Content Management and Strategy: A Disruptive Change We Need
[New Research from Content Marketing Institute]
Sometimes a crisis is the only thing that pushes an organization to become more organized and strategic about the way it manages communications. Robert Rose proposes questions you should be asking about content - based on the CMI study released today.
- How will our ability to focus on the needs and wants of our audiences change in a post-COVID-19 world? Should we re-examine our audience personas to segment them against their attitudes in the new normal?
- What is in our editorial (or creation) queue? How should we alter our content creation plans based on the new road ahead?
- How can we change our content/editorial process to rebalance our operating models to more proactively deliver against audience needs?
- Can we create new, collaborative workflows in our technology to facilitate the need for an editorial board or other cross-functional teams to set priorities for content?
- As the shift to more remote work expands, will we see more collaborative content management and strategy features integrated into classic software suites?
- Will we see a new surge in new content stack technologies being acquired as the crisis exposes the weaknesses in our current infrastructure.
Coming out of this crisis, you will be asking, “What should we change into?” or “What future should we prepare for?” more than ever. But you have to resist that thinking. You have to ask, “How do we throw off legacy processes and create new organizational structures that enable us to change full stop for whatever disruptive change may be just around the corner?”