Your organisation is an unstoppable content generation machine. Whether you are in technology, telecommunications, publishing, financial or professional services, think about how much content you produce: news, press releases, research reports, white papers, case studies, insights, sales presentations, proposals, copy for your brochures, websites, products, solutions, manuals and the list goes on. Usually, content appears to just happen; nobody plans it, nobody owns it and nobody is checking to see if anyone out there is reading.
Typical pains associated with arbitrary content generation are:
- Product managers focus on feature jargon only they can understand
- Strategy people tend to turn thoughts into dissertations
- The company website’s copy was more or less copied from the previous website
- No one knows if anyone reads the case studies on the website and if they add any value
- Is a white paper better off as a registration sweetener or reward?
- The PR agency is writing some stuff for the news section, but they don’t understand SEO
- A work experience person wrote the LinkedIn company description; he even misspelled the company’s name
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