Content Operations Assessment Service

Content Operations Assessment Framework

Content Operations Assessment Framework

 

In this digital era, content operations must meet and ideally optimize a new set of digital content requirements:

  1. Quality — On Purpose, Insightful, Useful
  2. Time — Pre-produce, Continuous, Real-time
  3. Cost — Financial, Time, Opportunity
  4. Context — Situation, Audience, Relevant
  5. Availability — NOW, Covers Use Case Requirements
  6. Formats — Forms, Types, Channels
  7. Languages — Translation, Localization, Contents
  8. Scale — Production, Critical Mass, Without compromise
  9. Share and Re-use — Edit, Re-Configure, Assemble at front line
  10. Maintain — Long-life assets, Up-to-date, Accurate

The traditional and still prevalent production process can famously still optimize only two criteria — “good, fast or cheap, pick any two!”

This caused us to discover years ago:

The traditional, project-oriented, creative craftsman approach to content production is outdated. It can’t efficiently support the content requirements of ALL customer engaging functions across the enterprise. It will not meet new digital content criteria required by information-empowered buyers, their digital channel and format preferences. It cannot scale without compromise.

The Content Operations Assessment examines process, practices and techniques through the lens of these requirements, based on the framework below. In particular it analyzes areas for greater efficiency and leverage. This service produces recommendations for improvement priorities.

 

Content Operations Assessment Methodology and Process

The Content Operations Assessment is based on an organization’s Marketing and Sales Content Strategy.

The work uses the Content Operations competency, along with the Infrastructure, Tools, Technology competency, from our Six Competency Framework for Marketing and Sales Content Strategy.

Content Operations Framework

  • Current State — maturity; management; systems; process
  • Operations Workflow Process  
  • General Process –
    • Leverage Business, Functional and Content Strategy
    • Customer Content Frameworks
    • Use Case Requirements
    • Quality Criteria
    • Timing / Editorial Calendar
    • Support Structures (Standards, Policies, Procedures, Techniques, guidelines, documentation, templates, checklists, people, etc)
  • Program Management and Governance
  • Workflow Management
  • People Resources – Internal, Vendor, Contractor, Support
  • Metrics

Content Operations Methodology — Workflow Steps  

  • Plan & Preparation
  • Acquire Inputs
  • Content Design and Creation Methods  
  • Curate Catalog and Management Methods  
  • Organize and Deploy in Repositories / Specialty Portals
  • Facility for Tailoring and Custom Assembly  
  • Delivery and Tracking methods
  • Measurement and Reporting
  • Assess and Improvement process

Infrastructure, Tools, Technology Framework

In this phase the following are considered:

  • Primary vendors
  • Web/CMS,
  • CRM, Contacts database & lists (related)
  • Content Repositories #, type, purpose
  • Sales / Channel Enablement
  • Content Operations / Content Production Tools + Systems — specialty content tools
  • Content Management Platform
  • Search
  • CCMS — Component Content Management System
  • DITA – technical publication system
  • Marketing Automation
  • ABM
  • Content Inventory
  • Portals – Targeted: sales, channel, etc
  • Collaboration, web meeting,
  • Social media deploy and monitor (Gaggle)
  • Hosting (Slideshare); Syndication sites;
  • Knowledge Management
  • LMS – learning management system
  • Sales Training – “Coaching” systems
  • Video hosting
  • DAMs
  • PowerPoint Management
  • RFI/RFP/Proposal Management
  • Master Links management
  • Curation
  • Data, Reporting, Analytics

 

Content Operations Assessment Outputs and Deliverables

The result of this work is a written assessment based on the competency model. Where possible and helpful, diagrams or checklists are inserted as examples.

Specific recommendations regarding gaps and priorities are documented.

A roadmap of suggested maturity enhancements is provided to indicate possible next level content strategy practices. Specific considerations include:

  • Opportunities and methods for greater leverage, throughput and output quality improvements
  • Consideration of a Content Center of Excellence (CCoE)
  • Preparation for Predictive Content Analytics
  • Producing Future-ready content
  • Preparation for real-time content creation and assembly
  • Anticipation of a Content as a Service (CaaS) operating model

Recommendations are typically delivered and discussed in a half-day briefing with appropriate client stakeholders.

To discuss how a Content Strategy Assessment might work in your organization, please schedule an introductory conversation. 

 

Please visit the related Marketing and Sales Content Strategy Assessment Service