While checking the Twitter stream of a friend, Robert Collins, I was directed to a post by Matthew T. Grant titled “Content Is Still King (It’s Just Not What You Think It Is)” and found it an interesting contrast to my posting below, “Good Content Pays.” Where I saw my view as targeting somewhat “static” marketing websites and Matthew’s as looking at blogs and measuring success in the content’s ability to attract comments and instigate conversations, as I read more I realized the value of any content being able to inspire dialog. That got me thinking, why shouldn’t product descriptions accept the comments of the audience of prospects, clients and analysts who may be evaluating the information being offered? Who couldn’t see the value of suggestions and questions around the description of a service offering?
Recognizing that we are in an inbound world, are website owners building in a way to promote and then capture the results of this crowdsourcing opportunity? (Take 3:20 to watch this nice explanation by Jeff Howe on Crowdsourcing.) Judging by the vast majority of the company websites I have seen, I feel confident in saying no. The exception to that rule are those now being built on a blog platform and taking advantage of the conversation tools, widgets and plugins available. This is the environment where Matthew’s comment, ”content is not a product, it’s a process” hits home. In the world of content as process, where “…marketing content is less about what your organization says and more about what your people do,” any of the following could become viable—and valuable—content:
- Meeting minutes
- Product testing memos
- Staffing assignment announcements
- Phone calls
- Reaction to analyst commentary
- Bug reports
- Feature wish lists
- Company retreat schedule
“Back in the day” senior executives I was consulting to reeled back when I tried to show them how to use a word processor. “Are you trying to make into a secretary?” they would shout. Those of my past clients still alive and at work probably haven’t had a secretary in the last 15 years. Technology has for the past 20 years been showing us how to do more with what we already do. Today, that technology allows companies to build trust on nothing more than transparency, sharing the thoughts and activities of the company through its staff.
I strongly suggest you read what Matthew has to say and evaluate who is a content developer in your firm, and what can be done with the valuable content they are producing every day.
