CONTENT IS A BROAD CHURCH
Like many disciplines (engineering, medicine, finance) there
are many flavours of content strategy.
We don‘t have to all be the same. I would argue we don‘t
want to all be the same.
Customers don‘t care whether we sit in marketing, product,
user experience, communications, IT … they care that we
produce truly great content. Content that they love.
MEASUREMENT IS ESSENTIAL BUT KPIs ARE
Measuring effectiveness is essential if we are to succeed
Quality is NOT the same as effectiveness. Effectiveness is
A robust measurement framework should include IMPACT
and HEALTH measurements.
Outcome-based goals are also important – but they often
(usually) include more than content.
CONTENT IS GLOBAL
If you‘ve ever said mine‘s not then you‘re kidding yourself.
Your customers are using it. You should be too!
CONTENT IS (AND HAS ALWAYS BEEN) MODULAR
Well, nearly always.
From the 1500s at least, when they started using wooden,
Then on into hot metal …
… and the digital age.
What‘s new is the scale and format.