Published on
December 18, 2020
Author
Giuliana Dusi
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How to overcome the difficulties given by the "Crisis of contents"

Published on
2020-12-18 16:19:01
Author
Giuliana Dusi

With control and efficiency

Publishing content faster or cheaper is a priority for over 95% of publishers. But when you have different digital channels such as the institutional website, social pages, "minor" sites dedicated to different lines of communication, the feeling is that you can’t create high-quality content and do it quickly.
 

This is called "the content crisis".

You cannot solve this problem by working more, but you can rely on platforms that can give the full control over the content and, at the same time, speed up its publication.

 

How to review contents creation process?

First, creating content without the definition of use.

In most editorial offices, the content is written and managed according to the publication channel. This brings disadvantages such as the time consumption used to manage parallel workflows, such as the reduced possibility of re-using contents, such as the risk of inconsistencies between contents.

With a constantly growing number of digital channels and the expectation of increasing content, a process is needed that facilitates control. A first step could be to create content on models independent of the publication channel. This also encourages the development of omnichannel strategies.

There may be some resistance from the editorial staff who are used to working in silos (paper and web editing, to give an example) focusing on the output channel. But it’s a useful change to address the future of content, especially digital content.

 

The next step is to recognize that content creation and management are part of a process, which must be properly outlined.​​​​​​​

This allows you to define the stages of the life cycle of the content and the features associated with each stage.

At the beginning, the whole process of creating content is seen as complicated and difficult to structure. But it can be made tangible by trying to define an editorial plan, authors and collaborators involved in the creation, how we would like to be managed and cared for the contents, then choose where they should be published to measure their effectiveness.​​​​​​​

 

Integrating the process in the company

A content delivery process must be linked to the channels in which the content is published. But it also needs to connect to back-office systems from which to draw valuable information such as the target audience to which to target the content.

The company’s back-office systems, or the different sources useful for creating content (such as the supplier and/or customer database), contain a lot of information useful for creating content. This is very important for industry publishing because publishers have a wealth of information to tap into provided by their own community.

 

Use modular content

The content needs to be more structured than in the past so that even its smallest element can be reused. Especially when moving towards highly personalized communication, each element takes on a particular value. This means that a publisher today must think of its content is something that can be structured and managed at an even more granular level. It might indeed be useful to create different elements within the content with their variants to provide each reader with a highly personalized reading.​​​​​​​

Managing these blocks of content in a structured manner allows any revision process and possibly translation to be simplified.

 

Defining ownership and governance of contents

Once you have managed to view the publishing channels as end users and not as creators and content managers it is time to determine who owns what.​​​​​​​

When you have different systems that host their content it is very easy to lose track of who owns the rights and governance of each version of the content, of who in short can give approval for the final publication. And that’s where technology comes in handy.

The latest digital storage systems make it possible to obtain a centralized repository capable of containing all versions of the content produced. In order to answer also the doubts related to the possession of such contents, the definition of the users comes in aid that substantially replicates roles and permissions of every involved person. With centrally stored content, you can approve, localize, and customize your customer experience much more easily than in the past and thus be able to respond to the "content crisis".

This content is also present on the website of ANES.
Source --> CreativeFolks 

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