Content hoarding: Successful strategies to shift your in-house culture

Room L
2:50 p.m.-3:40 p.m.

Change is hard—especially in a large organization with countless editorial teams, all working in silos and embracing a systemic content-hoarding culture. Learn how Seattle Children’s successfully facilitated a content ROT (Redundant, Outdated, Trivial) culture shift for their external websites using limited in-house resources.

The result? A simple and sustainable content governance process, organizational buy-in, shared accountability and responsibility, and empowered and enthusiastic content teams. Find out what it takes to remediate one thousand pages of ROT in less than a year.

In this session, you’ll learn how to:

  • Educate content creators and content owners to identify and remediate content ROT.
  • Bring together dispersed editorial teams to break down silos and facilitate cross-channel content planning.
  • Govern content ROT in large organizations with limited in-house resources.
  • Achieve organizational buy-in at every level and build enthusiasm and engagement for changing existing workflows and processes.
  • Maintain a technology-agnostic approach to cleaning up online content spread across multiple sites maintained by different content owners and authors.

Who should attend: Content strategists and team leaders who work with people who are (a) reluctant to get rid of anything at all, or (b) are always looking to create more content without retiring or replacing old information.

About Margo Schneider

Margo Schneider is the manager of digital content strategy at Seattle Children’s Hospital, one of the top children’s hospitals in the country as ranked by "U.S. News & World Report." Her 17 years of experience as a digital marketing professional includes, Microsoft, and WebMD. She specializes in enterprise-scale digital ecosystem management, including content strategy, business strategy, user experience and design direction, content management, and social media strategy.

About Vanessa Casavant

Vanessa Casavant is a content strategy and user experience professional with a decade of experience working in government and nonprofits. She currently serves as the senior digital content strategist for Seattle Children’s, which is consistently ranked as one of the top 10 children’s hospitals in the country by U.S. News & World Report.

Her previous work with AdoptUSKids, a program of the U.S. Department of Health and Human Services, earned a ClearMark Award of Distinction from the Center for Plain Language and was profiled in the books Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project by Margot Bloomstein and Jobs That Matter: Find a Stable, Fulfilling Career in Public Service by Heather Krasna.

She is a former co-organizer and founding member of the professional meet-up group Content Strategy Seattle, and has guest lectured on content strategy for courses at the University of Washington and Seattle School of Visual Concepts.

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