Building a Content Engine
How to build a scalable, repeatable model for great corporate storytelling
Content comes with two inherent challenges. The challenge of frequency and that of quality. Production usually falls into two camps:
- Bogged down in process. Content is churned out like sausages on a conveyor belt. Quality is sacrificed for the sake of hitting deadlines and reaching scale. There's lots of content but no consistent value for the audience.
- Blighted by perfection. Content takes weeks to get through approval, there are double digit iterations. It's impossible to get into any sort of production rhythm and there are large time gaps between each piece of content.
The golden egg is to create high quality content, consistently and at
scale.
In our latest report we've outlined the operating model needed to build a content engine and the three layers that form the process: strategy, orchestration and execution.