Content accounting: Calculating value of content in the enterprise

Sarah O'Keefe / White papers1 Comment

 

The challenge of content value

Content value is a hot topic in marketing and technical communication. In the publishing industry, the connection between content and value is clear. A publisher sells a book (or film or other piece of content) and gets book sales, ticket revenue, or streaming subscriptions in return. But what if your content is a part of the product (like user documentation) or used to sell the product (like a marketing white paper)? In these cases, measuring content value is much more challenging.

It is tempting to fall back on measuring cost instead of value. The cost of content development can be a trap, though. Eliminating wasted effort and optimizing content workflows is sensible, but too much focus on cost leads us toward content as a commodity.

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References

  1. Industry estimates are that writers working in Microsoft Word spend 30–50% of their total time on formatting. Moving to systems that separate content and formatting eliminates that formatting time.
  2. https://www.chainstoreage.com/operations/this-is-why-so-many-non-defective-consumer-electronics-products-are-returned/
  3. https://insights.csa-research.com/reportaction/8057/Marketing
  4. https://18f.gsa.gov/2016/05/19/content-debt-what-it-is-where-to-find-it-and-how-to-prevent-it-in-the-first-place/
About the Author

Sarah O'Keefe

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Content strategy consultant and founder of Scriptorium Publishing. Bilingual English-German, voracious reader, water sports, knitting, and college basketball (go Blue Devils!). Aversions to raw tomatoes, eggplant, and checked baggage.

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