Too many organizations today rely on outdated or inefficient content distribution.
NB: This is an article from RateGain
Content should be treated as a business asset worthy of being produced efficiently, repurposed effectively and translated prescriptively. Not scattered like seeds with the hope it will grow new business.
Do you have a Contenteur? Likely not. What’s needed is to think about content strategically and assign accountability. A Contenteur is the individual at the forefront where content, channels and consumers intersect, delivering compelling customer experiences that drive new revenue opportunities. The individual that orchestrates business initiatives that leverage technology, optimized operations and calibrates multi-channel content delivery.
Even if you don’t have a Contenteur, there are three “ingredients” or strategies to address inefficient content distribution:
CONTENT OWNER
Start by simply asking “who owns content here?” Too many goals lead to one-off content. Put someone in overall charge of content. Establishing a more holistic view of content production, redundancies and inconsistencies will expose opportunities to address them. Trend is growing towards a Customer Experience owner; why not partner them with the Content Owner to fuel memorable and economically sustainable customer experiences?
Without a content strategy, and in spite of best intentions, content can become channel-centric instead of customer-centric.
CONTENT STRATEGY
Content strategy defines how you are going to use content to meet business objectives and satisfy consumer needs. It ensures that a clear, specific purpose for each content area and evaluates it against this purpose. And content will be created with the goal of making it reusable, rather than by someone who imagines it for a particular channel, product or location.
Curation is key to delivering accurate and sustainable content.
CONTENT CURATION
Curation guides decisions about content throughout its lifecycle, from concept to archival. Enforce practices that ensure that content will not be internally published or syndicated without a support plan results in a reduced amount of orphaned and stale content contributing to the overall bloat of information. Sustainable content is content you can create and maintain without impacting quality.
Our fragmented online environment makes it difficult to scale and maintain relevant customer experiences and the resulting inefficiencies. Consumers and experts tell us that more content is not always the answer. More content can overwhelm consumers and lose their attention.
When you deploy your unique blend of the three content ingredients – ownership, strategy and curation – you will take a measured step toward creating economically sustainable content, but more importantly, delivering relevant and memorable consumer experiences.
