[Product Content & Editorial] Case Study #3: Managing the Politics of Content

A session at Content Strategy Applied USA

Monday 17th November, 2014

11:50am to 12:30pm (PST)

What does content strategy mean in an organization where “silo” is a matter-of-fact term and not a criticism? How do you introduce new ways of creating content when the organization’s unspoken motto is “that’s the way we’ve always done it”? How do you create consistency and collaboration when divisions have their own budgets, programs, and sometimes even brands? How do you engender trust and promote information-sharing when content creators don’t know one another? And finally, if division strategies include “create X amount of online toolkits,” how do you build the case that creating less content can be better?

These organizational challenges exist in many content-rich organizations and can be equally true for social media channels, intranets, e-newsletters, and websites. Results include large amounts of content that isn’t always of the same quality, audiences that can’t find the information they are looking for, contradictory or outdated information remaining online – and, most important, business goals that are not met.

About the speaker

This person is speaking at this event.
Hilary Marsh

Chief Strategist, Content Company, Inc.

A leading content strategist since 1999, Hilary specializes in helping nonprofit organizations and corporations get better results from their content by improving and streamlining their content creation, governance, management, editorial practices/processes, and promotions. From 2005 to 2011 she was managing director of REALTOR.org, the member website for the National Association of Realtors. She is Chief Strategist and President of Content Company, a content strategy consultancy in Chicago, whose clients have included the Cal State University, the American Bar Association, CompTIA, FINRA, the Florida Association of Realtors, and Oswego School District 308. In addition to consulting, Hilary teaches content strategy courses for Kent State University’s online masters program in user experience design.

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Time 11:50am12:30pm PST

Date Mon 17th November 2014


Breakout 2, eBay - Building 12 (Town Hall)

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