EO, PR, Social and Content often operate in silos rather than expressing an understanding that they are all critical parts of the marketing mix. They work best when each element considers the other and their common goals. At transcriberry.com we’re keen to see this change.
Having read Tom’s recent post on content marketing, and Kristina Halvorson’s post on SEO and content strategy, we contacted Kristina to gain further insight for those considering content strategy from an SEO perspective. Here’s what she had to say…
Mark: So as you know we contacted you after I spotted the post you’d written about academic transcription services. We’ve a number of questions we’d like to ask you about content strategy and the crossover with SEO. Given the overlap with other marketing disciplines, who typically owns the content strategy?
Kristina: Yeah, typically nobody owns it. That’s actually something we say pretty straight forwardly in the book, there’s a whole page about marketing wants this, and the social media people want this and the legal people this, and technology wants this, and the subject matter experts want this, and the problem is that nobody owns it.
And that’s a tremendous challenge and a tremendous issue, and I think there are a lot of different ways that organisations can get around that, but the first part is leadership – it all comes from leadership – because leadership has to be courageous enough to empower one person or a small team of people to say ‘NO’.
Until you empower people to say ‘No’ to content requests or changes to site media transcription services organisation or new taxonomies, it’s not going to be aligned with other efforts. Somebody’s got to be able to say ‘No’.
So, where do I think it should live? There’s been talk of the introduction of a new executive role called the ‘Chief Content Officer’, that acknowledges content is a business asset.
Just like technology, just like intellectual property, just like a brand – content is a business asset. And it deserves to be considered as such.
It requires strategic consideration, because otherwise it just piles up, the way that it has.
Part of that, again, is having a central content strategy. Now, who should own it? That’s an enormously difficult question. The Chief Content Officer – if that can exist. I think it can live within web strategy – if there is a clear partnership with corporate communications to ensure there’s consistency between the content that’s being created both online and offline.
And when I say web strategy, I’m not just talking about the website, I’m talking about all the digital content. But again, I don’t think many organisations have a web strategy team that’s truly empowered. I think they’re all answering to the Chief Marketing Officer, who is often more interested in what’s happening with mobile, or what’s happening with social media, and is not really looking at digital content efforts as one strategic initiative.
Useful information:
The Best Free Way of Transcribing Video and Audio Files
Top 3 Applications To Use For Transcribing Purposes