Coming from a background of software development, this idea of content engineering is very appealing to me. Lots of lessons from software engineering that could be applied to marketing content engineering, with just a few tweaks.
Raise your hand if you are in marketing and have embraced the need to deliver content across multiple media and channels. It is a virtual certainty you have. It supports SEM strategies, increases impressions and communicates multiple perspectives. Content teams are working harder than ever to deliver quality content in a variety of forms.
Now, raise your hand if your budget and resources have increased proportionately. Note to self – no raised hands are visible. So without additional resources what options remain? Work harder or work smarter ( or both is a third option of course).
The dynamics of digital content are very different than non-digital. I recognize that this is obvious, but how much have your content creation strategies changed? Not much… is the response from most organizations.
The business world still has a documents-first mindset. Oh sure, they are tweeting, some are blogging, a few are…
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