I noticed a stat not way back that mentioned entrepreneurs spend 30% of their work week studying, implementing, or looking for new know-how to make content material creation and administration simpler and quicker. I can’t discover it now, so possibly I imagined it.
However even when that isn’t true, it feels true.
My expertise with two content material groups over the past month reveals why this occurs.
One staff makes use of a classy 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 historical collaboration methods.
The groups produce the identical quantity of content material – they’re getting the job carried out. However neither staff feels just like the know-how they’ve serves them nicely.
In consequence, they’re each weak to the dream of a tech resolution.
Many content material entrepreneurs envision how a lot better their work may very well be if solely that they had the proper know-how. They see themselves fortunately utilizing instruments that automate processes, create insightful dashboards, or magically ship the proper content material to the proper folks, on the proper time, on the proper channels and gadgets.
They spend a lot time enthusiastic about tips on how to get the shiniest new know-how they overlook to contemplate tips on how to use know-how to get essentially the most from their work and their staff.
Too many entrepreneurs take into consideration tips on how to get essentially the most thrilling tech, not how tech can assist get essentially the most from their staff, says @Robert_Rose through @CMIContent @Canto. Click on To Tweet
The issue arises when folks purchase into the guarantees of recent tech with out first asking crucial questions: Do we want this? Why?
For instance, I not too long ago discovered a few new know-how that helps automate responses to data-access requests from shoppers who assume a model isn’t utilizing their private information appropriately. On its floor, the answer sounds neat.
However earlier than shopping for tech like this, a wise 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 want 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 be taught that writing the request for proposal doesn’t occur till step seven?)
The primary steps she suggests are important, but they’re not often carried out. I’ll stroll you thru this crucial a part of her really useful course of.
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Validate the necessity for know-how
Validating your want for brand spanking new know-how looks like an apparent place to begin, however it’s not.
Concern 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 at the moment seems to be like a run-down neighborhood bar, whereas the newest tech resolution seems to be like the most popular nightclub on the town.
Don’t fall prey to FOMO. Earlier than making any choices, have a look at your present technique, your plans, and your means to get the job carried out at the moment. Ask these questions first:
Do you could have a know-how drawback?
Or is there one more reason you’re not working in the easiest way?
One consumer I labored with thought of a know-how resolution that may allow them to restrict who might push the large crimson publish button. However they requested this query – and determined they didn’t want a tech resolution. As a substitute, they began telling individuals who might (and couldn’t) push the large crimson publish button.
Are you able to remedy the issue by adjusting the method?
This query reveals when you’ve got course of issues (or when you’ve got any processes in any respect).
Let’s say you’re in search of methods to assist a staff member determine which web site pages want updating extra effectively. First, ask how they do it at the moment. In the event that they have a look at a spreadsheet delivered to them by 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 drawback.
Might (or ought to) you replace current know-how, or do you want new know-how?
I can’t inform you the variety of instances 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 exchange the poorly carried out CMS.
Shouldn’t you at the least see if an improve or reimplementation would suffice?
Don’t purchase new advertising tech till you validate the precise want, says @Robert_Rose through @CMIContent @Canto. Click on To Tweet
Create the enterprise necessities
When you reply these questions and land on “Sure, we want new know-how,” you’re able to checklist your small business necessities.
I received’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 prevailing processes are the easiest way. 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.
Determine your focal wants
This third step is probably crucial a part of assessing your new know-how wants.
You would possibly assume you could have wants that no different enterprise does. (And also you’re not alone – practically each advertising staff believes it’s a particular rainbow-colored unicorn.)
Spoiler alert: 90 to 95% of your small business necessities are widespread. And it is a good factor.
Nonetheless, you seemingly can have a couple of processes distinctive to your small business. They usually could also be too essential 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 allow you to differentiate advertising tech into consideration, says @Robert_Rose through @CMIContent @Canto. Click on To Tweet
Tech options could (or could not) be the reply to your issues
It’s straightforward to be blinded by shiny new applied sciences and approaches. However bear in mind this: Your content material know-how stack received’t differentiate your technique or content material. It could make issues simpler – or it might 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 ultimately discover the gold.
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Cowl picture by Joseph Kalinowski/Content material Advertising Institute
