The content operations expertise you need,
can’t afford and don’t require full time.
We address the number one unconsidered cause
of low B2B marketing and sales effectiveness,
new customer acquisition, and revenue growth —
— the inability to deliver effective knowledge,
conversation support, and situation-specific content,
in context, at scale.
Our clients tell us they need better performance from content that is deployed to sales, partner and marketing users. Situation-specific information (content) is the fuel that drives sales and marketing performance, as well as top business outcomes, in this digital era.
A new approach to content operations is required to meet new, digital requirements, including the ability to efficiently serve the content requirements of all customer-engaging functions, not just marketing. For marketers, this includes: sales, partners and channel sellers. For the business, it includes training, customer service, HR, legal, customers, influencers, and more.
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. A few of many 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 that Leverage Resources and Investment
Early in our 20 years creating custom 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The traditional, project-oriented, creative craftsman approach to content production is outdated.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 requires content to be tailored. This is best done by those closest to each use situation. They understand the context and purpose of each asset — for both 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?
We introduce an approach that meets and even optimizes the 10 digital content criteria. Content is created on purpose, by design, at scale, without adverse compromises — especially to budgets.
The services listed below provide a good starting point toward a Leveraged Content Supply Chain content operations process.
Avitage Content Operations Services
Content Operations Expertise
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.
Introducing 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 is set up 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 also an example 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.