Originally published on the Digital Strategy Conference blog; republished with permission from dStrategy Media.
The fourth dimension of digital maturity is your Content Strategy. It is one of Six Dimensions of Digital Maturity™ assessed in the dStrategy Digital Maturity Model™, a business planning tool to help organizations improve their digital processes against an established standard.
With thanks to the combined efforts of Rahel Anne Bailie, Noz Urbina, Halvorson, Kristina and Melissa Rach to provide our industry with working definitions:
Content strategy is “a comprehensive process that builds a framework to create, manage, deliver, share and archive or renew content in reliable ways”
Content strategy encompasses multiple processes
• The inventory and format(s) of the content it produces
• The location and storage of its content
• The organization’s content development and publishing process
• The performance measurement of the content it produces
• The content evaluation and archiving process
Content assets include more than we think
• Information about your organization, the people/employees, and contact information, mission.
• Product and service information
• Sales collateral
• Marketing and or advocacy collateral
• Advertising collateral
• Customer service information
• Employee education and training material
• Product support
• Policies and legal information
• User generated content such as reviews, testimonials, customer service tickets
• Your web, mobile app, blog, social or email content
How does your organization approach content strategy?
Now, think about your organization’s approach to content:
- Is there a comprehensive inventory of content?
- Which format(s) is that content available in?
- Where is content located and stored?
- What is your content development and content publishing process?
- Who is responsible for producing content?
- How is content evaluated?
- What is your content archiving process?
- Are you producing all the content you need?
- What is your policy towards the use of third party sources of content such as user generated content?
- Is there clarity internally about the difference between responsive versus adaptive content?
Definition: Responsive Content vs. Adaptive Content
Responsive content “responds to the environment based on screen size, platform and orientation. Content designed for desktop is automatically resized to the screen size of the device in use” – essentially changing in how the content is displayed, visually.
Adaptive content is “format-free, device-independent, scalable, and filterable content that is transformable for display in different environments and on different devices in an automated or dynamic fashion.”
Source: Rockley, Ann and Charles Cooper, Managing Enterprise Content: A Unified Content Strategy, Second Edition, Ann Rockley and Charles Cooper, New Riders, 2012)
With adaptive content, structure is applied to content so that it can be displayed accordingly to business rules that vary by use case.
Answering these questions is will help your organization determine if it is in the best position to implement your digital initiatives. What do you think? Have you got the right content strategy in place to ensure your organization’s digital success?
Next: Channel Strategy
Next, let’s take a look at the fifth dimension, your organization’s channel strategy.
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