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The Content MachinePrepared by Paul SizemoreDecember 10, 2009
A strong Web team is made up of staff covering the Interactive Skills Map:
Content Strong content staff skills is essential in the process.
Content The workflow goal is to generate the largest business benefit for the lowest cost.
}
Measuring Success
}Cost
Benefit
We have no hard metrics for either
Costs We can estimate the costs of generating content.
}Internal: Time Quotes
{External: RFP / Quotes
Benefit It’s essential in Q1 2010 we establish stronger metrics for benefit. Right now we only have traffic and referral measurement.
Cost Estimate
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
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
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
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
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