Surfing the content chaosMarie Girard, IBM

Volume

Veracity

Variety

Velocity

You can’t stop the waves,but you can learn to surf.

Jon Kabat Zinn

89%Influence on purchase decision

Support call resolution

87%

Content maturity model

Reactive

Tactical

Integrated

Managed

Strategic

Design Thinking + Agile

Empathy

Prototyping

Collaboration

Creativity

Individuals and interactions

Working product

Customer collaboration

Responding to change

over processes and tools

over comprehensive doc

over contract negociation

over following a plan

Let’s practice

Surf the content chaos

Keep experimenting

Foster interactions

Focus on user impact

Foster interactions

Marketing

People People People

People

Step Step Step

Development

People People People

People

Step Step Step

Support

People People People

People

Step Step Step

Content Content Content

Content silos

Content Marketing

People People People

People

Step Step Step

Product Content

People People People

People

Step Step Step

SupportContent

People People People

People

Step Step Step

Content

Content Coordinator

The solution?

Marketing

People People People

People

Step Step Step

Development

People People People

People

Step Step Step

Support

People People People

People

Step Step Step

Content Content Content

ContentContent

The reality is more complex

Bring stakeholders together

Keep experimenting

Map pain points and opportunities

Leverage existing content

Build visual consistency

Engage customers

Keep content relevant

Select bitesize projects

Build visual consistency

Develop a shared icon library

Focus on user impact

Map content missions

Surf the content chaos

Keep experimenting

Foster interactions

Focus on user impact

Find the sweet spot

Control

BestPractices

Complexity

Chaos

Close to certainty

Far fromcertainty

Far fromagreement

Close toagreement

You are not a drop in the ocean,you are the entire ocean in a drop.

Rumi

Marie GirardContent strategist, IBM

http://about.me/magichopi