WittyParrot Partner, Jim Burns of Avitage, posted a comprehensive article today entitled, The 6 Competencies for Enterprise Content Strategy.
This is not your 400-word minimum effort to score some SEO juice; this article is a manifesto for change written for executive leaders in sales and marketing.
Its purpose is to raise awareness of the need for executive ownership and action to fix what in most companies today, is a broken mission-critical process, (although in many companies, content is not yet perceived as mission critical).
Why read the article?
- Content is a strategic imperative.
- Companies require an enterprise content strategy that spans functions and tactics, and goes beyond marketing, websites and content projects.
- The traditional approach to customer-facing content, and content production process specifically, will not meet digital content use case requirements.
The article lays out a framework for enterprise content strategy and correctly identifies shortcomings in current tactical and siloed thinking.
Another really important point in the article is that you have more to manage than documents. Content management for documents is table-stakes and there are plenty of competent document repositories… but what about conversations?
Jim points out in the article “Your inventory of conversation points is a good indicator of the quality and depth of your understanding of your buyers”.
The importance of this lies in the distinction between traditional messaging outputs for product collateral and blog content creation and the content required to support sales conversations that buyers want to have with salespeople about their businesses and their issues.
Jim’s article points to a requirement for better ways to capture, organize and share unstructured text that will need to be constantly tweaked and updated in order to serve the needs of customer-facing sales and support people.
Enabling Technology is Required
What has been missing in enterprise infrastructure until now, is a platform to create and share structured and unstructured content.
No-one needs another platform migration, we need to aggregate existing enterprise content and link to desirable external content from a single point of access. Leave controlled documents in SharePoint and pull them on the fly when needed; keep your latest presentations updated in SlideShare, but provide links to view them; post videos on YouTube, but make the embed code and links available for instant viewing.
- Facilitating joined-up content development and reuse of customer-facing content, i.e. a platform to truly enable development and deployment of aligned sales and marketing content,
- Federating and reusing existing document-based content stuck in portals and files stores,
- Curating, sharing and reusing important external linked content, from any content source,
- Creating and sharing of unstructured personal content,
- Tracking and improving content effectiveness, via usage, rating, and relevance.
Content must be tagged so it aligns with buying stage, business purpose, target audience and personas, use cases, down to specific buyer questions, key proof points or customer stories (as examples).
This is essential to improve ease and efficiency of using, sharing and delivering the best content available for each communication objective.