The Content Development Culture - Creating the content rich organization.
A friend and client who recently took over as head of a large technology company recently wrote to me with the following:
"I have found a lack of skills on content everywhere marketing, creative, sales collateral, product documentation, even on-screen text on product pages. We're not even sure what the right sort of person is to hire, but we know that the position is important is not enough to make world-class products!"
I responded with a power point covering the following:
1.
Lets define 'content'
Content is
- collective learning,
- nuggets of experience,
- technical information,
- how-to-guides,
- marketing spiel,
- stories and
humor
that reflect the company's thought processes and culture to customers, vendors and employees.
2. Why content development is all about culture
- No business can generate good content solely from external sources
- Best content includes inputs from tackling day to day issues
- Content from
energized and engaged employees boosts morale
- True learning can only come from hard earned experience
- Good content is always emotional, poignant and from the heart.
Therefore?
If employees are not engaged in the process, sooner or later the initiative will fritter out.
3. A
two pronged best strategy for content development
4. Important inputs for your content development plan
Identify?
- Key areas to focus content on
- Types of content that can be created reliably.
- Modes of delivery which provide the best coverage.
- Best internal and external sources
- Best technology for delivery
5. Great Sources of Content are everywhere
- Interviews with clients & employees
- Coverage of events and seminars
- Commentary on technology and world developments
- Technical articles & manuals
- Collaborations with guest writers
- Contests within the
organization
- Problems, issues and break down events
6. Distributing the content through different channels
- Company Blog
- Company Newsletter
- Slideshow Presentations
- Videos & Multimedia
- Product Handouts
- Books & Magazines
- Training Sessions & Special Events
7. Internal setup for content generation
- Assign a content champion
- Identify a core team or editorial board
- Assign roving reporters
- Hold short seminars to spread the word
- Develop an incentive plan to reward good effort
- Ensure
buy in from top to bottom
- Apply, rinse, repeat
8. External setup for content generation
- Assign an agency
-
Clearly identify and quantify deliverables
- Setup a quality control mechanism
- Ensure allocation of funds in budget
- Involve agency in internal initiatives
- Apply, rinse, repeat
9. Keeping it going
- Aim for national and international awards and competitions
- Benchmark content to competitors
- Benchmark content to best cases across industries
- Invite motivational speakers to pump up morale
- Start a toastmasters club within the company
-
Recognize employees for outstanding contribution
- Get a virtuous cycle going.
10. The most important thing
Link good content to sales growth and profits. Nothing succeeds like success.
Cheers,
Ron
