People regularly ask me to clarify the differences and reasons for adopting a content publishing process rather than the traditional “point production” process. Here is a simple list of reasons.
We believe organizations face new content requirements that a publishing oriented creation process best addresses because:
- Content must be relevant to each buyer and their situation, vs. “one size fits all”
- Content must educate, create a vision and inspire vs. pitch features and benefits
- This means a dramatic increase in the volume of content to create which breaks down with traditional approaches
- We must reduce the burden on subject experts (SMEs) and change their role in creating content
- Content creation must become a planned asset development and maintenance process vs. an event driven, “one-and-done” approach
- Content creation is moving from centralized, “professional” creators to “new producers” all over the organization and beyond who must be supported to realize quality, consistent and efficient results
- Organizations must flatten the cost curve, especially if they apply traditional approaches to new requirements
- Content must be created for sharing and re-use at the “modular” level, not just as finished programs
- Content must be flexible enough to be used in multiple delivery channels.
Traditional Production vs. Publishing Production Process
This chart identifies key differences between these two production processes. A PDF version is available for download here.
There are undoubtedly many other reasons and benefits. These are my top candidates, what are yours?