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BEYOND
DELIVERABLES
BRINGING CONTENT STRATEGY TO LIFE
Michael J. Metts | @mjmetts | [email protected]
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ABOUT ME
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
MY EXPERIENCE…
NON-PROFIT, CORPORATE, AGENCY
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
LONE PRACTITIONERS
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
EMBEDDED ADVOCATES
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
TEAM PLAYERS
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
YOU PROBABLY MAKE DELIVERABLES
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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
WHAT MAKES A GOOD
DELIVERABLE?
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FACILITATE
UNDERSTANDING
GOOD DELIVERABLES…
STAKEHOLDERS AT EVERY
LEVEL CAN GRASP THEM
THE IMPLICATIONS ARE CLEAR
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DRIVE CHANGE
GOOD DELIVERABLES…
THEY MOVE CONVERSATIONS
AND PROJECTS FORWARD
THEY PROVIDE A FRAMEWORK
FOR FEEDBACK
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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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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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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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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
PRACTICAL CONTENT STRATEGY
COMMUNICATION COLLABORATION CREATION
STRATEGY
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
WE’RE BUILDING
CONTENT PRINCIPLES.
KRISTINA HALVORSON:
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
WE ASK THE HARD
QUESTIONS.
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
“YOU CAN CREATE
POSITIVE CHANGE.”
HILARY MARSH:
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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
BRINGING CONTENT STRATEGY TO LIFE
SHARE OWNERSHIP
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IS NOT A
COMPETITION
CONTENT STRATEGY
YOU NEED HELP FROM
ANYWHERE YOU CAN GET IT
WORK TOWARD ALIGNMENT,
NOT ADOPTION
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
WHEN CONTENT
STRATEGY WINS,
EVERYONE WINS.
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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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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
PEOPLE ARE NOT
OPTIONAL.
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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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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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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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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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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
TELL STORIES VISUALLY.
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
PUT A HUMAN FACE ON
DIGITAL PROBLEMS.
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
BE THE PERSON WHO
BRINGS CLARITY.
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
LET’S TALK ABOUT LIFE
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
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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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Beyond Deliverables: Bringing Content Strategy to Life | Michael J. Metts | @mjmetts | [email protected]
THANK YOU!