A content strategy to regularly publish buyer relevant content creates new requirements and challenges for marketers. New skills, resources, processes, and disciplines are required to meet those challenges.
To address these requirements organizations need to change the way they create, manage and deliver content.
A different approach that is meeting new requirements while dealing with the operational challenges, especially to scale, is to adopt a content publishing operations that is based on a content supply chain process. It does so by:
- Leveraging a business level content strategy and supporting inputs to create content “on purpose”.
- Creating extensible content so buyer relevance and content use case coverage requirements are met.
- Building editable, configurable and re-usable assets during each work phase so marginal costs are lowered and content is used more.
- Shifts traditional siloed production into a centralize operation to optimize content quality, output and return on content investments;
- Optimizes ten criteria for content: quality, speed to create and deliver, lower (marginal) cost of content, relevance and personalization, availability, multiple channels and formats, foreign languages, scale, and maintain to share and re-use;
- Leverages subject expert (and customer) insights; reduces their required time as well as other adverse impacts;
This three minute video explains and shows the difference between the traditional and supply chain approaches to content operations.
Key hallmarks of this approach include:
- Content Strategy to Execution Plan: content is created based on a comprehensive content strategy (no ad hoc) that determines priorities and identifies leverage opportunities — even across siloed business functions
- Customer and Content Frameworks: document knowledge about customers and all key inputs required to create content, which accelerates content development, raises quality, and addresses other criteria
- Continuous Operations: vs. periodic, project oriented approaches
- Planning: to create content in leveraged ways for multiple purposes,, audiences, formats and especially sharing and re-use
- Design and Create: modular, configurable content elements (aka Intelligent Content); separate and distribute work tasks to the best resources
- Database: maintain Content Source, digital assets, content components, modules and finished programs
- Assemble: assemble situation and audience relevant final programs from databases, in different formats (text, video, audio, etc) — even at the point of delivery
- Deliver using ALL relevant formats and channels
- Feedback, Track and Measure: both sales and marketing delivery methods provide immediate feedback that flows into a common tracking mechanism that enables constant measurement
- Iterate for Continuous Improvement: use feedback to improve all elements of the system – people, process, technology – and content work products
This 12 minute video explains these principles and practices
based on the Avitage Content Publishing Operation Model