{"id":12317,"date":"2020-07-15T10:31:08","date_gmt":"2020-07-15T10:31:08","guid":{"rendered":"https:\/\/businessbooster.ro\/?p=12317"},"modified":"2020-10-08T17:14:56","modified_gmt":"2020-10-08T17:14:56","slug":"failing-to-understand-content","status":"publish","type":"post","link":"https:\/\/businessbooster.ro\/failing-to-understand-content\/","title":{"rendered":"7 Reasons Why Companies Fail to Understand Content"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12317\" class=\"elementor elementor-12317\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-63326529 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"63326529\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-43b221e2\" data-id=\"43b221e2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-29263b0e elementor-widget elementor-widget-text-editor\" data-id=\"29263b0e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<!-- wp:paragraph -->\n<p>Failing to understand content is one of the top challenges companies of all sizes face today. I have seen cases where managers referred to the <em>&#8220;content fiasco&#8221; <\/em>and the reasons behind this claim were many, spicy, funny and painful altogether. Personally, I do love everything that has to do with content. Spending many years as a digitalist on both on agency and client-side, gave me a lot of opportunities to dig deeper and deeper in this so-called <em>&#8220;content fiasco&#8221;.\u00a0 <\/em>I wrote it with an insider&#8217;s perspective.\u00a0<\/p>\n<p>Generally speaking, when a company is failing to understand content this happens for many reasons. Some are extremely personal\u2014lack of interest or no passion whatsoever for the job itself, other job priorities. Other reasons have to do with the company&#8217;s culture and the lack of digital knowledge within the organization.\u00a0<\/p>\n<p>What organizations may or not know is that great user experiences are created through branding, content, functionality and usability. They all go hand in hand. Achieving this can be quite a challenge for companies regardless of their size or industry.\u00a0<\/p>\n<h2>No.1 \u2014 Content is a business asset\u00a0\u00a0<\/h2>\n<blockquote>\n<p class=\"p1\"><em><span class=\"s1\"><strong>\u201cBecause there isn\u2019t a $1, $5, or $10 denomination stamped on the front of Web content, it\u2019s often difficult to know exactly how valuable content is to your company.\u201d<\/strong><\/span><\/em><span class=\"s1\">\u2014 Bryan Eisenberg, <\/span>Keynote speaker, Partner &#8211; Buyer Legends<\/p>\n<\/blockquote>\n<p class=\"p1\"><span class=\"s1\">\u00a0<\/span>Let\u2019s make one thing clear about the content. It\u2019s a business asset and consequently, it must be treated and managed accordingly. Essentially, content brings your brand to life! It has an essential role in creating and maintaining a powerful and relevant brand. By the way, that goes for both online and offline. Not only content tells, your story, but it manages expectations. It answers questions of both your customers and employees ask. Good content inspires, entertains and drives decision-making. Of all these four major areas ensuring great user experiences, content is the one that gets ignored or undervalued most often.<\/p>\n<h2>No. 2 &#8211; The New Role as a Publisher\u00a0<\/h2>\n<blockquote>\n<p>\u201c<em><strong>Brands need to take the phrase \u2018acting like a publisher\u2019 literally.<\/strong><\/em>\u201d <span class=\"s1\">\u2014<\/span>\u00a0Dietrich Mateschitz, CEO of RedBull<\/p>\n<\/blockquote>\n<p class=\"p1\"><span class=\"s1\">Many companies got used to delivering content for online channels, yet they do not truly integrate into their DNA something extremely important &#8230; and that is the new role as a publisher. Once our content is out there, on the Internet, like it or not, we are not just a cosmetics distributor, a telecom operator, a food delivery company, but a publisher too. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If you are among those readers who wonder what a publisher role means, let us give a few hints. First of all, you<\/span><span class=\"s2\"> are responsible for the content we put out there. Secondly,\u00a0<\/span><span class=\"s2\">you must continually find and collect new content from internal and external sources; if you do not have internal resources, you decide whether you need to find an external partner or make a new hire.\u00a0 Thirdly, but neither least important nor the last thing you need to do, you<\/span><span class=\"s2\">\u00a0must analyze, edit, approve, publish, update and archive the website content.<\/span><\/p>\n<h2>No. 3 \u2014 Content is a joint responsibility<\/h2>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Failing to understand content is also linked to the big dilemma about who is responsible for content. We often see clients failing to realize that everybody in the organization is responsible for the content, not just the digital or the marketing team.<\/p>\n<p>It\u2019s just a matter of realizing that not everything related to content and that must be done is listed on the job description \u2026 and, of course, is also about taking responsibility. But, truth is that just the thought of making such changes can turn into a nightmare for most managers. At the end of the day, there are so many more important things to do that indeed are on their job descriptions. Not to mention the things that are listed in their annual review and their bonus depends on. And, who can blame them? The good news is that there are ways to solve all these issues in a way that helps everyone.<\/p>\n<h2>No.4 \u2014 Content is hard work, not an afterthought<\/h2>\n<blockquote>\n<p class=\"p1\"><em><span class=\"s1\"><b>\u201cLate content is consistently one of the reasons for project delays. The task itself and resources needed to complete the task are seriously underestimated.\u201d <\/b><\/span><\/em><span class=\"s1\">\u2014 Kelly Goto, CEO &amp; Founder &#8211; gotoresearch<\/span><\/p>\n<\/blockquote>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Frequently, organizations treat as an afterthought. This is where most clients fail big time. There are several things company stakeholders fail to understand:<\/p>\n<ul>\n<li><strong><strong>what content is <\/strong><\/strong>\u2014 meaning <span class=\"s1\">everything that contains information and helps us establish a conversation with our stakeholders (customers, prospects, employees, press, investors, partners, suppliers etc.)<\/span><\/li>\n<li><strong>the roles of the content<\/strong> \u2014 it tells your story (the company, the employee, the shareholder, the brand);\u00a0\u00a0<span class=\"s2\">it drives decision-making; i<\/span><span class=\"s2\">t manages expectations, i<\/span><span class=\"s2\">t brings our brand to life; i<\/span><span class=\"s2\">t builds or breaks trust<\/span><\/li>\n<li><strong>content diversity<\/strong> \u2014 it comes in different shapes and sizes (<span class=\"s2\">text, images, movies, sounds) and each one has specific challenges when it comes to production, use and management<\/span><\/li>\n<li class=\"li1\"><strong>how the content and the brand work together <\/strong>\u2014<strong> not everybody gets that <\/strong><span class=\"s2\">content has an essential role in creating and maintaining a truly strong and relevant brand<\/span><\/li>\n<li class=\"li2\"><span class=\"s2\"><strong>great user experiences are built on<\/strong> <b>content<\/b>, functionality, branding and usability<\/span><\/li>\n<li><strong>how content lives in the digital environment<\/strong><\/li>\n<li><span class=\"s2\"><strong>forgotten content<\/strong> \u2014 frequently, digital projects fail to meet expectation or deadlines and even get delayed for months because content is considered the last stage in the digital project development\u00a0<\/span><\/li>\n<li><strong>the effort required to produce good content quality \u2014 <\/strong>time, people, skills, budget and other resources<\/li>\n<\/ul>\n<p>In other words, stakeholders undervalue content complexity and importance or underestimate the resources needed to create and manage it properly. The more the business grows, the more complicated content management gets.<\/p>\n<h2>No.5 \u2014 It&#8217;s a long-term commitment<\/h2>\n<p><span class=\"s2\">Online content is not something you check off a list and are done with. It doesn\u2019t take care of itself!\u00a0<\/span><span class=\"s2\">Once published, it has a life of its own, and our customers control it\u2014they like, they share, they criticize etc.\u00a0<\/span><span class=\"s2\">It requires ongoing care, development and update. <\/span><span class=\"s2\">Everybody in the organization is responsible for the content.<\/span><\/p>\n<p><span class=\"s2\">Content development is not a piece of cake! It takes time to get it right. You need to learn a lot of new skills and acquire the knowledge you did not need before. It needs to be re-written for online channels &#8230; here people have different reading patterns, don\u2019t have enough time or attention and your competition is just one click away. Not to mention the specific requirements and constraints that come with so many new technologies, devices and screens.\u00a0<\/span><\/p>\n<h2>No.6. \u2014\u00a0 Content needs a clear workflow\u00a0<\/h2>\n<p><span class=\"s2\">Content doesn&#8217;t just happen! As we have already mentioned, in any organization, content is a part-time responsibility for dozens of employees whether they realize or not. And let&#8217;s clarify this a little bit! Good quality content <\/span><span class=\"s2\">does not mean copy-pasting from a 7-year old website, marketing brochure, supplier product sheet or other technical documents for internal use. <\/span><span class=\"s2\">Let&#8217;s say, you have the right content! What&#8217;s next? You need to <\/span><span class=\"s2\">optimize for search engines. Then the material must be approved internally, and in many cases, you have several stakeholders that get involved. Assuming you finally have the approval, you publish it online. It stays there for a while and then a colleague realizes something is wrong with one piece of information\u2014 or worst a customer complains about it. So, you are back to square one. <\/span><span class=\"s2\">Do all these things sound boring? Real? Annoying? Time-consuming? Complicated? You are right! It&#8217;s all this and so much more! <\/span><\/p>\n<p>The good news is that when you put in place a Content Management Workflow fit for your organization, things not only get easier. You also win time, save money and everyone&#8217;s life in the company gets easier. Why? Well, a healthy Content Management Workflow answers to all <em>&#8220;who, why, how and when questions&#8221;<\/em> referring to content gathering, editing and writing, approvals, publishing and updating.\u00a0<\/p>\n<h2>No.6. \u2014 Content Strategy is mandatory<\/h2>\n<blockquote>\n<p><em><strong><span class=\"s1\">\u201cWithout strategy, content is just stuff, and the world has enough stuff<\/span>.\u201d<\/strong><\/em> <span class=\"s1\">\u2014<\/span> Arjun Bassu, Writer<\/p>\n<\/blockquote>\n<p>It&#8217;s clear that <a href=\"https:\/\/businessbooster.ro\/neglecting-content\/\">neglecting content is not an option<\/a>. Also, for those who actually do the content work is obvious that dealing with content is not as easy as some key stakeholders in a board room may think. Yet, there&#8217;s one question remaining unanswered. What is the content solution? Well, from a practical perspective, any company doing business online and regardless of its size should have a content strategy.\u00a0<\/p>\n<p>Straight to the point, c<span class=\"s2\">ontent strategy plans for the creation, delivery, and governance of useful, usable content. Content strategy is responsible for deliverables such as <\/span><span class=\"s2\">content inventory, <\/span><span class=\"s2\">content page templates, <\/span><span class=\"s2\">key messages, o<\/span><span class=\"s2\">nline editorial policy, <\/span><span class=\"s2\">editorial calendar, <\/span><span class=\"s2\">content\u00a0<\/span><span class=\"s2\">migration plan, <\/span><span class=\"s2\">SEO &amp; metadata recommendations, <\/span><span class=\"s2\">KPIs, monitoring etc.<\/span><\/p>\n<h2>No.7 \u2014 Failing to understand the content is expensive<\/h2>\n<blockquote>\n<p><strong><span class=\"s1\">\u201c<\/span><em>Content builds relationships.\u00a0Relationships are built on trust.\u00a0Trust drives revenue.<\/em>\u201d<\/strong> <span class=\"s1\">\u2014<\/span> Andrew Davis, Keynote Speaker &amp; Best-selling Author<\/p>\n<\/blockquote>\n<p>Botton line, from an organizational point of view, failing to understand content translates in wasted money, bad brand reputation, damaged business partnerships, team frustration and lost sales.\u00a0<\/p>\n<p>Especially during tough times, businesses often feel like looking for the needle in a haystack. Maybe, just maybe that magical idea or solution shows up. Yet, it does not have to be so hard, so complicated! Remember that the buyer&#8217;s journey is nothing more than a series of questions that must be answered. The buyer<span class=\"s1\">\u2014<\/span>a business leader or just a happy dad looking for a cradle for its daughter, is always looking for credible information wherever he can find it. Why wouldn&#8217;t you be the one who provides it?<\/p>\n<p><span style=\"color: #999999;\"><em>Photo credit: <a style=\"color: #999999;\" href=\"https:\/\/pixabay.com\/users\/pixel2013-2364555\/\" target=\"_blank\" rel=\"noopener\">pixel2013 @ Pixabay<\/a>\u00a0<\/em><\/span><\/p>\n<!-- \/wp:paragraph -->\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>When businesses experience &#8220;content fiasco&#8221; projects there are many reasons why. Find out what are the top 7!<\/p>\n","protected":false},"author":2,"featured_media":13028,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[33,234,49],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Failing to Understand Content - 3 Reasons Why It Happens<\/title>\n<meta name=\"description\" content=\"Failing to understand content is one of the top challenges companies of all sizes across all industries face today.\u00a0Find out why this still happens!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/businessbooster.ro\/failing-to-understand-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Failing to Understand Content - 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