There’s a People Problem Lurking Behind Your Digital Strategy

Posted on October 18th, 2012


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