If you ask an actor or screenwriter about their career goals, they will most likely answer, “But what I really want to do is direct.” Or so it's a Hollywood gossip.
Ironically, the director was the least involved in the creative work. The director's role is not to write, act, play, edit, or even direct the camera. The director's job is command individual artists' contributions to cinematographic products.
Well, some directors do double duty by writing or acting in their movies or shows. But the director's function remains clear: Guiding, activating, and managing a team of storytellers to effectively create compelling pieces of work.
Successful directors shape the work of hundreds of people by independent artists so the resulting film will sing with a clear voice . The words, images, actors, costumes, music, and mesh editing are so complete that removing any of them pulls the entire piece out. even if they use different individual contributors for each project.
The idea for this director role came to me when I spoke with the head of content at a B2B technology company recently. She told me her content studio has earned enough respect in the business that they are considered the right team to get something well written or designed.
But she's frustrated that most people see them as just a group that creates "good words and images". She wants the group to play a more important role. So she asked me, “How do we become more strategic for business without adding more heads? How can we take in more content? ”
Scalability is without a doubt the biggest challenge I see among businesses trying to succeed with content marketing. The ability to “generate enough content” is mentioned as one of the top challenges in our content marketing research year after year. seems to solve that challenge.
Here's the problem: Growth isn't about producing enough content.
To scale, a content strategy team must be more than a collection of creators skilled in “good words” or “ good image .” The purpose of a content team is not to create great assets.
It must also allow every other part of the business to do the same. What you need is a team that really wants to lead.
Your #content team must have a purpose beyond creating great content assets, but also have to be truly strategic, says @Robert_Rose via @CMIContent. Click to post
Why You Never Create 'Enough' Content
One of the biggest strategic mistakes I see is equating Set up a content strategy with building a content studio filled with talented writers, designers, and multimedia professionals.
Even if there is a team manager, many in the business see it as a collection of individual contributors with a role to play. property production as effective as possible.
Spoiler alert: This approach rarely works. Why? Because businesses can't stay ahead of the demand for content.
Call this Robert's Law of Content: The demand for content expands proportionally to the number of resources allocated to it.
The demand for #content expands proportionally to the number of resources allocated, @Robert_Rose via @CMIContent said. Click to post
A smart content strategy in modern business is not creating an isolated group of content contributors.
Instead, it's about creating a group with the role of a director. Everyone on the team should focus on helping create, guide, and enable the entire organization to tell a consistent story.
“Wait a minute now,” you say. “How can a group of people be a director? Isn't the director a person? ”
Right, that's right. I mean function of the content strategy team is similar to that of the modern film director.
This team is not there to provide any single content creation skills required. It exists to allow the broader organization to develop and integrate its messages into one voice.
Like any seasoned director, the team can also take on dual duties as writer, editor, or designer. But that is not their main purpose.
They are not simply purveyors of words that a sales professional copies and pastes, attaches to an email or uploads to a website to create and deliver value to such a customer.
They should guide, shape, and develop the sales professional's ability to deliver the best story regardless of who created it. Sometimes it could be someone on the content strategy team.
But an integrated content strategy for businesses has to work like a movie project – it's the director's vehicle. The only way to really scale is to shape, guide and, yes, instruct everyone in the business to do their part in telling brand story with one voice.
The only way to scale a business #ContentStrategy is to get everyone in the business to do their part in showcasing the brand & # 039; @Robert_Rose's story told via @CMIContent. Click to post a Tweet
My advice to any content leader looking to scale a team and become more strategic is to buy every team member a shirt that says “ But what I really want to do is live . ”
Then start coaching the team to shut down as an in-house content production studio and start directing all enterprise content regardless of who created it.
5 strategic corporate content strategic roles
To facilitate this development of a content strategy, you need a new team charter that defines roles, responsibilities, and functions.
I see five main responsibilities for the team. Each contribution balances the individual contribution with the skills that need to be fostered within the broader organization.
1. Strategy: Plan and Prioritize
This section is missing from most content strategies where the team is seen as individual contributors. “Random action of content” occurs when no group accepts a lead role planning and prioritize what content will be produced and when.
A great director provides a storyboard, shooting schedule, consistent timeline, and planning so everyone knows what's made and when. Likewise, a content team should help a business set content goals, allocate resources, and balance business priorities and needs.
2. Content Creation and Management
This step is most easily misunderstood because it is what most people think they understand. (“It only generates assets when they are needed, doesn’t it?” No, it isn’t.)
Once you have control over prioritization, scheduling, and resource planning, the process becomes less linear but more efficient.
Does that seem confusing? Think of it this way: A film director might send a team to shoot a so-called b-roll. (Think of a setup shot, a crowd shot, or a secondary shot to set the scene.)
This type of filming can happen at any time (not just when necessary) because everything is already planned. The director describes what was required but not provided or even present when these scenes were shot.
Likewise, a good content curator can lead (but not create) content recorded by someone in account services. Content captured by account services staff can be aggregated into case studies, marketing pieces, advertising, thought leadership, etc. Account services people know what to produce what because the content team member provided a complete “shooting list”, set of interview questions, etc.
3. Sales: Internal Planning and Distribution
Sales is another area that lacks a lot of content strategy. Most companies combine the idea of digital assets and content assets. They think, “We made X ebooks, websites, and emails, so we created X content.”
So too much time will be wasted having to “undo” Digital Content to retrieve it for repositioning .
One of the most important roles on set is managing production assets. He or she ensures any assets (movies, audio, video, photos, etc.) are tagged and routed to the artists who need to create the content with it.
Similarly, a great content strategy team ensures that both the raw content and the resulting digital content are easily findable, correctly routed, and ready for reuse and repositioning. and activate.
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