Do you shrug your shoulders when managers ask what impact your phone number list content efforts have on bottom line? Are you tired phone number list of fighting over who does what with your content? Do you have too much content and need a better way to manage it all? Of course, everyone knows that content is (or should be) a business asset. But how do you get there - and prove it? You could follow Intel's lead. In this article, I summarize what Intel's digital governance team has achieved over the past two years and the phone number list amazing results it has reaped.
Everything in this article comes from the phone number list Content Marketing World conference, What You Are Doing Wrong with Digital Governance and How to Fix It, co-presented by Lisa Welchman, author phone number list of Managing Chaos: Digital Governance by Design, and Scott Rosenberg, Group Director of Intel's digital governance and operations. (I added some updates that Lisa and Scott shared with me.)
The secret to mastering content - and its business impact
To have control phone number list of your digital content, you need digital governance. The people who govern digital content set rules and standards that keep a company's content consistent, phone number list on-brand, effective and efficient - and keep the company out of trouble.
Governance allows content professionals across the phone number list enterprise and even outside the enterprise “to work together and do the phone number list work they're supposed to do the way they're supposed to,” Lisa says.
She points out that most organizations don't have a clear digital governance framework. As a result, people end up fighting – project after project – over who makes content decisions. “When an organization puts governance in place, people spend less time fighting because everyone knows who the phone number list content decision makers are.”
How Digital Governance is Evolving at Intel
Scott is responsible for nothing less than protecting the phone number list Intel brand across all online channels: web, social media, mobile apps, and paid advertising platforms. He responds phone number list for content generated by more than 100,000 employees worldwide at this $59.4 billion-grossing company last year.
Since then, Intel's digital governance has evolved. Where its governance teams used to focus on downstream tasks to ensure content approval – legal, security, privacy, IT and branding – they now engage more upstream phone number list in business processes, creating ways in which content can help marketers achieve their strategic goals.