Knowing what needs to be done and achieving it are dramatically different things. While there’s general consensus that carefully and deliberately establishing and articulating a content strategy for a product, an organization or an enterprise is a good thing, execution remains an elusive holy grail. In this session, we’ll take a look at real challenges — logistic, political, technical — faced as one organization in a Fortune 300 company undertook to develop a “unified content strategy,” across functional groups (documentation, training, knowledge management functional organizations) and divergent content. We’ll discuss techniques and strategies such as emphasizing a common goal of client/user satisfaction to unite groups with different historical foci, employing data-driven decision making to ensure good decisions but also to relieve organizational bias and using charters and other project management tools to identify, celebrate and effectively make use of the unique skills, perspectives and assets of each participating group.
Making It So: The Hard Work of Developing Cross-functional Content Strategy at ADP