We work with both large and small organizations, but many of them are struggling with finding a “home” for content strategy and management.
Non-media organizations have not traditionally considered themselves to be publishers, and that’s part of the challenge here. Whoever started using content may feel some ownership of the project, but often, it doesn’t have an executive sponsor. When content comes from the ground up, it may be very effective, but we see a lot of skeptical c-level execs. They challenge content people to demonstrate ROI according to traditional measurements.
Here’s how we look at this challenge:
There are definitely some business metrics that some organizations can apply to content. But for many orgs, the challenge is akin to measuring the result of positive employee attitudes on the bottom line — it’s not simple. Neither is the answer to, Who’s responsible?
In most non-media organizations, you will find a natural home for content in marketing or product development/management. In many orgs, those are the same department, but in tech-oriented companies in particular, we see those being treated separately.
It’s natural to assume that the content technology plays a hand in determining the answer: Are we talking about printed content? That’s marketing! Or, all our content is digital — so that’s the IT folks! But then you can end up with non-product experts in charge of your content — less than ideal.
However, we’ll also argue that product experts aren’t always the best content experts, either. Depending on your industry, a product expert might be a lawyer, a physician, an engineer — none of whose core curricula included “communicating effectively with the public via print, digital and in-person methods.”
So here’s our bias at Creek Content.
- First, your organization must acknowledge that content isn’t a commodity. Good content, used effectively, is always a business asset. If you don’t believe that, don’t bother with the rest of the question.
- Once you believe that great content is your business asset, figuring out who should run the content program is easier. In our experience, the answer is usually “a business-minded communicator who works collaboratively with product, marketing and tech staff and vendors.” Your answer will vary depending on your organization and industry, but those are the broad skills that your content strategists and managers need.
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