What holds brands back from creating engaging, effective content typically isn’t talent, but rather a complex cobweb of rules, regulations and business processes that get in the way.
The best content marketing brands embrace a “culture of content.” They have a collaborative spirit. Leaders know how to articulate visions. Messaging foundations are documented. Approvals are swift and nimble. And creative professionals have the resources they need to execute engaging content in real time.
10. GREAT CONTENT HAPPENS WHEN:
Leaders share a clear vision
Managers act as ambassadors
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11. GREAT CONTENT HAPPENS WHEN:
Leaders share a clear vision
Managers act as ambassadors
Producers are supported
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12. GREAT CONTENT HAPPENS WHEN:
Leaders share a clear vision
Managers act as ambassadors
Producers are supported
Supporters are producing
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13. GREAT CONTENT HAPPENS WHEN:
Your organization
embraces a
culture of content
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14. HOW DO YOU BUILD A
CULTURE OF CONTENT?
PEOPLE PROSE PROCESS
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15. PEOPLE
The way people interact with
content impacts team dynamics.
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17. @andreagoulet #lavacon
ARTIST
PROS CONS
• produces engaging content
• has a clear vision
• inspires others
• understands content value
• trouble delegating
• becomes bottleneck
• difficult to manage
• resistant to structure
18. ADMINISTRATOR
PROS CONS
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• time management masters
• detail-oriented
• provides structure and
process
• organized and punctual
• potential micromanager
• difficulty thinking
“outside the box”
• content often unoriginal
• sticks to rules, even
when ineffective
19. ANALYST
PROS CONS
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• data wizards
• understands complex topics
• often seen as credible
• gleans insights to produce
better content
• can have difficulty
putting data into context
• may not try new things
• tries to “game” or “hack”
• prone to using jargon
20. ABSENTEE
?
PROS CONS
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• gives creative flexibility
• unhindered by failure
• encourages new ideas
• allows room for growth
• result doesn’t match vision
• unaware of effort required
• lack of support = frustration
• responds too late
33. PROCESS
“Marketers must be organized for
nimbleness with clear rules of the road and
escalation procedures with your agencies,
internal PR and legal. You also need the
flexibility to reallocate resources on the fly.”
-Brian Weiner, CEO 360i
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34. PROCESS
Content is the circulatory system
of an organization, where process
acts like arteries and veins. One
small kink in the process can have
devastating effects to the system.
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35. Think of a current
@andreagoulet #lavacon
situation.
!
Where are the kinks
in your process?