Most organizations hit an inflection point where content stops being a production problem and starts being a leadership problem. Here’s what a fractional content leader does—and whether you need one.
Most organizations budget content as an expense. It’s not. It’s not. Content is a platform—and that misclassification is costing you more than a bad quarter.
Brand voice consistency doesn’t fail because of bad writing. It fails because most organizations treat voice as documentation instead infrastructure.
Is generative AI the answer to your. content need? I’d answer no (even though it does have a place in your workflow).
A brief history of content strategy as I have lived it, part one.
As the entire planet struggles to come to terms with its new reality in the phase of the novel COVID-19 pandemic, I’ve begun to reflect a bit on the ramifications for what it is that we do. It would be very easy right now to pat ourselves on the backs and say something like “your content is now more important, blah, blah, blah”. But that’s not what I’ve been thinking about.
At least that what the headline of this report from Gartner implies. Ignore the headline folks, only a few companies are even equipped to deal with the level of personalization that they are talking about, and that requires deep data and lots of smart systems running on the back-end. Only a couple of companies come to mind that even currently attempt to personalize content at this level (I’m looking at you Amazon).
I spent a fair amount of time on SharePoint Modern projects in the last year of so, and you know what, I often found myself asking this same question. In the quest for easy implementation and out-of-the-box functionality, a lot is often left by the wayside. Look, I get it. Companies have to deal with limited budgets, and intranets or digital workspaces are generally low on their list of priorities, even though they tend to recognized their importance as a productivity tool.
It’s official. After weeks of wrangling legal and state issues, were currently officially a company. I look forward to working with many great agencies and companies, bringing my years of content strategy expertise to beat to help solve them solve their content problems.
