Content innovation in 2010

What content innovations will you make this year? It only seems like a single question. The reality is that it is actually a three-part question.

All the ideas in the world are not going to bring you success. What is it that you need to deliver, and, how and who will you deliver them? I don’t know that I’ve been in a situation where a lack of ideas was the problem. After a short brainstorm, several good ideas can be generated, but that is usually where the process stops. The meeting is adjourned without addressing the ‘how’ and the ‘who’. How will you support and continue the innovation? Who will provide the necessary support? Once the ideas have been generated and prioritized, assign those individuals capable of delivering on the objectives their respective roles. Practically lay out a map of each person and the part they will play in delivering content innovation.

In addition to assigning roles, the process by which the content will be delivered also needs to be decided. It is essential to content innovation to establish a frequency and historical preservation. How often should the content be updated, replaced, modified, and archived? However, once content is archived, it lives on and therefore cannot be forgotten. What archived content is relevant to a current topic? How can that content be modified to support a solution to a current issue?

Content innovation does not have an end, only a beginning. If you commit to content innovation this New Year, be prepared to support it thoroughly, completely, and forever.