webinar content strategy_vs_the_undead
TRANSCRIPT
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@billswallow #CSvsUndead
Bill Swallow@billswallow
Technical ConsultantScriptorium Publishingwww.scriptorium.com@scriptorium
My interests:● Content strategy● Implementation● Localization
@billswallow #CSvsUndead
Why the undead?
Many reasons for implementing a content strategy
Many facets
Many impediments
Not unlike battling the undead
They JUST... WON'T... DIE!!!
@billswallow #CSvsUndead
Zombies
Mindless
Clumsy, slow moving
Uncommunicative
Destructive
Contagious
@billswallow #CSvsUndead
Zombies in our world
Unbudging attitude
Unrelenting will to preserve the status quo
Continue to repeat the same actions
Prefer mindless tedium
Resistant to change
@billswallow #CSvsUndead
They're not ALL bad
Sometimes they're just misunderstood
They may have good intentions
They may have reasons for resisting change
@billswallow #CSvsUndead
Tips for survival
DON'T shoot them in the head
Feed their needs while keeping the bigger picture in mind
Find what drives them and harness that in your strategy
@billswallow #CSvsUndead
Charismatic life-drainers
Two distinct varieties:
Someone in your organization who has a different plan
A VERY persistent vendor
Both fear being exposed of their shortcomings
@billswallow #CSvsUndead
Your tools for success
Always be prepared (do your homework)
Have a strategy rooted in your company's core goals
The “stake through the heart”: shift the focus back to the core intent/benefit of the strategy
Shed light on the subject to drive them back
@billswallow #CSvsUndead
Mummies
Relentless
Shambling but determined
Guardians of the past
Product of a curse or past desire
@billswallow #CSvsUndead
Dedicated and determined
Advocates of existing tools or workflows
Vocal or silent
Summoned by impending change
@billswallow #CSvsUndead
Lift the mummy's curse
Combat them with fulfillment
Acknowledge past successes
Kill them with kindness
@billswallow #CSvsUndead
Frankenstein's creature
Cobbled together from bits and pieces
Has a mind of its own
Misunderstood
A product of science
@billswallow #CSvsUndead
Creator vs. creature
If not for Victor Frankenstein, the creature would not exist
Misuse of knowledge and technology
You may not always be able to control what you create
@billswallow #CSvsUndead
“We belong dead”
If you have creatures of your own to wrangle, include them in your strategy
Try not to create more of them
You're a content strategist, not a mad scientist
@billswallow #CSvsUndead
Ghosts
Spirits, spectres, apparitions...
Things that haunt us
Often unsettling
Potentially hazardous
@billswallow #CSvsUndead
Mistakes and regrets
We carry our ghosts with us
Echos of the past
“Would have/could have/should have”
Unfinished past projects
Past mistakes
@billswallow #CSvsUndead
Keep them in check
Don't give in to regret
Don't beat yourself up
Be confident in the direction you've chosen
Adapt your strategy over time
Don't be afraid of no ghost!
@billswallow #CSvsUndead
Be your own Mystery, Inc.
Defeat your undead through investigation and preparation
Don't only focus on technology and capability
Personality, dispositions, and history matter
Knowledge and understanding
Unmask the undead for what they really are
@billswallow #CSvsUndead
Contact Information
Bill [email protected]
Scriptorium Publishingwww.scriptorium.com
@billswallow #CSvsUndead