Additional Updates: What is the difference between a Content Management Platform and “Box” or “Dropbox.” Typically, especially in the early development versions of box and dropbox, these applications were just repository’s for digital assets i.e. files and folders. Content Management tools, also include, workflow, versioning, publishing, sharing and scheduling and distribution ex. Content Deliver Networks.
Here’s some updates: ‘short hand’ notes:
Note: I am blogging about tools and technology, please don’t forget the “last mile/final delivery/distribution” of content to a customer is Human Interaction. Your presentation skills; the way a presenter is introduced and credentialed. The style and method of delivery varies, but human interaction is perhaps the most critical step toward making the content relative and significant to the customer.
Content Strategy: what are the use cases – how when where with the content be used?
What are the goals of the content, how do you want the audience to react/experience the content, who is the audience? What story will be told?
Content Management: Are you using it for “behind the house” i.e. briefing consultants,
speech writers, content managers?
Content Management: Are you using it for “front of house” i.e. to be presented and delivered to the customer?
Content Management Platforms: while there are numerous vendors: you may recognize these
IBM – Salesforce.com – Big Tin Can – Signet – Box – Oracle
Content Management Platforms: Common features: creating, publishing, scheduling, sharing, Open API’s (for Partners to join) Permission control (Admin, editor, Review, Publisher) and analytics
Analogy: Corporations provide “company owned” phones for their workers to use. Through the use of an Enterprise Mobility Management tool, the corporations push policies and content to the phones in order to secure the devices and mitigate risky user behaviors.
These policy include security policy, user identification policy’s, VPS and in some cases optimization software for IP and MLPS call capabilities. User can download mobile apps that have been pre-certified to work within the policies stated above. The mobility manage tool is a form of content management
I refreshed some random musings regarding Content Management
Definition: Content Management is repository of presentations, case studies, product details, technical specs, detailed drawings, sales bulletins, sales support documentation and job aids.
Definition: Content Management Platform: software that allows users to distribute, schedule, manage content that can be shared with an audience. Typically, the software is utilized via a Web based interface. Depending on the “channel” specific hardware is required to distribute the media. For example, a “media player” is required to display digital content on a digital monitor. Digital Signage is one example of a content management platform – Signet RMG Networks- inLighten
Definition: Content creation a resource to create, curate content for your attendees i.e. photos, videos, podcast, front styles, product images, template for word doc, emails, powerpoints
Event Based Interaction: Tagboard and LiveWall are two examples of Social Media aggregators that display the social media interaction of a unique #hashtag Word of Caution, what ever event based social media platform you utilize check to see if they have a way to monitor or approve on content before it is display or have a method to quickly delete inappropriate content.
Relevant content: is the content written in the “voice of the customer” specific to the goas, initiatives and the business clime of the customers industry (vertical marketing)
Relevant content: Industry/focus – deliver the content using keywords and industry trends within the customers area of expertise. Relevant Case studies, customer testimonials. demonstrate to the customer how your product or service solved a business problem. Utilize Case studies, customer testimonials, news events to demonstrate to the customer how your product or service solved a business problem
Relevant content: Long form: longer article (wordcount) with lots of information – vs – short form? You decide. An question to ask is: Your audience Strategic (recommend short form) or technical (long form may be appropriate.
Relevant content: A simply update to current and contemporary backgrounds/graphics/colors/font styles can serendipitously “refresh” aged content.
Content Utilization & Terms and Conditions: Here’s the legal scoop. Always understand content owner rights and the user rights for the distribution of content. Double check your company’s social media governance. Check the employee handbook for Social Media/Content Distribution Policies as it related to the Employees Code of Conduct. Always be aware of the effect of distributed any media that represent your companies brand and persona.
Understanding your own content terms. For example: When someone ask you to provide a corporate Strategy presentation, do they mean 1) a business unit strategy 2) a corporate strategy 3) a product strategy. In these scenarios, do you have access to the information and talk track to provide a method to periodically update the information. Have you built alliance with other team members within your company?
The “care and feeding of content” is an ongoing challenge. Determine the criteria that clearly identity’s when content is “outdated”
Define a workflow to underscore the process for creating and delivering new content. Align with the expectations that match the timelines for publishing and presented “new” or newly “refreshed” content.
