Not having a corporate content strategy adversely impacts revenue by 10% and increases spends to create content across Marketing & Sales, Engineering, Delivery & Support organizations by a whopping 200%. Here’s why every CEO should have one, and how.
Does a company really need a content strategy and does the CEO need to get involved?
Any number of CEOs will tell you that they don’t need to bother about content because their management does. It’s true in a way. The CMO’s office takes care of marketing content. The CTO and Engineering CxOs handle the product and technical content. The HR CxO takes care of internal training content for company processes, sometimes even internal communication. Many in their teams are not trained in creating content, or the technologies or the processes or understand company objectives. But that is only part of the problem. Forget corporate alignment and reuse, organizations will develop content simply because they are expected to. Content is a line item for most organizations within the company. For the company itself it’s a footnote. Which begs the question, do you need a corporate content strategy, and why?
A content strategy is the high-level vision that guides different organizations’ future content development to deliver against specific corporate objectives. It puts into words a company’s content goals, audience, creation, quality and collaboration workflow.
Content strategy is required because without it a CEO’s company creates content with no core theme or purpose. A lack of strategy leads to generic content. Generic content is made by generic companies. Generic content is unlikely to rank organically on searches. Generic content doesn’t get shared. Generic content doesn’t engage people. Generic content does not talk about a CEO’s specific product or brand.
The companies that have the capacity and understanding to link content and communication into corporate strategy tend to be stronger and better performing than their competition. A CEO needs to get one together. Not soon. Not next week. Now.
Corporate Content Strategy, a CEO responsibility
Every organization of the enterprise – from finance to delivery – has a content element. It makes sense for it to be nurtured at a strategic level. A CEO’s goals could be retention or growth of market-share, or something else, but in all cases, focused communication through the right channels is a core element.
Any long-term activity that has a long-term effect for the company belongs to the CEO’s desk. Any decisions that are not within one organization but thread through many belong to the CEO’s desk. Content projects of all kinds are time-intensive up-front, with little visible output in the short run, if they are going to be effective. A CEO’s understanding and effective representation can make the difference between success and failure. It’s a strategic decision.
Content strategy touches each area of a CEO’s business. All the software programming in the world is pointless if it doesn’t support the goals of a CEO’s users and clients — that’s what makes a CEO involved in the engineering function. The same should hold for content.