Practical collaboration for teams that feel like they're from different planets

Setting team strategies and tactics that bring marketing, content, and digital teams together

Having dug into the way things work (or, more often, don't) in a number of organisations that organise marketing and content teams separately, and then presented the results a number of times, Max got to work on practical ways to get marketing and content experts to work together more effectively. This workshop is the result.

This full-day session gets both or all the relevant teams together. Together, people work through:

  • The strategic differences and structural blocks that urge teams in different directions
  • The complementary skills that each team adds to the mix
  • The incentives that determine how those skills get used
  • Bringing those complementary together by aligning strategy, work structure, and personal incentives

This workshop isn't about trying new collaboration tools or booking more meetings. It's a deep and sometimes difficult look at how two separate moving parts of the same machine interoperate. It leads to real 'ah ha' moments, and shows how strategic thinking changes the way people collaborate.

Writing for the web - a user-first approach

This workshop mixes a series of short presentations with hands-on tasks. Presented jointly by a word nerd (Max Johns) and a UX expert (Emma Pittar), it’s all about keeping your readers in mind. The exercises include individual and group work, with plenty of discussion and interaction.

Workshop structure

Each section includes at least one activity.

How people use the web: How do people discover and read online content? We break down typical reading behaviour on desktop and mobile devices, and look at how being in ‘task mode’ affects what people do.

Making reading easier: Taking what we know about how people use the web, we introduce writing techniques that are valuable for any medium, but especially the web.

Creating and testing content that’s fit for purpose: How to define the user and business needs that a page serves, and how to keep context like this in mind while you work. This section also looks at the overall structure of webpages - a key element of responsive (multi-device) design.

Producing and using briefs: Now that we’ve covered user goals, writing, and page structures, we can start at square one: page briefs. By laying out everything you need to know before you begin writing, you have a bright guiding light to work by.

Suitable audience

  • Web writers (beginner-intermediate level in particular)
  • Editors
  • Designers
  • Anyone else who works with web content, even if they're not the main producer

Time and tailoring

This workshop suits groups of around 12-30. We can tailor its focus and content (e.g. examples and exercises) to suit your team.

Minimum duration: 4 hours

Maximum: Full day

Content approval without protracted sign-off

A collaborative workshop for content creators and stakeholders

Content sign-off is a drag. It's time-consuming, frustrating, and often makes content worse. It's a process that annoys writers and creators, and leaves stakeholders feeling that they're involved too late and too little.

It's time to adopt a less adversarial, more collaborative approach. In this workshop you'll learn a new way to work, learn, and succeed together.

You'll learn how to ask targeted questions that draw expertise out of each stakeholder. The framework keeps ultimate control where it belongs while making stakeholders more visible. The tools you use leave a thorough trail of contributions, actions, and approvals.

Bring your boss, bring your legal expert, bring your marketing manager, and learn how a risk management approach can improve the way you work together, and the content you publish.

WHat you'll learn

  • How normal sign-off processes harm your content
  • How the risk management framework operates
  • How to hold productive, informative conversations
  • All the tools and documentation that you'll need


This workshop introduces a new way of working between teams. It's crucial that every team with a role in approving content, including team leaders, are in the room.

ONgoing coaching

Changing processes in your workplace can be difficult, especially when multiple teams are affected. That's why we follow this workshop with smaller coaching sessions with individual teams or other smaller groups to help implement your new way of working.

Tailoring the course

We meet with you at least two weeks before your workshop for 1-2 hours. In this session we get to know your current processes, and find out who's involved. We also go through the key parts of risk management and work out how to best introduce them to your business. 

The workshop itself is a full day. It's mainly exercise-based, so there's more time spent working together in groups than listening to presentations.


Max has written a full risk management series on his blog.

Want to talk more about our workshops?

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