Our clients tell us they need better performance from sales and marketing content. Content is the fuel that drives sales and marketing performance, as well as top business outcomes, in this digital era.
Business executives must rethink their content operations strategy in order to efficiently serve the content requirements of all customer-engaging functions, not just marketing. This includes: sales, the sales channel, training, customer service, HR, legal, customers, influencers and more.
Siloed approaches raise costs, constrain efficiency, and lower customer experience — for both external content consumers and internal content constituents.
It’s time to re-think content operations management in the context of digital realities and requirements.
High-performing Content is Relevant, Insightful, Useful
For quality, situation-ready content, context matters.
Content quality is primarily a function of relevance, insights, and usefulness to content consumers AND users. Context dictates relevance. Good writing, up-to-date and on brand content are table stakes.
Contextual relevance introduces the inevitable requirement for content operations to scale, when relevance parameters include:
- Audience — industry, functions, buyer decision roles
- Topics or problems of interest
- Situation and purpose — broadly speaking, marketing, sales, education, training, “how to” or problem diagnostic and resolution
- Customer stage — status quo through active users
- Audience preference for forms, formats and channels
Content Operations Must Leverage Resources and Investment
Early in our 20 years creating B2B sales and marketing content, we discovered a breakthrough that changed our thinking and approach to content operations.
The traditional, project-oriented, creative craftsman approach to content production is outdated. It can’t efficiently meet the 10 primary criteria for digital content, dictated by audiences. It can’t meet the requirements of ALL customer engaging functions across the enterprise. It cannot scale without compromise.
We also learned relevance means content must be tailored by those closest to each use situation. They best understand the purpose of content — for content users and consumers.
How much of your content is designed and created to facilitate front line tailoring of content?
How well does your content operations optimize — or even meet — the 10 digital content criteria?
How formal and professional is your content operations and management?
This experience resulted in the codification and documentation of a rigorous and detailed Enterprise Content Strategy. A good content strategy is the essential foundation to a Leveraged Content Supply Chain content operations process.
This approach meets and even optimizes the 10 digital content criteria. Content is created on purpose, by design, at scale, without adverse compromises — especially to budgets.
As content performance improves, functional and business outcomes significantly improve.
This video introduces the shift from traditional production approaches, to a leveraged content supply chain approach.
Read more about the Leveraged Content Supply chain process, and how it dramatically improves return on content investment (ROCI).
Implement a Leveraged Content Supply Chain — as a Center of Content Excellence
Establish a centralized, comprehensive, professionally managed content operations.
Interim Content Program and Project Management
For initial engagement or major content initiatives, to bring new processes, procedures and techniques for breakthrough results — at both the program and significant project level.
Set up a program and process to catalog and curate content so it can be easily found, delivered and used. Develop taxonomy and metadata schema, curate and catalog internal and 3rd party content, implement and train on content catalog and curation practices. Read to learn why you need a “content docent.”
Design and implement a customer voice program to continuously acquire, process and deploy customer insights, experiences and stories in short, targeted audio/video recordings. Deploy as a library of modular, configurable “storyboards” that can be injected into any content and conversations.
Establish a “front end” to, or replacement for, legacy content repositories. Streamline access to and use of important and relevant content by marketing, sales, customer and other content constituents.
To discuss where and how these services might fit in your business, schedule a short introductory conversation here.