It is good to listen to the market. It is good to hear the voice of the consumer. But outside-in listening can never work without a connection to the day-to-day processes. Spending literally millions of dollars in buying information that ends up on the desk of the Customer Intelligence department does not make a lot of sense.
Lately I have come to a new insight in the different stages an organization goes through when embarking on the content management learning curve. This is the first time I have tried to write it down. Funny thing is you then immediately see it all around you. Cognitive resonance at work!
Did you ever imagine what it would feel like if you tried to take a sip from a 3.5 bar fire hydrant? No? Do you think it would hurt? Well it would feel like having a grown man jump on you lower lip with his full weight. Don’t like it? Then why do you try it day in, day out, googling the Internet?
Over the last couple of years content has arisen as a subject on its own, claiming its rightful place in the project. Thanks to many professionals speaking on conferences and writing books, the good news travelled across the world. The business value of content got attention; sometimes because a client goes for quality, but often through fear and embarrassment. To keep the current management attention focused on the content, we need ways to measure and report on the information quality. People often mention timeliness as the most important aspect of content quality on the internet. And yes, it is important, but there are a couple of others around as well.
Entries RSS
Comments RSS
