A content strategy to regularly publish buyer relevant, useful content creates new requirements and challenges for marketers.
To address these requirements organizations need to rethink content operations and the way they define content priorities, fund, create, manage and deliver content. New skills, resources, processes, and disciplines are required to meet new digital content challenges.
This page presumes you have read the explanations for change in Content Operations Management. A reading of What is a Content Supply Chain? and What is a Leveraged Content Supply Chain? provide background and introduction to this page.
Visualizing the Outputs of a Leveraged Content Supply Chain
This video explains and shows the difference between the traditional content process and a leveraged content supply chain approach to content operations.
Characteristics of a Leveraged Content Supply Chain
Continuous operations process — scales up and down; agile (of course)
Requires different operations process, procedures, techniques — management, governance,
Shift from a project approach that creates specific assets in a sequential manner;
Shift to continuous sourcing and acquisition of inputs — curate, prepare re-usable source inputs — “parts inventory”
Designed and Planned — foundational planning and preparation, especially for leverage and re-use
Unified Content Strategy decides investment priorities; (see 6 competency framework)
Based on Use Case (UC) Requirements of key content constituents;
Defined by Knowledge, Communication Support and Situation-ready Content requirements;
Content Briefs provide specification guidelines and quality standards (On purpose, by design)
Distribute work and tasks to best resources, time, cost, quality, (Content Supply Chain)
Pre-produce content before it’s needed
Oriented to Topics and Business Problems — sub-topics, concepts and themes (architecture) based on a topics and use case architecture;
Concurrent design and creation practices:
- For re-use first
- For multiple key versions, forms and formats
- As micro-content, based on modular design, in accordance with content briefs and specification guidelines
- Use Core and Extension practices
Package “Configured content”:
Use micro and modular assets to configure new final assets. When modular source retains integrity to its source, updates to source modules can instantly and automatically apply to all finished assets configured from source modules. This meets the scale requirements to support all key use cases, as well as makes content maintenance possible
Use DAM and Content Source repositories to store acquired inputs, source for all finished assets, re-usable modular and micro-content, inventory of linked assets, source image, audio and video assets
Coordinate and integrate activities so content drives desired results
Source components must integrate for final work products — configurable
Deliver in Microsites — custom situation, audience or topic-specific microsites support binge consumption preference
Support Users — subject experts in providing inputs, content creators, and front line to assembled tailored, configured final content products
Operate as Content-as-a-Service (CaaS)
Conduct regular Content Health Checks — of content strategy, content operations, and auditing specific assets
Execute Content Operations with a Leveraged Content Supply Chain
While most of the production steps are similar to traditional production methods, the differences are in the execution method. Different principles and practices inform process changes as well as procedures within each activity.
This 7 minute video explains some of these principles and practices
Avitage brings a defined and documented program for a leveraged content supply chain to be applied in your business.
We do this in coordination with your content strategy. Our Six Competency Framework for Enterprise Content Strategy can supplement or validate aspects of your existing strategy.
Your content production teams implement and adapt to this new approach through our initial design, implementation, training and ongoing coaching. We also provide outsourced production management at different levels of engagement and responsibility. We can even project manage significant content initiatives.
Clearly these ideas can’t be well-understood or applied to a specific business situation simply by reading a checklist. You are invited to schedule an initial phone conversation using this link.