Organizing For Content

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How should organizations organize for content? Are brands really publishers? Very few have hired people with “content” or “editor” in their titles. Fewer still (read: almost none) have content departments or divisions within the marketing or other organizations.

Yet, more and more companies are producing content like crazy. Also, multiple websites. Large corporations have tens of millions of visitors to their dot-coms each month, perhaps 5-10 million email subscribers. Then, there are blogs, YouTube channels and multiple social media channels on social networks.

Like journalists, brands are challenged to “feed the beast,” often on a daily basis, sometimes in real time. All this content isn’t just written word. It’s images, videos, charts, infographics… Put all of this together and the process, workload, and workflow demands become truly staggering.

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