Companies today, have many means and channels for information & data dissemination towards their [possible or potential] clients, organized around their chosen content strategy. Usually the most companies, hire content strategy specialist, to formulate their content strategies around the main objectives of one’s company, but there are companies that either have a strategy nor cooperate with some specialist in the content sector in order to align the objectives of the company with the content they disseminate. And usually, this cause more problems in comparison to the ones it solves.
In the information-rich environment, we all inhabit in, content has a significant position and for many businesses, the content is THE business. It is mostly what can elevate a business, or accelerate its failure [if not done properly]. Especially so, in the web, where the content, plays many different diversified roles, in the approach of the potential clients. We usually take for granted, that everyone in a business can, and should, create and disseminate content in the web. But this is not true. Because the content that would spread out, without a proper strategy to back it up, the damage would do in the image and the brand of a company is serious.
McGrane, in this presentation (and in other presentation with the same subject) presents clearly all the relevant issues, related to the development of a content strategy, suggesting the proper routes for the development of value-added content, while at the same time she explain that:
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
In total, it is an excellent presentation for the content strategy, worth to be read and used as a base for the development and employment of better content.