Change your content process to leverage accelerate and scale
When it comes to customer facing content, much is written about creative techniques, tools and infrastructure. But there is little thinking or discussion about content process change. By changing your content process for strategy and operations you can leverage resources and assets, accelerate production time to real-time, and scale outputs without compromise. My thinking is influenced by the re-engineering experience in the 1990’s. The refrain we hear today about return-on-investment for content marketing is very similar to complaints in the 90’s about lack of evidentiary ROI on investments in personal computing technologies — hardware and software. I was influenced by the writing of British cybernetician Stafford Beer who wrote: “The question that asks, ‘given my my business, how should I use the microprocessor?’ is fundamentally the wrong question. A better question would be, ‘given the microprocessor, how should I design my business?'” Companies re-engineered their accounting, manufacturing and product...