Katrina NealHead of Content Marketing, Cisco

@katrina_neal

Managing Change - The Achilles Heel of Content Marketing?

@katrina_neal@katrina_neal

- Top 5 rookie change management mistakes -

Rookie 1. Definition (n.) an error due to inexperience

Thinking a content

marketing platform is

your answer

@katrina_neal

@katrina_neal

YOU NEED: Change management

1. Think Platform + Process + People

2. Beware human reactions to highly structured workflows

3. Think marketing transformation skills & attitudes

Get Started:

• CMI: Content Marketing University

• CMI: Content Marketing World

• Kapost: The complete guide to building your marketing workflow

Thinking you can do it

alone

@katrina_neal

@katrina_neal

YOU NEED: Executive buy in

1. Make peace with your brand team

2. Make new friends in IT

3. Storytelling: What could a new world look like?

Get Started:

• Search: “Getting Executive Buy in” on Content Marketing Institute

• Search: Kapost Blueprint of a modern marketing campaign

You run before you have buy in

@katrina_neal

@katrina_neal@katrina_neal

The 8-Step Process for Leading Change- Kotter International

Step 1: Create UrgencyStep 2: Form a Powerful CoalitionStep 3: Create a Vision for ChangeStep 4: Communicate the VisionStep 5: Remove ObstaclesStep 6: Create Short-Term WinsStep 7: Build on the ChangeStep 8: Anchor the Changes in Corporate Culture

“for change to be successful, 75 percent of a company's management needs to "buy into" the change. “ @KotterIntl

@katrina_neal

Isaac Cordal - Politicians Discussing Global Warming, 2011, Berlin, Germany, installation view

@katrina_neal

You forget about internal

marketing

@katrina_neal

@katrina_neal

YOU NEED: Great marketing

1. Communicate the vision

2. Consider different learning styles

3. What content do they need to motivate?

Get Started:

• Stakeholder Interviews

• Company meetings

• Lunch and Learn [skills]

You didn’t think that

culture could eat YOUR

strategy for breakfast

@katrina_neal

@katrina_neal

“The people dimension of change: The most commonly cited reason for project failure is problems with the people side of change”

https://www.prosci.com/adkar/adkar-model

@katrina_neal @katrina_neal

@katrina_neal

??

???

@katrina_neal

@katrina_neal

www.16personalities.com @16Personalities

@katrina_neal

@katrina_neal

Rational | Impartial | Strong Willed | Strategic Thinkers | Can ruffle feathers

www.16personalities.com

@katrina_neal

Empathy| Diplomacy | Imaginative | Brings Harmony | Can find it hard to make decisions

www.16personalities.com

@katrina_neal

Highly Practical| Create Order | Rules | Excellent Logisticians| Can be inflexible

www.16personalities.com

@katrina_neal

Spontaneous| Think on Feet| Masters | Brilliant in a Crisis | Can be seen as risky

www.16personalities.com

@katrina_neal

??

???

www.16personalities.com

ExplorersSpontaneous| Think on Feet|

Masters | Brilliant in a Crisis | Can be seen as risky

AnalystsRational | Impartial | Strong Willed | Strategic Thinkers |

Can ruffle feathers

DiplomatsEmpathy| Diplomacy | Imaginative |

Brings Harmony | Tough decision making

SentinelsHighly Practical | Create Order | Like Rules | Excellent Logisticians| Can be

inflexible

@katrina_neal

ENTP “The Debater”Smart and curious thinkers who cannot resist an intellectual challenge.

@katrina_neal

@katrina_neal

ESFP “The Entertainer”Spontaneous, energetic and enthusiastic people – life is never boring around them.

@JoePulizzi

@katrina_neal

How will you lead change?

www.16personalities.com

@katrina_neal

@katrina_neal

“Change management for content marketing: Its not about the platform. Its about people. People speaking the same language. Consistently. Over a period of time.

With executives who have your back. And supporting the content marketing evangelists as your champions”

- Katrina Neal -

@katrina_neal