1. What is a Leveraged Content Supply Chain?

        In What is a Content Supply Chain? I identified the shortcomings of the traditional and still prevalent process by which B2B organizations create content. I concluded by saying the question is, How do you design a content supply chain process that will optimize 10 essential content criteria, especially the need to scale without scaling investment, or compromises to important criteria? In our 20 year content creation business we discovered the answer in a different approach, process and set of techniques we refer to as a leveraged content supply chain process. If you Google content supply chain you will discover the content workflow management software category that some claim IS the content supply chain. This isn’t what we’re talking about here. This is like saying ERP software IS the manufacturing supply chain. Manufacturers learned they first had to change their supply chain process to realize the big value ERP software investments...
  2. How to improve content performance and operations output

      Marketing leaders, and the executive team to which they are accountable, understandably want to improve performance of customer facing content, get better outputs from content operations, and better returns on content investments. At the recent Content Marketing World, content ROI was a prominent topic. This post will provide an overview vision of what you must do to tune your content operations for optimal performance. Content operations performance means the ability to reliably and consistently meet content standards you’ve identified: Quality Timing (continuous and rapid time-to-market) Quantity (to cover requirements with versions and formats) Audience relevance As well as other factors you’ve identified (reuse). There are so many factors marketers must optimize, starting with resolving their challenges, as well as new, digital era content criteria.   We will explain our recommendation for an operational shift in the first video below. The second video illustrates how this works using a new, continuous publishing, or “content...

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