Implementing a content strategy often involves overcoming significant technological and cultural challenges, but some of these challenges are so scary, so heinous, that they earn a place among the undead because they Just. Won’t. Die!
In this webcast, which debuted at Lavacon 2014, Bill Swallow will take a look at these nightmare-inducing monsters—from unrelenting copy-and-paste zombies to life-draining, change-avoiding vampires—and show you what can be done to keep your content strategy implementation from turning into a fright fest.
2. ● Everyone is muted except for the
presenter
● Please ask your questions through
the Questions area in the webcast
interface
● The presentation is being recorded;
attendees do not appear in the
recording.
@billswallow #CSvsUndead
5. 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
9. 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
10. They're not ALL bad
Flickr: Terror on Tape
@billswallow #CSvsUndead
11. They're not ALL bad
Sometimes they're just
misunderstood
They may have good
intentions
They may have reasons for
resisting change
@billswallow #CSvsUndead
13. 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
17. 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
18. Your tools for success
Flickr: Theodore Scott
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19. 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
29. 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
31. “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
35. 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
36. Keep them in check
Flickr: relux.
@billswallow #CSvsUndead
37. 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
40. 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