How your content is created can have a great effect on its sustainability and your company’s influence online. A recent Brafton survey of marketers reveals “… more than 75 percent of marketers who believe their content yields high-quality leads update their content multiple times per week, while 55.6 percent do so more than once every day.”
Let’s view content as a company product. To keep your content supply sustainable you need a process, infrastructure, inventory and distribution. Is your content being built in a factory (no customization or audience segmentation), moving to a warehouse (slow updates, technology constraints), then to a platform (website, whitepaper, social channels)? Companies must empower content creators by using a seamless, efficient process.
Create a Value Base Content Flow
Where’s the glue? Content is inspired first by a company’s goals, mission and values. This is the glue that content creators use to make decisions on what to publish. It provides direction and consistency in messaging whether the content is being created on the fly or within a well planned campaign.
Where’s the grease? A well designed, useful product originates from understanding the customer and their environment. Insight on the customer is the grease for delivering content that solves problems, educates or entertains.
Establish an Infrastructure
Content infrastructure should include an inventory of information supplied by various company departments, customers, and industries. This shared supply chain can include industry news, press releases, customer stories, whitepapers and more. Stir it up, connect ideas, and create original content.
Package and distribute the content using technology that supports user generated content, mobile access, live chat and interactive video. Such platforms show your customers that you are present and willing to help them solve their problem at the point of interaction.
Optimize for One Industry and One Product
Companies may be targeting multiple industries and producing multiple products but each of these needs its own content space. Niche content gets found by people seeking a particular solution. Companies can push content out to enhance brand awareness but pull leads in with content that addresses a particular need.
Plan, Collaborate, Forecast, Replenish
A content calendar is the GPS of the content world. It answers questions of what to write, when, where and for whom. It is a critical part of the planning process. Content creation is a collaborative effort that should be shared throughout the company and amongst its customers. Forecasting is a matter of understanding company campaigns and news cycles. Will you be introducing something new or taking action on an issue of concern to customers? What campaigns need content support? Keeping channels open for new ideas, soliciting feedback from customers, and remaining curious are all ways to replenish and keep your content supply sustainable.