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What does content strategy mean in an organization where “silo” is a matter-of-fact term and not a criticism? How do you introduce new ways of creating content when the organization’s unspoken motto is “that’s the way we’ve always done it”? How do you create consistency and collaboration when divisions have their own budgets, programs, and sometimes even brands? How do you engender trust and promote information-sharing when content creators don’t know one another? And finally, if division strategies include “create X amount of online toolkits,” how do you build the case that creating less content can be better?
These organizational challenges exist in many content-rich organizations and can be equally true for social media channels, intranets, e-newsletters, and websites. Results include large amounts of content that isn’t always of the same quality, audiences that can’t find the information they are looking for, contradictory or outdated information remaining online – and, most important, business goals that are not met.
This presentation was given at Content Strategy Applied USA on November 17-18, 2014