1. USING CONTENT STRATEGY
TO BECOME A CHANGE
AGENT
Content Strategy Forum 2013
Carrie Hane Dennison @carriehd #csforum13
2. How old is your organization?
We’ve always
done it that
way.
But we have to launch
before the board
meeting.
The committee
approved this and
told us to put it on
the website.
@carriehd #csforum13
3. My Organization
Founded 1852
250 staff, 9 on web & social media team
140,000 members - 40% over 50 & male engineers
Hired Web Director January 2013
@carriehd #csforum13
6. Why content strategy?
It asks the hard
questions
What are your
priorities?
What are your
business objectives?
What do our customers
want?
@carriehd #csforum13
I’ve never
thought of it
that way.
But everyone asks for
this. We have to put it
up on the site.
13. Elephant – Emotional Side
Tends to be lazy and
skittish
Looks for instant
gratification
Just wants to get things
done
@carriehd #csforum13
14. Rider – Rational Side
Holds the reins &
seems to be the
leader, but loses to the
elephant (small
comparatively)
Knows what’s right
Spins wheels
@carriehd #csforum13
26. Don’t give up!
@carriehd #csforum13
And will you succeed?
Yes! You will, indeed.
(98 and ¾ percent guaranteed)
…
Your mountain is waiting.
So…get on your way!
Dr. Seuss
Oh, the Places You’ll Go!