What is content? Books, articles, white papers, videos, anything that engages with an audience. Content is king, yes, but it is also a product.
Craft it as a product, package it as a product, measure it like a product.
One of the steps is to take a content inventory. Want to map content to a customer journey. A content inventory template might include the topic, it's purpose, format, and owner, and also look at how it is used through buying stages.
Again in this session, we're talking about target personas. Then, content analysis, is it accurate, is it up-to-date, is it findable. Content SWOT analysis: strengths, weaknesses, opportunities, threats.
Used an editorial roadmap to determine the decisions to make as content is developed.
Apparently, spreadsheets are really useful for content inventories and content planning and content requirements. The spreadsheets help because it helps visualize while moving fast.
Content can be political, just agreeing on what tools to use for its development. Having similar goals helped build unified teams.
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