Help for Brands Struggling to Organize for Content Marketing. Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise. Research Report: Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise Author: Rebecca Lieb, with Chris Silva and Christine Tran Publication Date: April 25, 2013 Webinar: “Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise,” with Rebecca Lieb, May 29, 2013 Brands have evolved into media companies.
As content marketing steadily encroaches on the budgets and resources allocated to paid advertising (a trend that has accelerated for years), brands suddenly find themselves in the media business in a very real way. Brands find themselves ill-equipped and scrambling to create content that meets both company and user needs. Based on interviews 78 corporate practitioners, content service providers, and domain experts, this report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program. The Discipline of Content Strategy. We, the people who make websites, have been talking for fifteen years about user experience, information architecture, content management systems, coding, metadata, visual design, user research, and all the other disciplines that facilitate our users’ abilities to find and consume content.
Article Continues Below Weirdly, though, we haven’t been talking about the meat of the matter. We haven’t been talking about the content itself. Yeah, yeah. We know how to write for online readers. But who among us is asking the scary, important questions about content, such as “What’s the point?” As a community, we’re rather quiet on the matter of content. Do you think it’s a coincidence, then, that web content is, for the most part, crap? Dealing with content is messy. And yet, the web is content.
And that’s where content strategy comes in. Content Strategy: The Philosophy of Data. Not that familiar with “content strategy?”
That’s ok. It’s in my job title, and I struggle every time I’m asked what I do for a living. Many people have no idea what it means, but even more people bring their own (wrong) assumptions to the conversation. Usually they think it has something to do with writing copy. That’s not entirely false, but it’s kind of misleading. The analogy I’ve been using recently is that content strategy is to copywriting as information architecture is to design.
The irony of this communication challenge is that the main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. So, why has it been so hard for us to communicate what we do? Perhaps the problem is that, because content is so pervasive, everyone thinks they know all there is to know about it. Everything is content Everything is content? The question “What constitutes sameness?” 3 Building Blocks to a Working Content Marketing Strategy.