I noticed a stat not way back that stated entrepreneurs spend 30% of their work week studying, implementing, or trying to find new know-how to make content material creation and administration simpler and quicker. I can’t discover it now, so perhaps I imagined it.
However even when that isn’t true, it feels true.
My expertise with two content material groups over the past month exhibits why this occurs.
One workforce makes use of a complicated tech stack with a contemporary content material administration system, a digital asset administration system, and even AI-driven writing assistants. The opposite depends on a patchwork of shared cloud storage, HTML snippets in Excel spreadsheets, and historic collaboration programs.
The groups produce the identical quantity of content material – they’re getting the job accomplished. However neither workforce feels just like the know-how they’ve serves them properly.
Because of this, they’re each susceptible to the dream of a tech answer.
Many content material entrepreneurs envision how a lot better their work might be if solely that they had the appropriate know-how. They see themselves fortunately utilizing instruments that automate processes, create insightful dashboards, or magically ship the appropriate content material to the appropriate folks, on the proper time, on the appropriate channels and gadgets.
They spend a lot time fascinated by the way to get the shiniest new know-how they overlook to contemplate the way to use know-how to get essentially the most from their work and their workforce.
Too many entrepreneurs take into consideration the way to get essentially the most thrilling tech, not how tech can assist get essentially the most from their workforce, says @Robert_Rose by way of @CMIContent @Canto. Click on To Tweet
The issue arises when folks purchase into the guarantees of recent tech with out first asking a very powerful questions: Do we’d like this? Why?
For instance, I lately realized a couple of new know-how that helps automate responses to data-access requests from customers who suppose a model isn’t utilizing their private information accurately. On its floor, the answer sounds neat.
However earlier than shopping for tech like this, a sensible advertising chief ought to ask: “Why is our technique resulting in so many disgruntled client requests? Is automated response tech your best option to handle their frustration?”
In different phrases, “Why do we’d like this know-how?” The reply would possibly (or may not) have something to do with tech.
Cathy McKnight, who works with me at The Content material Advisory, suggests a multistep course of when choosing new know-how. (Does it shock you to study that writing the request for proposal doesn’t occur till step seven?)
The primary steps she suggests are important, but they’re not often accomplished. I’ll stroll you thru this essential a part of her beneficial course of.
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Validate the necessity for know-how
Validating your want for brand new know-how looks like an apparent start line, nevertheless it’s not.
Worry of lacking out is powerful, and it leads entrepreneurs to search new tech as a result of they’ve seen new tech. The tech they depend on as we speak appears like a run-down neighborhood bar, whereas the most recent tech answer appears like the most well liked nightclub on the town.
Don’t fall prey to FOMO. Earlier than making any selections, have a look at your present technique, your plans, and your skill to get the job accomplished as we speak. Ask these questions first:
Do you could have a know-how downside?
Or is there one more reason you’re not working in one of the best ways?
One consumer I labored with thought of a know-how answer that might allow them to restrict who may push the massive crimson publish button. However they requested this query – and determined they didn’t want a tech answer. As an alternative, they began telling individuals who may (and couldn’t) push the massive crimson publish button.
Are you able to clear up the issue by adjusting the method?
This query reveals if in case you have course of issues (or if in case you have any processes in any respect).
Let’s say you’re searching for methods to assist a workforce member determine which web site pages want updating extra effectively. First, ask how they do it as we speak. In the event that they have a look at a spreadsheet delivered to them by means of e mail, obtain all that info to their laptop computer, and prioritize the adjustments primarily based on their expertise, you don’t actually have a course of.
And meaning know-how shouldn’t be the primary reply to that downside.
Might (or ought to) you replace present know-how, or do you want new know-how?
I can’t inform you the variety of occasions I’ve seen advertising groups exchange their CMS as a result of they conflate it with their web site’s design. When advertising management needs to revamp the web site, they use it as a possibility to switch the poorly applied CMS.
Shouldn’t you at the very least see if an improve or reimplementation would suffice?
Don’t purchase new advertising tech till you validate the precise want, says @Robert_Rose by way of @CMIContent @Canto. Click on To Tweet
Create the enterprise necessities
For those who reply these questions and land on “Sure, we’d like new know-how,” you’re able to listing your enterprise necessities.
I gained’t cowl that course of intimately because it’s well-known: Audit and interview stakeholder teams to uncover the necessities in every of the related processes.
Ask whether or not the present processes are one of the best ways. You might discover altering a course of to higher match how know-how suppliers deal with that course of is less complicated than forcing tech to accommodate a non-optimal course of.
Establish your focal wants
This third step is presumably a very powerful a part of assessing your new know-how wants.
You would possibly suppose you could have wants that no different enterprise does. (And also you’re not alone – practically each advertising workforce believes it’s a particular rainbow-colored unicorn.)
Spoiler alert: 90 to 95% of your enterprise necessities are frequent. And this can be a good factor.
Nonetheless, you seemingly could have a number of processes distinctive to your enterprise. They usually could also be too vital to lose in a brand new know-how implementation. These are your focal wants – the necessities that differentiate the applied sciences into consideration.
Focal wants will assist you to differentiate advertising tech into consideration, says @Robert_Rose by way of @CMIContent @Canto. Click on To Tweet
Tech options could (or could not) be the reply to your issues
It’s simple to be blinded by shiny new applied sciences and approaches. However keep in mind this: Your content material know-how stack gained’t differentiate your technique or content material. It might make issues simpler – or it could make issues tougher.
However focusing squarely in your technique and associated wants all the time works as a pleasant pair of shades – you’ll see previous the glitter and finally discover the gold.
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Cowl picture by Joseph Kalinowski/Content material Advertising Institute
