The Case for a Chief Content Officer

The Case for a Chief Content Officer By Alan J. Porter

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Every company does five things, develop a product or service, tell people about it, sell it, collect money for it, and write about it. The first four activities are usually the responsibility of either a VP or CXO level executive, while the fifth is virtually ignored. This presentation will talk about how to identify, organize, manage and leverage a company’s biggest hidden asset — its content — at a strategic level.

Transcript of The Case for a Chief Content Officer

1. The Case for a Chief Content Officer By Alan J. Porter
2. WHAT DOES YOUR COMPANY DO?
3. CREATES SOMETHING A PRODUCT OR SERVICE R&D 1.
4. 2. Tells people about it - Marketing
5. 3. Gets people to buy it - Sales
6. 4. Collects the money for it - Finance
7. Creates Content - ??? 5.
8.
9. 1. Identify 2. Organize 3. Manage 4. Leverage 4 STEPS TO LEVERAGE YOUR CONTENT AS A STRATEGIC ASSET
10. STEP 1. IDENTIFY AUDIT, AUDIENCE, LANGUAGE
11. Content Audit - What content do you produce now, where do you keep it, how do you use it, is it necessary, and what does it cost to produce? STEP 1. IDENTIFY
12. Who is the audience, today, and in the future? STEP 1. IDENTIFY
13. What about the language you use - is it costing you money, stalling projects, or even making you legally liable? STEP 1. IDENTIFY
14. STEP 2. ORGANIZE SILOS, CONSITENCY, PAIN
15. Content development silos - gain through collaboration. 2. Organize
16. Consistency saves you money. 2. Organize Clarity Honesty - Finadabilty
17. Where are your pain points? 2. Organize
18. STEP 3. MANAGE STANDARDS, REUSE, ANSWERS, CUSTOMERS, TECHNOLOGY
19. Styles and Standards 3. Manage
20. Rewrite and reuse. 3. Manage
21. It's about answers not the documentation. 3. Manage
22. Your customers will add value to your content 3. Manage
23. Technology comes last. 3. Manage
24. STEP 4. LEVERAGE
25. STEP 4. LEVERAGE REVENUE, PR, COSTS, STRATEGY
26. Your content can be a revenue source. 4. Leverage
27. Good content wins customers 4. Leverage
28. Good content reduces costs. 4. Leverage
29. Develop a Content Strategy. 4. Leverage
30. Why you need a CCO.
31. WIKI: Grow Your Own For Fun And Profit. Published Oct, 14 th , 2010 Available on B&N.com; Amazon.com COMING IN 2011 The Content Pool How to leverage your companys biggest hidden asset. Alan J. Porter [email_address] / TheContentPool.com / @alanjporter & @4jsgroup