Move Beyond Concept to Create Content Like a Publisher

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For marketers who have embraced the publishing mindset in support of inbound and content marketing strategies, execution has emerged as the new barrier to success.

You understand the need to think like a publisher. You have shifted content focus from vendor and product collateral, to customer educational content. You blog, create whitepapers or e-books, conduct webinars and even dabble in videos. Linked-in and Facebook pages (and now Google Plus) have led to YouTube and Slideshare channels. You have a Twitter account and are learning about new social media platforms every week.

Keeping up with demands for content is daunting. Think like a publisher tells us what to do. But can it help us understand how to do it better? You bet.

Understanding the deeper implications of what it means to think — and create content — like a publisher can lead to a new operational model. With a fundamentally different process, the challenges and constraints of the traditional, “point production” model can be resolved, while at the same time improving content effectiveness.

Operational Objectives

Consider the operational objectives you must optimize. Traditional production methods can optimize any combination of two of the first three, but certainly not five or even seven:

  1. Quality — “content,” buyer relevance & design
  2. Speed — message and content-time-to-market, ultimately to real time
  3. Cost — effort, time and dollars
  4. Buyer Relevance and Convenience — purpose: attention and interest; educate and explain; share customer stories and applications; evidence or proof points of value claims; answers to all buyer questions; as well as individual format preferences
  5. Volume – critical mass that inevitably occurs with relevant, multi-purpose and multi-format requirements
  6. Maintain and Re-use – finished programs, modular components, digital assets, Content Source, content inventories
  7. Foreign Language support

As organizations shift from periodic or random acts of content, to continuous, near daily production of content for multiple purposes and in multiple formats, they experience breakdowns in many or all of the above factors. The traditional process simply doesn’t accommodate scale for any of the factors economically.

If 30% of marketing budgets go to content today, and we’re just beginning, what happens in 12-24 months as we dramatically raise the critical mass of content beyond blogs. It is commonly accepted that blogging 3-5 times per week is significantly more effective than once per week. We see this applying to other content types such as video as well.  Are you ready to build 100 videos this year? What about 3,000 as SalesForce.com has?

Deeper Understanding of 7 Key Practices to Create Content Like a Publisher

Understanding and shifting to a publishing operating model is the way to go. This involves three key concepts:

  • Leverage — events, subject matter experts, resources, content assets
  • Extend — content for multiple purposes, buying stages & roles
  • Reuse — manage for, and make assets ready, to re-use and repurpose

This 7 minute video will introduce you to Key Practices of a Content Publishing Program based on a content supply chain process.