Content Assessments are an evaluation of an organization’s:
Content Strategy Assessment — Your marketing, sales and channel / partner content strategy is objectively reviewed by a third party based on a rigorous framework (explained below) by experienced practitioners.
Content Operations Assessment — Evaluates how your content strategy is executed. Often a content operation is not defined and designed based on content strategy. It is considered a “given.” This constrains content strategy decisions (“what we’re capable of producing”), as well as content outputs (‘what is produced”).
Weak Content Strategy, or inefficient and ineffective Content Operations will inevitably result in content that isn’t situation-ready, and performs sub-optimally.
Strategic Business Decisions
High-performing content in this digital era is a strategic imperative because it is a primary driver of top business outcomes:
- New customer acquisition and organic revenue growth,
- Sales and marketing productivity and lower selling costs,
- Acquiring data on customers and audiences,
- Providing exceptional customer experiences.
The content world into which you deploy your content is crowded, noisy and easily distracted.
To perform well, and to deliver the business outcomes you expect, high-performing content must be relevant, insightful, differentiated and useful to your audiences. This does not happen automatically.
Audiences prefer to receive content in many different forms and formats, based on different information purposes and channels used.
You have many functional groups across your organization that engage customers. Sales, customer service, training, and the sales channel are examples of “content constituents” that require support to “cover” their many content use case requirements.
These few of many requirements create a new imperative to scale content operations and outputs without compromising quality, time or cost. Most content operations buckle under new digital era content requirements.
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