Wikipedia


Vampires

Blood-suckers

Charismatic

Fear daylight


Charismatic life-drainers

Wikipedia


Charismatic life-drainers

Two distinct varieties:

Someone in your organization who has a different plan

A VERY persistent vendor

Both fear being exposed of their shortcomings


Your tools for success

Flickr: Theodore Scott


Your tools for success

Always be prepared (do your homework)

Have a strategy rooted in your company's core goals

The “stake through the heart”: shift the focus back to the core intent/benefit of the strategy

Shed light on the subject to drive them back


Mummies

Flickr: Rocco Lucia


Mummies

Relentless

Shambling but determined

Guardians of the past

Product of a curse or past desire


Dedicated and determined

Wikipedia


Dedicated and determined

Advocates of existing tools or workflows

Vocal or silent

Summoned by impending change


Wikimedia: Lysippos

Lift the mummy's curse


Lift the mummy's curse

Combat them with fulfillment

Acknowledge past successes

Kill them with kindness


Frankenstein's creature

Wikipedia


Frankenstein's creature

Cobbled together from bits and pieces

Has a mind of its own

Misunderstood

A product of science


Creator vs. creature

Wikimedia: Deckard97


Creator vs. creature

If not for Victor Frankenstein, the creature would not exist

Misuse of knowledge and technology

You may not always be able to control what you create


“We belong dead”

Wikipedia


“We belong dead”

If you have creatures of your own to wrangle, include them in your strategy

Try not to create more of them

You're a content strategist, not a mad scientist


Ghosts

Flickr: Nesster


Ghosts

Spirits, spectres, apparitions...

Things that haunt us

Often unsettling

Potentially hazardous


Mistakes and regrets

Wikipedia


Mistakes and regrets

We carry our ghosts with us

Echos of the past

“Would have/could have/should have”

Unfinished past projects

Past mistakes


Keep them in check

Flickr: relux.


Keep them in check

Don't give in to regret

Don't beat yourself up

Be confident in the direction you've chosen

Adapt your strategy over time

Don't be afraid of no ghost!


Poll


Your own Mystery, Inc.

Flickr: Pat Loika


Be your own Mystery, Inc.

Defeat your undead through investigation and preparation

Don't only focus on technology and capability

Personality, dispositions, and history matter

Knowledge and understanding

Unmask the undead for what they really are


Questions?

Flickr: BuzzFarmers


Contact Information

Bill [email protected]

Scriptorium Publishingwww.scriptorium.com

[email protected]


http://www.scriptorium.com/

Webinar content strategy_vs_the_undead

Technology

Transcript of Webinar content strategy_vs_the_undead