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I don’t know where we’re going, but I’ll know when we’re there. Margo Stern 2019

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Content what now?

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Go define yourself

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Define yourself first so you can: ● Calibrate your own success (and failures, both real and perceived) ● Set expectations with your cross-functional team ● Help other people help you ● Know how to assess a misalignment of strengths and take the right action

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Plotting a path through uncharted territory

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“I want to be a Content Strategist when I grow up” -Margo Stern, age 7

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Small ad agency (LA, CA) Big ad agency #2 (Portland) Medium agency #3 (SF, CA) Freelance! Fulltime Cheese?! Fulltime Fulltime Fulltime bye Margo’s advertising career path

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How to make a five-year plan as a Content Strategist in 28 simple steps:

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Advertising Journalism Library Science Academia Psychology Publishing Writing, research, user journeys, empathy, brand awareness, voice and tone shifts, Writing, research, user journeys, empathy, human condition, emotional states Writing, research, translation, marketing, editing, market segmentation Writing, research, editing, style guides, empathy, audience segmentation Writing, research, editing, taxonomy, terms, audits, content management Writing, research, crying Where content strategists come from (incomplete list)

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What we (can) do Write words Advocate for people problems Testing methodology Inform research plans ID people problems Be empathy-first Create metrics Product thinking Wireframing Designing with information Information architecture Design crits Designing clear, thoughtful experiences Product thinking Herding cats Improve workflows Makin’ spreadsheets Design Research PM CONTENT STRATEGY

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The double-edged sword of the visible deliverable Write words CONTENT STRATEGY

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Know thyself I’m not just a copywriter anymore...

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FINDING YOUR* AWESOME *not a typo

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It’s ok if it’s easy

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You don’t have to do all the things.

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Identifying your Content Strategy Strengths Advocating for people Writing and content management Working cross-functionally Strategy and design thinking Taxonomy Audits Terms Style Guides Research Design Wire Frames Product thinking Documentation Run design sprints Public speaking Teaching Writing actual books Using the word “governance” Posting in Medium Writing standards Improving workflows

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Identifying your not-strengths The same feedback I always get

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Be patient with your growth

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Growth doesn’t (have to) mean management

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Manager vs. Individual Contributor

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SAY IT LOUD

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Your Strengths + Your Manager

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Your Strengths + Your Team

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For real tools

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Your Strengths + Your Team Operating Instructions Come to me when...

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Come to me when...

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Come to me when... ● You’ve got a huge logic problem to solve ● You want to geek out about word choices ● You need coaching on how to have a tough conversation ● You just don’t know where to start ● You need a gut check ● You need recommendations for where to eat in SF ● You want to look at cat pictures

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Operating instructions OPERATING INSTRUCTIONS

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Operating instructions for Margo I use humor to connect I'm more approachable than I look I'm down with feedback I have a finite amount of energy I'm an introvert/extrovert

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How to use the two: Operating instructions: ● Cross-functional team ● New team ● Team that needs reforming/reboot ● When introducing yourself (and then encouraging everyone else to follow on) Come to me when... ● More for peers ● Good to show humanity ● Less good for working style

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Your Strengths + Your Peers

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Your Strengths + Your Future

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WORD SEARCHES FOR FUN AND PROFIT

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Making a match

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Get your interview questions ready I do my best work when I’m ______________ or _____________, how much of my time would I spend doing that here? I get really excited when I’m doing (this kind of content strategy task) , is that a core part of the work I’d be doing?

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Charting your path: what works when it isn’t working

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Image: gumby STAY LEAVE ADAPT

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STAY

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STAY/CHANGE NOTHING

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STAY: DISENGAGE

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STAY: WAIT IT OUT “If you’re constantly putting out fires, you might have an arsonist on your team.” -my friend Mike

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TAY: SET A THRESHOLD

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Image: gumby ADAPT

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YOU CANNOT CHANGE WHAT YOU CANNOT CHANGE

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ADAPT: Crucial Conversations

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ADAPT: Crucial Conversations

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ADAPT: FLEX DIFFERENTLY

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LEAVE

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LEAVE (why you shouldn’t be quick to)

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LEAVE: DON’T GO IT ALONE

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LEAVE: YOU WILL TAKE IT WITH YOU

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YOU MAKE YOUR OWN NET

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I don’t know where we’re going, but I’ll know when we’re there.