When content becomes a burden, 13 tips to teach you how to turn content into a business asset!

Perhaps many people have a feeling that the company has produced a lot of content, but in retrospect, most of those trivial contents are wasted and dispensable. Coupled with the lack of a planned production and management process, WeChat articles, blogs, videos and H5s with no visible effects, and the huge amount of manpower and material resources consumed every day, corporate brand content is sometimes more like a burden than a business asset.

Here are 13 experts at the Intelligent Content Conference who can tell you how to lighten your load. They answered the question: With marketers having to deal with increasingly complex and rich content, what skills do they need to turn all that content into a business asset?

1. Greg Yates, Chief Marketing Officer: Set realistic goals

Many brands rely on experience to produce a lot of content, but they are not necessarily valuable content. In fact, what matters in content production is quality rather than quantity. You need to measure your success with realistic goals.

2. Lisa Welchman, Director of Digital Management: Effectively manage content

Make sure you have an effective management system in place. Content teams need to understand that they are trying to achieve two goals, macro strategy and content strategy, and need to be specific about roles and responsibilities and clearly allow writers to stretch their creativity to the maximum.

3. Greg Verdino, Managing Partner: Do more by creating less

Most content never reaches its target audience. This is the multi-billion dollar question. A clear, simple content strategy helps marketers get their true “content asset library” right — great content strategies are less complicated and connect to business points.

4: Noz Urbina, Founder: Adjusting the content team’s organizational chart

Your audience doesn’t care about your organizational chart, though. However, many companies have suffered a lot because of unreasonable organizational charts. For example, team members "go their own way", resulting in a lack of collaboration and the inability to expand production and produce more interesting content.

Instead, if you can create a driving model based on different things, different people, and different times, by empowering cross-functional organizations and driving content creation with a clear leadership group, you can promote content to move forward with the team.

5. Buddy Scalera Content Strategist in Health and Medical Industry: Follow a Classic Editorial Workflow

Work with an experienced content manager. We spend a lot of time managing content assets, so I published an article on editorial workflow. If you create and manage content marketing assets, you may want to hire someone to familiarize yourself with the classic editorial workflow.

For example, try working in collaboration with others in an editorial office or publishing house. This person can help you identify and measure what high-quality content you need to produce.

6. Scott Rosenberg, Director of Digital Management and Operations: Use a Management Framework

Use a management framework that clearly articulates content strategy, roles and responsibilities of team members, policies, and operational procedures. There needs to be a core team that oversees this framework to help marketers focus on creating engaging gaming experiences rather than campaigns that deliver a poor ROI or diminish your brand marketing efforts.

7. Ann Rockley CEO: Manage content as rigorously as you manage data

Content should be managed in the same way as data. This means that compared to other content, you need to track what it is, what it is called, what it stores, and what its purpose is. Create a process that makes it easy for people to track and deliver content, and your organization will benefit from more and more valuable content, including recycled content.

8. Kat Robinson, Director, Strategic Planning: Create a Detailed Editorial Calendar

Create an editorial calendar and keep it updated. You can use tools like Excel to do the work for you. Identification:

• Content Owner
• Secondary distribution channel
• Location and goal of movement
• Role
• Main publication dates
• Content life cycle settings

There are many great templates available online that you can modify to suit your needs.

9. Karen McGrane, Writer, Partner: Cleaning Up the Trash

Look around your home. How much stuff do you have that would qualify as an asset? You might own a car , some jewelry, maybe some valuable collectibles. But most of them...are either temporarily useful or just unnecessary junk.

Content is an asset of a business, and we also need to take out the trash. Eliminate unnecessary content and keep the valuable ones that will spark sparks with your audience.

10. Vishal Khanna, Director of Digital Marketing: Create a Template

Establish a reasonable, controllable and flexible classification for the content you publish. If possible, organize your business units into roles. Within each category, look for similar content. Based on these similarities, templates were created for each category to ensure consistency.

11. Cleve Gibbon, Chief Marketing Technology Officer: Manage your content as a product

Learn from other companies, such as radio stations, newspaper publishers, and other companies that use content as a product, understand how these companies manage their content as a product, and then put it into practice.

12. Rahel Anne Bailie, Chief Knowledge Officer: Make friends with technology

If technology isn’t your thing, let others help crack the technical side of the code. Otherwise, you’ll be drowned out, and even if you’re the best writer, you’ll have to learn to optimize your content for keywords.

13. Scott Abel, President: Track what’s on your balance sheet

If we are going to manage content as a business asset, then we need to take control of it – creating, managing and delivering it, keeping track of it at all times. Its production costs should also be recorded and controlled. Only then will we have a chance to prove ROI in a more effective way.

Summarize

What these experienced people above tell us is that the heavy burden of content marketing is difficult to change, and if you keep thinking about it - produce, produce, produce - you will only increase your burden.

While you are working hard, don't forget to look up at the sky. Lift your head, put your strengths together with the rest of the team, figure out where you are going and why you are going there, and then you can better explore the world of content.

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