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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
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Content is a ____________ issue. user experience
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Content is a ____________ issue. customer service
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Content is a ____________ issue. legal
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Content is an ENTERPRISE issue.
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GREAT CONTENT HAPPENS WHEN:
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Leaders share a clear vision
GREAT CONTENT HAPPENS WHEN:
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Leaders share a clear vision
Managers act as ambassadors
GREAT CONTENT HAPPENS WHEN:
@andreagoulet #lavacon
Leaders share a clear vision
Managers act as ambassadors
Producers are supported
GREAT CONTENT HAPPENS WHEN:
@andreagoulet #lavacon
Leaders share a clear vision
Managers act as ambassadors
Producers are supported
Supporters are producing
GREAT CONTENT HAPPENS WHEN:
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GREAT CONTENT HAPPENS WHEN:
Your organization embraces a
culture of content
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HOW DO YOU BUILD A CULTURE OF CONTENT?
PROSE PROCESSPEOPLE
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PEOPLE
The way people interact with content impacts team dynamics.
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CONTENT PERSONALITIES
?
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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
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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
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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
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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
?
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WHICH ONE ARE YOU?
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WHICH ONE ARE YOU?
teammates?
clients?boss?
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PROSEContent is more than digital. It’s
any piece of communication, regardless of channel, that’s
created with a purpose.
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PROSE
marketingsalescustomer service
legaloperations
financeHR
UXrecruiting
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PROSE
marketingsalescustomer service
legaloperations
financeHR
UXrecruiting
@andreagoulet #lavacon
Empathizeput yourself in their shoes
Acknowledgeshow you understand
Rectifymake it right
@andreagoulet #lavacon
Empathizeput yourself in their shoes
We are sorry to learn that…
I know how frustrating it is to…
becomes
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Acknowledgeshow you understand
The road to customer attrition is paved with empty apologies.
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Rectifymake it right
Empower agents to take action.
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Think of a current situation.
!
How can you apply the EAR method?
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PROCESS
Systems designed for the creation, approval, and
publication of content can be a competitive advantage.
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PROCESS
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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
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PROCESSContent 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.
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Think of a current situation.
!
Where are the kinks in your process?
