Big Organisation = Poor Content?

I UNI OF BATH

I have an amazing job I work with amazing people I help to create amazing content everyday.

Working in higher education is like herding cats.

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”(Academics) won’t be commanded. They choose their owners. And managing them is more about... luring than pushing... THES

How unique is higher education?

My team faces the same challenges with content you experience as a freelancer or digital agencyThe only difference is:

our organisational structurenumbers of individuals level of resource

Big organisation = Poor content?

What I’ve learnt:Big organisations don’t have to create lousy content; they choose toUniversities can and do create amazing content everydayYou need to create an eco-system in which content can thrive.

We have to start thinking of ourselves as mini BBCs.

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”It is an inevitable outcome of the democratisation of publishing.

Are we nearly there yet?

We’ve started the conversation!This idea will be key to reframing the debate

Media organisations create compelling content day after dayLarge organisations don’t yet have the right mix.

Why?Universities do not yet understand the value of their content and how it can help them achieve their goalsThe job of my team is to help the organisation to understand why content is importantThe use of content strategy allows us to have conversations, we previously would not have been able to have

It helps us demonstrate the value of contentPutting content at the heart of our discussions.

Why isn’t this working?

“We’re pursuing an aggressive content strategy”Stakeholder buy-in is essentialContent strategy is an intrinsic part of the process of content creationNot just part of a one-off project.

Building an eco-system

Get stakeholder buy-in at the startDefeat a common enemy - Website re-designs and outdated contentReassure them that they are not the only ones with this problemLearn more about their content.

Use the process to help them discover what’s wrong and how you can help.

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”Individuals need to be the centre of their own change.

Set expectationsSet stakeholder expectations at the start:

Have a clear plan and processUse plain English to describe what content strategy is, how it will work and what are the bene"ts of using this approachWork out what can be reasonably achieved within the context of their resourceDeal with objections head-onStakeholder involvement is key.

LearnDon’t be frightened to fail

Be willing to learnBe willing to change.

Big organisation =Great content?

Big organisations can create great contentCreate an eco-system to deliver itYou need a team with the right skill-set and knowledgeThe system will only work if it is supported by stakeholdersBe clear what you are trying to achieve Demonstrate the value of what you do.

Richard ProwseA graduate of the University of Leicester. In 2012 he joined the University of Bath as Web Content Manager, responsible for bath.ac.uk. Richard is a digital strategist: passionate about higher education and user experience.In 2011 while working for Bournemouth University he was shortlisted for the Vice-Chancellor's Unsung Hero of the Year, for his contribution to the University's web development.

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