1.
13
CRITICAL
QUEST IONS
FOR CONTENT TEAMS
...From 3M's Carlos Abler

2.
1. How will we clearly identify and
segment our audiences?

3.
2. How will we publish the content that is
most pressing and relevant?

4.
3. How will we plan well, but listen and
respond with agility?

5.
4. How will we create content that serves
business objectives for all stages of the
customer lifecycle?

6.
5. How will we optimize the quantity and
rhythm of our publishing?

7.
6. How will we assign responsibility and
accountability for our content?

8.
7. How will we drive internal collaboration
through engaging a broad range of subject
matter experts into the editorial process?

9.
8. How will we create an optimized brand
message that balances customer relevance
and editorial perspective?
Hi! Bonjour.
Hello
Hey!

10.
9. How will we ensure people can find our
content via search, social, paid placement and
earned media?

11.
9. How will we manage our content
channels in a coherent manner?

12.
10. How will we govern, manage and
organize our content?

13.
11. How will we optimize the value of our
content investments as a corporate asset?

14.
12. How will we measure quantitative
business results?

15.
13. How will we achieve organizational
alignment in our use of content?

16.
THANKS, CARLOS!

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Want more tips from Carlos?
Check out this webinar on
global content marketing...
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