The content and operations management you need,
can’t afford, and don’t require full time.
To meet new digital content requirements, including the ability to truly serve the needs of all customer-engaging functions (not just marketing), organizations require a new approach to content operations.
This cannot and won’t be a transformational shift. If begun in a timely manner, an organic evolution to more professional and leveraged content practices is possible. It’s probably even essential. Requirements continue to accelerate ahead of most organization’s ability to adapt.
Early in our 20 years creating custom content for B2B sales, marketing and training organizations, 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The traditional, project-oriented, creative craftsman approach to content production is outdated.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 primary criteria for digital content. It can’t meet the requirements of ALL customer engaging functions across the enterprise.
It cannot scale without compromise.
High-performing Content is Relevant, Insightful, Useful
Context matters when it comes to quality, situation-specific content.
Content quality requirements have moved beyond good writing and appealing design. Good writing, up-to-date and on brand content are table stakes. Today, quality is experienced by content consumers AND users as relevance, insights, and usefulness. Context dictates relevance.
Contextual relevance introduces the inevitable requirement for content operations to scale. Here are just a few of many relevance parameters:
- 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 that Leverage Resources and Investment
We also learned relevance requires content to be tailored. This is best done by those closest to each situation. They best understand the context and purpose of each asset — for both content users and audiences.
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?
The requirement to scale content operations and outputs is an inevitable result in an era of digital assets, channels and experiences.
This reality can no longer be denied for your organization to meet this strategic imperative.
An organization’s content must be created on purpose, by design, at scale, without adverse compromises — especially to budgets.
Some of our services listed below provide a good way to start your evolution to a modern, professional and leveraged content operations process.
Avitage Content Operations Management Services
Content Operations Management
Perhaps you just need content operations expertise to help you set up a better-working operation, manage a large and important content initiative, or fill a temporary gap.
Modern Content Practices
The way content is initially created must change in order to meet new digital content requirements. The right approach will also result in re-usable content components, and maintainable, future-ready content.
We introduce simple and effective practices that start you down this path:
- Concurrent content design and creation for multiple: content users, situations, purposes, forms and formats
- Microcontent stand-alone assets and reusable source elements
- Modular and configurable components
- Curation practices for internal and third party content
- Content Source for text as well as media assets (DAM)
- Catalog practice for tagging, asset briefs, and organization in repositories
- Taxonomy and ontology creation and continuous enhancement
A process to continuously acquire customer insights, experiences and stories. Acquired as 2 minute audio or video snippets, each targets specific user purposes and audience questions.
A library of modular, configurable video “storyboards” are deployed. These can be injected into conversation as well as other content.
This is one of the most compelling, universally applicable, scalable and affordable content types. The program is a microcosm and model for a broader content operation strategy.
Content Strategy Assessment Service leverages our experienced-base strategy framework. We bring a third party perspective and objective assessment of the strengths, weaknesses, and gaps of your current content strategy. You receive detailed, prioritized improvement recommendations for consideration.
Content Operations Assessment Service. This assessment focuses on your current content operation program, process and practices.
To discuss where and how these services might fit in your business, schedule a short introductory conversation here.