critical questions for content teams by carlos abler of 3m
Post on 21-Oct-2014
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DESCRIPTION
Managing a content process at a global level is difficult. No one knows that better than Carlos Abler, leader of online content strategy at 3M. Carlos is responsible for developing strategies for content management at a company operating in over 70 countries, with more than 30 divisions and a marketing community of about 6,000 people. Download and listen to his webinar, "How to Embrace Content at a Global Enterprise," to learn how he does it: http://content.kapost.com/embrace-global-contentTRANSCRIPT
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13
QUESTIONS FOR CONTENT TEAMS
CRITICAL
...From 3M's Carlos Abler
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1. How will we clearly identify andsegment our audiences?
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2. How will we publish the content that ismost pressing and relevant?
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3. How will we plan well, but listen andrespond with agility?
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4. How will we create content that servesbusiness objectives for all stages of the
customer lifecycle?
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5. How will we optimize the quantity andrhythm of our publishing?
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6. How will we assign responsibility andaccountability for our content?
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7. How will we drive internal collaborationthrough engaging a broad range of subjectmatter experts into the editorial process?
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8. How will we create an optimized brandmessage that balances customer relevance
and editorial perspective?
Bonjour.Hi!Hello
Hey!
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9. How will we ensure people can find ourcontent via search, social, paid placement and
earned media?
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9. How will we manage our contentchannels in a coherent manner?
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10. How will we govern, manage andorganize our content?
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11. How will we optimize the value of ourcontent investments as a corporate asset?
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12. How will we measure quantitative business results?
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13. How will we achieve organizationalalignment in our use of content?
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THANKS, CARLOS!
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Want more tips from Carlos? Check out this webinar on
global content marketing...
WATCH