Alan Porter claims that we're the heroes.
Captain Content is the hero that we all want to be, understands the value of content, understand the customer point of view, and they are there to help those who need it. The holistic view of what content can and should be.
Up against the Slick Copy Man. Enamored with the latest technology, wants the thing of the day. Get people who think about that thing in isolation and make content for just it. You wonder why they thought that was a good idea. Ask them where it fits within the strategy.
The least glamorous hero in the content world is the Content Auditor. Needs a systematic, pragmatic person.
They come across the Invisible Owner. The sort of person who creates content once and forgets about it. Content that's not tracked, not reviewed, no one knows where it is. Easy to find content, hard to find who owns it.
The Channel Master is the Dr. Strange of the content world. The empathetic magician of knowledge, understanding that content flows across the organization.
They come against the Content Slinger, who writes content and just throws it out into the world. Was asked to do this one thing and I did it. No idea if it fits into the company voice.
Hero with the biggest challenge is the Agent of C.H.A.N.G.E. Change is hard. Technology is easy, but if you don't think about people first, how the technology will affect people, then the change will fail.
Nemesis is Corporate Inertia. Feet firmly planted, "we've always done it this way." The hardest thing to move.
Even though we know what needs to get done, often we're at a standoff because of our nemeses. We'd like to get to everyone working together. How to do this in practice?
New operating model for content: content services organization. Global org that understands content as a corporate asset. A central group that orchestrates content practices across the org.
Three disciplines on this team: content strategy, content engineering, content operations. Collaborate with info architecture, data science, and more.
No comments:
Post a Comment