13
QUESTIONS FOR CONTENT TEAMS
CRITICAL
...From 3M's Carlos Abler
1. How will we clearly identify andsegment our audiences?
2. How will we publish the content that ismost pressing and relevant?
3. How will we plan well, but listen andrespond with agility?
4. How will we create content that servesbusiness objectives for all stages of the
customer lifecycle?
5. How will we optimize the quantity andrhythm of our publishing?
6. How will we assign responsibility andaccountability for our content?
7. How will we drive internal collaborationthrough engaging a broad range of subjectmatter experts into the editorial process?
8. How will we create an optimized brandmessage that balances customer relevance
and editorial perspective?
Bonjour.Hi!Hello
Hey!
9. How will we ensure people can find ourcontent via search, social, paid placement and
earned media?
9. How will we manage our contentchannels in a coherent manner?
10. How will we govern, manage andorganize our content?
11. How will we optimize the value of ourcontent investments as a corporate asset?
12. How will we measure quantitative business results?
13. How will we achieve organizationalalignment in our use of content?
THANKS, CARLOS!
Want more tips from Carlos? Check out this webinar on
global content marketing...
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