What exactly is the content process? (part II)

In my last post, I covered the foundational aspects of the content process. Now that those are in place, I will introduce my two part content process. Both parts are necessary, so no ‘skipping or skimping’.

The first part of the process focuses on content development. It is the journey from generating ‘great ideas’ to providing relevant, useful and compelling customer-centric goodness.

Development

With great content comes great responsibility. In the development process, we create and/or aggregate content (video, audio, images, graphics, pictures, text, etc) that accomplishes our mission (branding, marketing, action) and provides relevant and compelling content that people want. A quick word about ‘great content’. Jim Collin’s nailed it when he said that ‘Good is the enemy of great.’ No longer will ‘good’ content suffice. Either it is great, or it isn’t. And if it isn’t, you should discard it immediately.

The Content Development process consists of:

Content Ideation – generate ideas for content topics or themes
Content Creation – develop the content idea and prepare it to be published

Deployment

The infrastructure and process by which we present content to our target in the channels most desired by our target.

The Content Deployment process consists of:

Content Publishing – publishing content to desired channel
Content Measurement – measuring customer interaction with content
Content Archival – properly caring for ‘expired’ content

My final post on this topic will feature each aspect of content development and deployment in more detail.