Why you need a content creation factory

blog

March 8, 2018

Providing high-quality, relevant content that is available to your customers where and when they need should be the ultimate goal.

Several times in these pages, we have discussed the notion, and the necessity, of having a Content Creation Factory within your product marketing organization. As your customers and prospects engage with you and your product information in more diverse ways and on more devices, your challenge is to keep up with relevant content across different media.

We know that consistently churning out content is hard. Companies have tools, calendars and teams—all devoted to the practice of curating, developing, and distributing content. Many hire contractors and agencies to help them generate an increasing amount of content.

What, indeed, is it all for?

First, we are not suggesting that more content is always the best way to go. Instead, providing high-quality, relevant content that is available to your customers where and when they need should be the ultimate goal. The Content Marketing Institute has emphasized that content that serves the customer first is the most popular and useful. This includes product information on your website, FAQs to answer questions in a customer forum, and trend and style content in email newsletters—content that allows customers and prospects to engage with your brand and better utilize your products. Forrester Research has reinforced this, indicating that content needs to be valuable in the customer’s eyes—reliable content that addresses their unique needs.

What does customer-focused product information look like?

Our belief is that useful customer-focused content is:

Getting Started with your Content Creation Factory

The first step to constructing your content creation Factory is to assess where you are now. Take a look at our previous blog that outlines how to start this assessment process and ascertain where you have gaps, rework, and waste in your current process. Come back soon for more information in these pages regarding how to continue building on this momentum to create the content that your customers are seeking.

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