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The Case for a Chief Content Officer
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The Case for a Chief Content Officer By Alan J. Porter
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Every company does five things, develop a product or service, tell people about it, sell it, collect money for it, and write about it. The first four activities are usually the responsibility of either a VP or CXO level executive, while the fifth is virtually ignored. This presentation will talk about how to identify, organize, manage and leverage a company’s biggest hidden asset — its content — at a strategic level.
Transcript of The Case for a Chief Content Officer
- 1. The Case for a Chief Content Officer By Alan J. Porter
- 2. WHAT DOES YOUR COMPANY DO?
- 3. CREATES SOMETHING A PRODUCT OR SERVICE R&D 1.
- 4. 2. Tells people about it - Marketing
- 5. 3. Gets people to buy it - Sales
- 6. 4. Collects the money for it - Finance
- 7. Creates Content - ??? 5.
- 8.
- 9. 1. Identify 2. Organize 3. Manage 4. Leverage 4 STEPS TO LEVERAGE YOUR CONTENT AS A STRATEGIC ASSET
- 10. STEP 1. IDENTIFY AUDIT, AUDIENCE, LANGUAGE
- 11. Content Audit - What content do you produce now, where do you keep it, how do you use it, is it necessary, and what does it cost to produce? STEP 1. IDENTIFY
- 12. Who is the audience, today, and in the future? STEP 1. IDENTIFY
- 13. What about the language you use - is it costing you money, stalling projects, or even making you legally liable? STEP 1. IDENTIFY
- 14. STEP 2. ORGANIZE SILOS, CONSITENCY, PAIN
- 15. Content development silos - gain through collaboration. 2. Organize
- 16. Consistency saves you money. 2. Organize Clarity Honesty - Finadabilty
- 17. Where are your pain points? 2. Organize
- 18. STEP 3. MANAGE STANDARDS, REUSE, ANSWERS, CUSTOMERS, TECHNOLOGY
- 19. Styles and Standards 3. Manage
- 20. Rewrite and reuse. 3. Manage
- 21. It's about answers not the documentation. 3. Manage
- 22. Your customers will add value to your content 3. Manage
- 23. Technology comes last. 3. Manage
- 24. STEP 4. LEVERAGE
- 25. STEP 4. LEVERAGE REVENUE, PR, COSTS, STRATEGY
- 26. Your content can be a revenue source. 4. Leverage
- 27. Good content wins customers 4. Leverage
- 28. Good content reduces costs. 4. Leverage
- 29. Develop a Content Strategy. 4. Leverage
- 30. Why you need a CCO.
- 31. WIKI: Grow Your Own For Fun And Profit. Published Oct, 14 th , 2010 Available on B&N.com; Amazon.com COMING IN 2011 The Content Pool How to leverage your companys biggest hidden asset. Alan J. Porter [email_address] / TheContentPool.com / @alanjporter & @4jsgroup