Revision as of 19:39, 7 February 2023

Content

What we communicate to people, expressed in information and media.

Description Content refers to data or information that is communicated between and towards people. It requires a medium to convey the underlying message to its audiences, such as audiovisual media like text, images or video, sound recordings or accessible alternatives. In an enterprise, various forms of content are being produced and maintained, exchanged and promoted.

For an enterprise, content is an asset which is vital for its success, both for internal activities and the relationship to the outside world. On the inside, content represents the intellectual capital that supports all kinds of business activities with context and insights. On the outside, it is everything the enterprise communicates as part of its continuous dialogue with external parties. The different channels, formats, scopes, and media reflect the various purposes content is produced for, as part of a communication process in the larger business context. How well an individual piece of content fulfils that purpose depends on its ability to tell a meaningful story and create meaning for those being addressed.

The increasing amount and importance of content requires enterprises to develop sophisticated content strategy, inventory and lifecycle management practices supported by information systems.

Examples

A car manufacturer displays the latest models and their features on a website, including videos and animations.
A digital platform for vacation homes produces and displays professional photos to potential guests.
A political party uses pre-written statements to answer public questions to its chatbot via social media.
A hardware manufacturer refers to online instruction manual content on customer request by email.
A consultant develops a mission statement and a process dashboard available to employees on the intranet.

Use

Capture key messages, media and formats used to convey identity, story and purpose to audiences.
Set a consistent tone of voice across formats, media and distribution channels to best engage people.
Plan and manage important content for the enterprise across the lifecycle of creation, communication and governance.

Variants

Key messages and media
Micro-content used in interactions
Explanatory and transactional content

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 ==Related==
-*[[content]] expresses [[purpose]]
+*{{colored link|#00e664|Content}} expresses {{colored link|#00e664|Purpose}}
-*[[content]] conveys [[story]]
+*{{colored link|#00e664|Content}} conveys {{colored link|#00e664|Story}}
 ==Variants==