1. Before Your Next Content Project

      This post addresses related, but different, content outsourcing and in-sourcing project best practices. Outsourcing Content Creation I have seen many companies struggle setting up outsourced content creation projects due to inadequate preparation and documentation. Content vendors often prefer it this way. Your inefficiency, or ignorance, is their “value add” — and higher billing. Often, preparation work, in the guise of “research,” occupies a significant portion of the content project’s time, effort and budget. This may have been acceptable in the traditional, periodic, “point production” content outsourcing model. But organizations today must create a constant stream of buyer relevant content to satisfy a broad use case requirement map. After content vendors come up their learning curve, conduct their research, and deliver their work product, lots of knowledge walks out the door. Undocumented knowledge. Some or most of this knowledge will be needed for somebody’s content project. Probably pretty soon.  ...

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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