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Beyond Deliverables: Bringing Content Strategy to Life

Michael J. Metts
October 06, 2016

Beyond Deliverables: Bringing Content Strategy to Life

You never want the contribution you make to your company or client to be limited to a stack of deliverables. It feels good to make a plan at the beginning of a project, but no matter how beautiful, detailed, or thought-out your deliverables are, if they don’t shape the website, app, or product you’re building, they’re worth very little.

Whether you call yourself a content strategist or not, strategy is a necessity. But creating a strategy isn’t enough. Putting it into practice has to be a big part of your skill set. I draw on past experiences and case studies to explain how you can take your content strategy from a high-level plan to a practical resource your company or client relies on.

Bringing your content strategy to life can be a big, frustrating, and messy task, but when it helps people in real, practical ways, it’s all worth it.

Michael J. Metts

October 06, 2016
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  1. BEYOND
    DELIVERABLES
    BRINGING CONTENT STRATEGY TO LIFE
    Michael J. Metts | @mjmetts | [email protected]

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  2. ABOUT ME

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  3. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    MY EXPERIENCE…
    NON-PROFIT, CORPORATE, AGENCY

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  4. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    LONE PRACTITIONERS

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  5. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    EMBEDDED ADVOCATES

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  6. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    TEAM PLAYERS

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  7. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    YOU PROBABLY MAKE DELIVERABLES

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  8. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    SOME COMPLETELY UNFAIR
    DEFINITIONS OF “DELIVERABLE"
    AGENCY: “A THING WE CAN CHARGE THE CLIENT FOR.”
    INTERNAL TEAM: “A THING I CAN USE TO CONVINCE MY BOSS(ES)
    THAT I’M ACTUALLY GETTING STUFF DONE.”

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  9. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    WHAT MAKES A GOOD
    DELIVERABLE?

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  10. FACILITATE
    UNDERSTANDING
    GOOD DELIVERABLES…
    STAKEHOLDERS AT EVERY
    LEVEL CAN GRASP THEM
    THE IMPLICATIONS ARE CLEAR

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  11. DRIVE CHANGE
    GOOD DELIVERABLES…
    THEY MOVE CONVERSATIONS
    AND PROJECTS FORWARD
    THEY PROVIDE A FRAMEWORK
    FOR FEEDBACK

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  12. SERVE AS GUIDELINES
    GOOD DELIVERABLES…
    PRODUCTION TEAMS RELY ON
    THEM DURING THE PROJECT
    THE FINAL PRODUCT IS
    EVALUATED AGAINST THEM
    THEY ARE CONSTANTLY
    EVOLVING AND CHANGING

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  13. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    DESIGN DELIVERABLE
    FACILITATES
    UNDERSTANDING
    DRIVES CHANGE
    SERVES AS A
    GUIDELINE

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  14. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    CONTENT DELIVERABLE
    LET’S BE REAL: IT’S BASICALLY
    JUST A WALL OF TEXT
    VERY LITTLE CHANGED AFTER
    THE REVIEW MEETING
    IT GUIDED ALMOST NO ONE
    *muffled
    sobbing*

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  15. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    DON’T CONFUSE MAKING
    A DELIVERABLE WITH
    MAKING A DIFFERENCE.

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  16. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    PRACTICAL CONTENT STRATEGY
    COMMUNICATION COLLABORATION CREATION
    STRATEGY

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  17. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    WE’RE BUILDING
    CONTENT PRINCIPLES.
    KRISTINA HALVORSON:

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  18. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    WE ASK THE HARD
    QUESTIONS.

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  19. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    “YOU CAN CREATE
    POSITIVE CHANGE.”
    HILARY MARSH:

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  20. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    HOW CAN WE BRING
    CONTENT STRATEGY
    TO LIFE?

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  21. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    BRINGING CONTENT STRATEGY TO LIFE
    SHARE OWNERSHIP

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  22. IS NOT A
    COMPETITION
    CONTENT STRATEGY
    YOU NEED HELP FROM
    ANYWHERE YOU CAN GET IT
    WORK TOWARD ALIGNMENT,
    NOT ADOPTION

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  23. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    WHEN CONTENT
    STRATEGY WINS,
    EVERYONE WINS.

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  24. BE A PARTNER, NOT
    A PERFECTIONIST
    WORK WITH STAKEHOLDERS,
    NOT FOR, AROUND OR
    INSTEAD OF THEM
    ARTICULATE CONTENT
    STRATEGY IN A WAY THAT
    MAKES SENSE FOR THEM

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  25. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    THE WAY YOU PRESENT
    YOURSELF AND YOUR
    WORK MATTERS.
    SHARE OWNERSHIP BECAUSE…

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  26. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    PEOPLE ARE NOT
    OPTIONAL.

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  27. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    BRINGING CONTENT STRATEGY TO LIFE
    SHARE OWNERSHIP
    BE PRAGMATIC

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  28. LISTEN FOR THE
    REAL PROBLEMS
    YOU MAY UNCOVER
    UNEXPECTED NEEDS
    YOU’LL FIND COUNTLESS
    ALLIES AND SUPPORTERS
    LEAVE THINGS THINGS A
    LITTLE BIT BETTER

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  29. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    EVEN THE SMALLEST
    IMPROVEMENTS CAN
    MAKE A BIG DIFFERENCE.
    BE PRAGMATIC BECAUSE…

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  30. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  31. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    BRINGING CONTENT STRATEGY TO LIFE
    SHARE OWNERSHIP
    BE PRAGMATIC
    TELL A STORY

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  32. AMPLIFIES YOUR
    EFFECTIVENESS
    TELLING A STORY
    HELP PEOPLE SEE HOW YOUR
    WORK IS SHAPING CHANGE
    USE TACTICAL DELIVERABLES
    THAT TELL THE STORY OF
    YOUR LARGER STRATEGY

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  33. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    TELL STORIES VISUALLY.

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  36. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  37. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  38. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    HELP PEOPLE SEE THE
    MESS THEY’RE IN.

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  39. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  40. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    PUT A HUMAN FACE ON
    DIGITAL PROBLEMS.

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  41. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  42. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    BE THE PERSON WHO
    BRINGS CLARITY.

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  45. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  46. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    BRINGING CONTENT STRATEGY TO LIFE
    SHARE OWNERSHIP
    BE PRAGMATIC
    TELL A STORY

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  47. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    LET’S TALK ABOUT LIFE

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  48. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  49. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  50. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  51. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  52. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  53. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  54. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  55. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  56. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]

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  57. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    LIFE’S NOT PERFECT.
    (SO HOW CAN YOU EXPECT PERFECTION FROM YOUR
    CONTENT STRATEGY?)

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  58. Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
    THANK YOU!

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