The United Nations of Content: From Warring Kingdoms to Enterprise-wide Collaboration, by Cruce Saunders
“The fight for the soul of content is very real.” We fight for budget and resources and time. Content gets created by a small group focused on that one need or output. Each bit of output, created by a separate team, creates factionalism.
We need to find common ground. How do we do that?
- Integrated, intelligent customer experience. We need to stop thinking about our single departments’ experiences. Customers need content to go across the lifestyle and be relevant.
- Scaling content across platforms, channels, and languages. A shared set of core content that can be reused helps all teams to think about common needs.
- Empowering creators and customers. Remember that we want our customers to succeed, and so we need to make their lives easier.
How do we create common ground?
- Semantic standards – shared tags.
- Structural standards – a single content model.
- Supply chain thinking – optimize across a company, not department.
- Content as a service
Leadership is a big piece of this. Leaders will help to unify departments with a common set of patterns. This creates an organization-wide content function.
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