Jul 07, 2022
In General Discussions
With all the phone number list complex content issues marketers face, our path forward sometimes seems mysterious. Content strategy holds promise phone number list for demystifying things we can't always imagine; it helps us understand how these things will get us there. That's why this year's Intelligent Content Conference — the phone number list only conference that focuses on content strategy for marketers — has adopted the theme Bringing Meaning to Mystery. Of course, meaning is not an easy thing to bring. As presenter Wendy Stengel said in the phone number list title of her talk, “constructing meaning is bloody work.” To bring meaning that means something, you need to have a lot phone number list of conversations, maybe even fights. Whether you're defining the meaning of a word, a content plan, or a business, discussions become political. People get emotional. And it's good. Because if we don't care about making sense phone number list of our work and helping our colleagues and clients make sense of that work, we can end up jobless. As Robert Rose, our Chief Strategy Officer, noted in his keynote, we can't afford to be so busy creating content that we fail to seek. We must lift our spirits, look ahead, and clarify the phone number list meaning of what we are doing so that we can create a path forward. Technology by itself solves nothing Technology - that mysterious set of things that puts the phone number list "smart" into smart content - deserves credit for many of the seemingly magical things we do with content. This helps us deliver the right content to the right people at the phone number list right time. This helps us make our business processes more efficient. It helps us do a lot of powerful things with content: aggregate it, syndicate it, mix it, reuse it automatically, deliver it to channels. If not for the phone number list tech-driven internet, Andy Weir told us in his closing keynote, his self-published story The phone number list Martian (whose rise up Amazon's bestseller chart drew the attention from Random House, whose book sales attracted the phone number list attention of 20th Century Fox, whose film rights attracted the attention of actor Matt Damon and director Ridley Scott, whose film attracted attention Golden Globes and Oscars) wouldn't have captured anything beyond his circle of friends. All of the phone number list technology decisions we make as content professionals should be based on a solid strategy. “Technology is not an answer. It's just a conduit,” Kate Kenyon said in her presentation. “A great content management system requires talent. How much technology do you need? In a day-long content modeling workshop led by Cleve Gibbon and Kate, the role of technology didn't even come up. It's not that technology is unimportant. It's that, phone number list as they pointed out, "the content model comes first." The phone number list concept is simple. Unfortunately, as most marketers know, it's hard to gauge content performance in a logical way. Easy-to-find metrics (“likes”, shares, etc.) often tell us nothing of value. The phone number list only metrics worth looking at are those that help answer business value questions. “Start with the end in mind.” Says Andrea. “What answers are you looking for? Look for the numbers that can get you there.