Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
Is Your Brand Creating Valuable Content?
1. Proprietary and confidential. Do not distribute.
PROPHET DIGITAL PRACTICE
2016
Is Your Brand
Creating Valuable
Content?
FIVE QUESTIONS COMPANIES SHOULD ASK TO
JUMPSTART A STRATEGY TOWARDS VALUABLE CONTENT
10. 5. Where does—and should—content live in
the organization?
Many people quickly bring up technology or platforms in an execution conversation, but process and people
should also shape those decisions. Content is usually created in disparate departments–from marketing and sales
to web and product divisions to customer service and human resources. This can result in fragmentation,
inconsistent voice, and efficiencies. Altimeter, a Prophet company, has identified the following enterprise models
for governing the orchestration of content within organizations to ensure that content is created in harmony:
Editorial Board / Content Council
Content creators and/or marketing executives who meet frequently to align content
Content Lead
Leads content initiatives editorially and/or strategically without departmental authority
Executive Steering Committee
Cross-functional strategic group
Cross-Functional Content Chief
Senior executive with cross department authority
Content center of excellence
Consortium of experts who provide leadership and best practices
Content Department / Division
In-house or agency group that creates a high volume of content
Creating Valuable Content 9Prophet Brand Strategy
Source: Altimeter, a Prophet Company
13. Educate
/Inspire
• Executive
Workshops
• Speeches/
Webinars
• Trend Watch
Assess
• Audit &
Readiness
• Targeted
Assessment
• Opportunity
Analysis
• Customer
Need Profiles
• Making the
Case
Plan
• Strategy and
Mission
Setting
• Identification
of Moves
and Methods
• Content
Topics
• Roadmap
• Channel
Charters
• Resource
Planning
Support
• Playbooks
• Governance
• Engagement
& Learning
• Metrics
• Technology
Selection
Execute
• Envision and
Prototype
• Pilot and
Rollout
• Agency
Briefs
PROPHET
AND
ALTIMETER
TOOL KIT
Prophet’s content strategy toolkit is designed
around client needs:
14. Chan Suh
Senior Partner,
Chief Digital Officer
csuh@prophet.com
@chansuh
For more information about content strategy at Prophet, please contact:
www.prophet.com
Mat Zucker
Partner,
Digital
mzucker@prophet.com
@matzucker