What’s your (business) problem?: Selling content strategy into your organisation, by Rahel Anne Bailie
If you’re not doing something for profit, it’s just a hobby. This is a main goal or businesses: to make money.
Speak their language:
- People trust people in the know
- Show them you understand the business goals
- Use the vocab of the organization
- Teach them the UX/CS language too
Show them the ROI connection
- Ultimately, there must be business impact
- Sit down with finance and run the numbers
- Be prepared to defend your position
Connect business drivers to content actions!
Be clear and decisive: explain “what I can do for you.”
Have the right conversation with the right audience
- Pitch to the right audience
- Figure out who can authorize the work that needs to be done
- Have the right conversation – use metaphors and examples the audience understands. Show them you’re listening.
- Make your success, their success
- Have a project, a budget, and clear governance
The thing about governance…
- People rarely think about the complexity and coordination required for creating content
- A governance plan helps structure who will do what, and how the pieces work together
- It’s tricky – if you don’t get buy in from everyone who will need to work together, you’re dead in the water
- Governance is about tracking what is already happening. Our job is to break it down and document
- You need to be able to enforce what the team agrees on
Position the strategy for success:
- Break strategy down into manageable pieces, so that it feels less overwhelming
- Set up check in points
- Get buy-in for each immediate piece, going back over time for next pieces
- Find the quick wins; they make things more tangible. Then connect those wins to next steps.
- Governasties ruin governance plans.
- Technologists get blinded by thinking about what they can do, rather than what can be done.
- Controllers try to block you because they’re gatekeepers/alpha people who need to win.
Get them on your side. Show them how this works. Let them feel listened to, and connect it to what they want/need.
- Do your research – gather all the facts, and listen to the symptoms
- Be confident in your presentation – they’ll know if you’re nervous, and they won’t have confidence in you
- Be generous with coaching – prepare to teach and help anyone who wants to learn
- Content Strategy, Rahel Anne Bailie & Noz Urbina
- Enterprise Content Strategy: A Project Guide, Kevin Nichols
- Content Strategy for the Web, Kristina Halvorson & Melissa Rach
- Managing Chaos, Lisa Welchman