This past October 10, I had both the honor of being asked and pleasure of speaking at the 11th annual MIMA Summit in Minneapolis. As an experienced practitioner advising businesses on how to adapt their existing content processes, I was asked to focus on how brands can better prepare for dealing with modifying their teams, their structure and most significantly – the politics that lurk behind changes. Here’s the resulting presentation:
So why speak on content issues to an audience of digital marketers? Content creation and maintenance may not be in a daily digital marketer’s job description, but they most likely face (in some capacity) the impacts to their business such as restructuring job responsibilities, reorganizing approvals and evangelizing the new digital (content) strategy throughout the business and larger partner/advertising ecosystem.
The big problem is that digital content is overwhelmingly complicated. It’s almost always touched by more than one person, revealing the political undercurrent of an organization. During a new website design, new CMS implementation or partnership integration, businesses often go through battles over content ownership and feel growing pains adjusting to their new digital operations. In this presentation, I show how to better plan for and anticipate digital planning challenges by walking you through:
• Tactics for navigating the dirty politics over digital real estate in your business
• How to align your content strategy and digital stakeholders for one shared vision & adapt quicker to change
• How to maximize your digital team to get a higher ROI on production
• Case studies of businesses that have faced the challenge of getting staff and stakeholders aligned in content operations