Running content workshops can often feel like opening a can of worms. But it doesn't have to be like that. Good workshop organisation, strong facilitation and well-planned exercises make all the difference.
1. Consider the number and type of attendees
This may feel like Workshop Planning 101 but, honestly, no one likes it when one person hijacks the agenda. Keep the group size manageable, ideally between 10 and 12 participants.
It's also worth thinking about the types of people who will come. Here are a couple of examples of content strategy workshops and how they affect who you invite:
- Process-based workshop: invite 2 to 3 people from the internal content or digital team, and 3 to 5 people who create and publish content across the organisation.
- Messaging and tone of voice workshop: this one may lean more towards marketing and communications. Bringing together people from digital, marketing and comms helps everyone agree on the language used across online platforms.
2. Structure your workshop with clear objectives
Make sure everyone is fully briefed beforehand on the workshop objectives and what's needed for the outputs. This creates better interaction and gives everyone a chance to contribute. Smaller groups allow for more meaningful discussions.
Common pitfalls in content strategy workshops include:
- Confusing terminology: be ready to describe clearly what the outputs will be, with examples if possible.
- The wrong people in the room: get a healthy mix of people who do the work and people who make decisions, so you understand the detail and can make change happen.
3. Include interactive, engaging exercises
It's so important to keep content strategy workshops interactive, so you draw out people's subject matter expertise. Engagement is especially crucial online, where attention drifts. Interactive exercises such as polls, quizzes or collaborative tasks keep energy levels up and make the workshop more dynamic.
I use Miro, a collaborative whiteboard tool, along with breakout room activities to get people talking. Speaking of which...
4. Use breakout sessions for in-depth conversations
For exercises like writing content guidelines, it's great to allow time for breakout sessions, so individuals can share ideas and contribute to the workshop objectives.
Think about which content strategy activities would benefit from rich, in-depth input. Plan for 2 to 3 breakout sessions during your workshop, each with a clear focus. Assign a moderator or use guiding questions to keep each group on track. Afterwards, bring everyone back together to share insights with the wider group.
5. Follow up with clear, actionable takeaways
Analyse and summarise the key takeaways from the workshop. If you didn't reach consensus on certain topics, highlight this and make sure follow-up meetings are in place to make a decision.
Summarise the key points discussed, and share resources or templates participants can use in their work. Consider sending a follow-up email with a recording of the workshop, further reading or a short survey to gather feedback.
With these tips, your online content strategy workshops will be more engaging and productive for everyone taking part.
First published on Cultivate Your Content, 19 August 2024.