Digital Content Development
Executives and businesses are interested in enhancing their corporate and/or personal messaging through the implementation of an Internet Content Management Program (ICMP). This overview describes how an ICMP provides a long-term content management solution that meets the present and future communication objectives of businesses and thought leaders.
There is an extensive need in today’s market to create content that focuses on corporate or personal brands, sales messaging and/or intellectual capital. Businesses and thought leaders are evaluating social media and other internet tools such as blogs, social networking and enhanced electronic media (e-books, videos, etc.) and would like to publicize and share content with their markets. Blogs and other media can provide channels to establish a firm’s value proposition, enhance a personal reputation or even provide customer service.
Creating and publishing strong business content via a website, blog or other social media (including Linked In groups, Twitter, Facebook, etc.) will also allow businesses and thought leaders to quickly build a “Community of Interest” that extends their brand. A Community of Interest enables a scalable dialogue with a larger audience, allowing people who read the content to potentially contribute new ideas or further investigate products and services. In other words, content is the firm’s “lifeline” to its market.
Executives who want to create content often find themselves lacking the necessary time and skill sets to rapidly create and publish content for their blog, web site social media tool or other communications channels. Sitting down in front of a computer and typing for hours at time is simply not an option, given hectic schedules. Also, while dictation is fine for content capture, it lacks any insight or opportunity to more fully develop complex ideas and concepts that are necessary to communicate your intellectual capital.
An ICMP offers executives the opportunity to capture and discuss intellectual capital, thought leadership or other content that would be useful in meeting business or personal communication objectives. It offers the benefit of having a knowledgeable interviewer/facilitator assist you in discussing and developing content.
Finally, many content deliverables lend themselves to monetization, such as books, speaking engagements, training, consulting, executive coaching, etc. It’s important to consider potential monetization objectives while planning content because this determines what should be communicated to prospects and current customers.
Internet Content Management Program
An Internet Content Management Program is constructed through a five step process.
- Planning & Initial Discovery – A tailored Scope of Effort is developed to describe the communication objectives and the content capture strategy. Content capture planning frames the process for more detailed discovery. An initial discovery interview is done to sample the content and assess the work required to initiate and manage the ICMP.
- Detailed Interview – One or more detailed “deep dive” interviews are completed on the content topic(s).
- Transcribe & Create Content –The interviews are transcribed the material is assessed and electronically cataloged based on the communication objectives and content deliverables.
- Implementing/Updating Media – The specific media tools used to communicate the content will be implemented and/or updated with the content. Depending on the media and the technical requirements, additional assistance from a technical partner is incorporated into the program.
- Maintenance/Follow-Up – Depending on whether a client wants to operate the media application on their own, it will be necessary to make sure they are prepared to take over this effort.
The interview methodology used to complete an Internet Content Management Program (ICMP) Discovery sessions is critical to achieving successful results. The objective is to create an electronic “Content Repository” that acts as the foundation information needed to build content deliverables. The Repository can be thought of as “raw material” of necessary to “manufacture” content. The interview process will collect the necessary verbiage “inventory” to create various types of content, such as a blog posts, tweets, white papers, web pages, presentations, collateral, etc.
A typical interview engagement involves two to four interviews, the first of which is designed to sample the content and to educate the facilitator so that topics, outlines and structure can be developed to support the content communication objectives.
Each subsequent interview allows the client to cover increasingly in-depth discovery of their intellectual capital and the specific topics they want to develop. The interviews are recorded and then transcribed from the recordings. Optionally, the recording can be sent to a transcription service if the client wants a word-for-word transcript.
The raw transcripts can then be provided, along with draft content deliverables, as required by the scope of the engagement. Google Documents or Microsoft Sky Drive are often used as collaborative document/data storage facilities for the publishable content, raw interview data files and the resulting transcripts.