"content everyone: changing content, changing roles" - corey vilhauer at digital content...

CONTENTEVERYONE

Changing Content,Changing Roles

#everyone

HI.

I’M COREY VILHAUER@mrvilhauer

BLENDINTERACTIVE

SIOUX FALLS, SOUTH DAKOTA

@blendtweets

ACTUALSan Diego

Beach

ACTUALSioux Falls

Snow

“Get your content ready to go anywhere. Because it’s going

to go everywhere.”

- Brad Frost

WHY SHOULD WE?

HOW SHOULD WE?

CONTENT STRATEGYIS GETTING LOUDER

“Get your content ready to go anywhere. Because it’s going

to go everywhere.”

- Brad Frost

“Get your content ready to go anywhere. Because it’s going

TO BELONG TO EVERYONE.”

- Corey Vilhauer

CONTENT STRATEGY

CONTENT STRATEGYPEOPLE

CONTENT STRATEGYEDITION

THE PSYCHOLOGY OF ORGANIZATIONAL

CHANGE:

CHANGEIS HARD

“Change isn’t an event;it’s a process.”

- Dan Heath / Chip Heath

“Content strategy is really about choreographing

multiple talents, roles and personalities...”

- Ahava Leibtag

LACK OF OVERSIGHT

TALENT MISMATCH

POLITICAL INFIGHTING

OUR ROLESDEFINE US

WRITINGIS EGO

WORDS AREPERSONAL

FAILURE IS CERTAIN,

UNAVOIDABLEAND

NECESSARY

“You need to create the expectation of failure - not the

failure of the mission itself, but failure en route.”

- Dan Heath / Chip Heath

“No matter how good a cook you are, and no matter how

hard you try, the first pancake of the batch always sucks.”

- Merlin Mann

EMPATHY

“...empathy can be described as feeling the feelings of another with the greatest

accuracy and effort.”- Whitney Hess

HOW DO WE DO IT?

1. BE CURIOUS

ASK QUESTIONS

What makes you crazy?

What kind of help do you wish you had?

What is your workflow?

Who owns this project?

Why do you continue doing this?

Who can lead this project for us?

How do we treat content? How can we change this?

Do I need a beer?

“There’s a chance that things’ll get weird.

- Archers of Loaf

2.BE CLEAR

500pxTERMSOF SERVICE

3.BE DELIBERATE

(does not need)

PROVIDE TOOLS

PROVIDE TOOLSWITHIN REASON

“When the client feels like they have some input during the project planning phase,

they are more likely to enjoy the ride.”

- Melissa Rach

4.BE CONNIVING

TAKE ADVANTAGE OF GOALS

IDENTIFYSTRENGTHSAND PLAYTO THEM

5.BE A TEACHER

AHA!

LISTEN

UNDERSTAND

SOLVE

KNOWING INFO ≠COMMUNICATING INFO

PEOPLE WORK DIFFERENTLY

YOU CAN’T WINEVERY BATTLE.

HOW MUCH CHANGE CAN WE HANDLE?

HOPE FOR THE BEST

THANK YOU.

COREY VILHAUERI am still

blendinteractive.comeatingelephant.com

blackmarks.net

RESOURCES

eatingelephant.com/contenteveryone