Apr 5, 2017 1
If we can address the content challenges that exist within brands, what opportunities can organisations capitalise on now to deliver personalised experiences? We asked that question to a mix of agencies, brands and partners that attended a WPP European Summit back in June 2015. Here’s what our summit delegates prioritised as the three key areas for serious consideration by the business. In this post, we’ve pulled them together into a draft content engine blueprint:
- Show tangible business value and success. Understanding what content exists within the enterprise. Continually show its value, impact, and return back into the business. What if they was a workable content performance framework that continuously linked and tracked the investment case for content as a practical and pragmatic set of KPIs and objectives that quantified success? Imagine that.
- Manage content as a product. Move beyond episodic campaigns and projects. Focus on assembling brand communications, using blocks of reusable content that’s accessible across the enterprise. What if content architecture applied end-to-end product management principles to the design of strategic content, from ideation to expiration, based upon transparent and agreed investment cases? Imagine that.
- Content lifecycle management. There needs to be clear separation between content products and the services people use to operate them. What if the content operating model surfaced the processes and overarching governance framework for getting content into and out of the enterprise to drive real-time personalised experiences? Imagine that.
Forrester predicts that the volume of unstructured enterprise content is growing at a rate of 200% annually. Content is communication. How well it is designed, managed and measured directly impacts on our ability to engage effectively with customers. The content engine looks to address our content challenges and turn them into opportunities by consciously stepping up to manage content as an enterprise-level strategic asset that drives competitive advantage.