What exactly is the content process? (part I)

I’m going to do something that can be potentially very painful. I’m going to assume. I assume that you’ve worked through the strategy and objectives for content development. *wince* So now, we can talk specifically about the online content process–going from idea or concept to effective online communication. Having developed the strategy and objectives means that you’ve no doubt included key individuals related to the content you want to present, and are aware of those people who will be crucial in supporting the process long-term. This is the second step in the process. Before you even think of uploading anything to your website, you must assemble the team.

Content Providers and Producers

First, identify who will be content providers, and those that are qualified to be content producers. I distinguish between the two for this reason: I don’t think they are the same thing. Content providers are only responsible for providing content. Because of their expertise with their respective department/team/division/product, they can provide outlines, snippets, clips, snapshots, point the producer to want they want, wave their hands big in the air with passion about their ideas, but that is as far as they go. This person would be your typical business unit representative. They have a good idea about what they want to say, but not necessarily how it should be said. That is where the producer steps in.

The producer (typically found in a content strategist, user experience, web designer type person) applies the necessary content acumen to properly care for messaging, presentation, and SEO/SEM. They are the science and art of accomplishing your content objectives and strategy. They take the idea or concept and build it accordingly.

Both roles are necessary in larger organizations. Smaller businesses can easily combine the responsibilities of the provider and producer as long as the person thoroughly understands the role of the producer.

Now that the team has been identified and roles assigned, the next two blog posts will provide an overview of the actual content development process.