Content as a corporate strategic asset is at a similar stage to that of where factorization of goods production was during the maturity of the industrial revolution. What do I mean by this? Look at the way content was created in commercial entities just a couple of decades ago versus now. There is a parallel with pre- Industrial Revolution goods production in which manufacturing moved from a single craftsman building -producing one good at a time in a cottage industry- to large factories using machine automation to increase volume.
Let’s take a closer look
I remember the miracle of MultiMate and PageMaker. I was liberated to create content that I could edit and reuse. This was low hanging fruit of productivity gains. Other Authoring and Desktop Publishing packages came along, but content was still mostly hand crafted. Document Management systems started to popularize content Automation and workflow. SGML, XML and Component Content Management Systems furthered us down this path.
Most commercial entities build content with efficiency in mind, so lowering language translation costs to service a greater number of markets is a popular driver. There are many solutions for managing Language Translation and Memory efficiently. Most executives get excited about expanding markets and revenue, this is an easy concept to sell.
Anything Can Flow Through Plumbing
We have done a fairly good job at building the plumbing to deliver content as needed. We now have the automation to build content similar to the way we built factory goods before the introduction of the Japanese and German quality movements.
There are some enterprises that have moved past the mere creation of content for content sake, to “How do we use Linguistic Rules Based automation solutions to target prospect personas, brand alignment and content repurposing across silos and disciplines.”
The Content Era
We are at the beginning stage of “The Content Era”, where content is a strategic asset that can differentiate brands, increase margins and build customer loyalty. Look to the past and see the trending future.
Now we need to communicate the path forward to Executives that control the fate of their enterprises. Changing times expose huge opportunities.