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The Content Machine Prepared by Paul Sizemore December 10, 2009

Content Workflow

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Page 1: Content Workflow

The Content MachinePrepared by Paul SizemoreDecember 10, 2009

Page 2: Content Workflow

A strong Web team is made up of staff covering the Interactive Skills Map:

Page 3: Content Workflow

Content Strong content staff skills is essential in the process.

Page 4: Content Workflow

Content The workflow goal is to generate the largest business benefit for the lowest cost.

}

Page 5: Content Workflow

Measuring Success

}Cost

Benefit

We have no hard metrics for either

Page 6: Content Workflow

Costs We can estimate the costs of generating content.

}Internal: Time Quotes

{External: RFP / Quotes

Page 7: Content Workflow

Benefit It’s essential in Q1 2010 we establish stronger metrics for benefit. Right now we only have traffic and referral measurement.

Cost Estimate

Page 8: Content Workflow

Cost Reduction Reducing the cost of content and increasing the quality, relevance and throughput is essential.

•Reducing research time•Reducing production time•Reducing duplication

•Reflecting Executive and Sales leadership•Stronger connection with the market•Implementing faster workflows and processes

Page 9: Content Workflow

Business Knowledge & Ideas The bulk of the knowledge and market trends reside in the Executive team.

}Executive Team

}NOC

{Sales

}Content Writer / Editor

Knowledge Pyramid

{Trade Publications

A goal is to move employees up the knowledge pyramid as fast as we can

More

Less

Page 10: Content Workflow

Knowledge Transfer The content writer works with domain experts to collect and present ideas in writing.

}Executive Team

}NOC

}Sales

{Content Writer / Editor

}Trade Publications

Role Responsibilities•Capture Knowledge & Ideas•Revise & Edit Content

Content is captured Knowledge & Ideas

Page 11: Content Workflow

Speeding up the tasks Researching and interviewing is more than half the cost of creating content.

{Content Writer / Editor

Role Responsibilities•Capture Knowledge & Ideas•Revise & Edit Content

Page 12: Content Workflow

Better idea captureInnovative capture techniques will provide a wealth of ‘raw’ content.

}Executive Team

}NOC

}Sales

Internal Content Management System

}Trade Publications

Content is captured Knowledge & Ideas

Leave voice mail that is transcribedand posted to internal CMS Suggested tools: http://jott.com/

Common ITC tickets, success stories, testimonials - provide recognition for authorsTools: Drupal CMS & Recognition Programs

RSS Feeds, Alerts automatically input into CMSTools: Google Alerts & Email-to-Drupal Module

Ability to email-to-post to internal CMSTools: Jott has Call to Update Salesforce feature

Content Editor

Sifts through ‘raw’ content and starts it through a

workflow to final

distribution