Content is complicated, messy, and often political. But that doesn't mean it can’t be a huge part of your organizational success. Strategic content supports your business goals, is cost-efficient to develop, and effectively represents your brand.
Customers typically interact with organizations online to complete transactions and get content. The experience they have when using your content impacts your brand, sales, customer loyalty, and advocacy. They make decisions on the premise that your content reflects your company.
Content process refers to the various workflows across the entire content life cycle. Content governance refers to ownership of content and decisions that need to be made. Together, these are the most important factors in predicting how well your content will achieve your goals over time.
Learning how to create effective, user-centred content is not strictly conceptual: It takes practice and guidance. Quality training is critical if you plan to improve the consistency, quality, or branding of your content, or implement new processes such as structured writing or plain language.
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I’ve been thinking about content audits a lot lately because, well, that’s the stage I...
- The 4 focuses of content strategy28 Feb 2012
There are so many ways to slice and dice content strategy. Each slice has only limited value. The re...