3 Reasons for Managing Micro-Content Differently
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Mirjam Reijnen
You know how to look at omnichannel content as building blocks. Your first step into the world of micro-content has been taken. As omnichannel content is used across the organization you need to be highly collaborative and manage micro-content differently.
The challenge of being a channel manager
Whether it’s business owners, product managers, or proposition marketers, they all want to bring their product or service to the market.
Business owners, product managers, proposition marketers: everyone wants to market their products and services. This means they need your expertise to connect with customers through the channel infrastructures. Makes sense, since you know everything there is to know about the channel(s) you’re responsible for. As the go-to person for your colleagues, collaboration becomes important. But whether you’re in a team with other channel specialists assigned to one business owner, or you are part of a digital team setting portfolio priorities per customer — one issue remains.
The issue: doing two tasks simultaneously
On the one hand, you are responsible for managing the interactions of your channel(s): this content is optimized for a specific channel to fit the needs of a customer in that channel. But you are simultaneously managing the micro-content used as building blocks: this content is not for one, but all channels.
As you can see, the processes of these two tasks are intertwined but their goals are completely different. Our advice? Liberate micro-content and manage it all from one harmonized place, so you only have to focus on managing interactions.
The reasons why you should manage micro-content separately
But what’s advice without reasoning? You need arguments to get colleagues on the same page as you. So, without further ado, these are our 3 reasons to manage micro-content separately in your job as a channel manager.
1. Speeding up the editorial process
We've talked about this in-depth in Bart's previous blog "4 Lessons Content Editors Can Learn From Data Marketers". If content teams go agile and use the available insights, better and relevant content can be created quickly.
2. No more channel-specific requirements
When micro-content for channels, campaigns, or propositions is crafted, harmonized, and managed separately in one harmonized place, you don’t have to worry about channel-specific requirements anymore. And making deadlines is also a lot easier when everything is ready to go.
3. Liberate yourself from micro-content
If you have pre-crafted and pre-approved all the building blocks at your disposal, you don’t have to review every piece of micro-content with channel-specific stakeholders anymore. You can focus on:
- assembling channel-specific content types
- building the website pages, campaigns, apps, and emails you need
- optimizing the delivery of content
- analyzing reports and implementing insights
You’ve started with identifying micro-content so you can focus on crafting interactions and content for your channel(s) using the available building blocks. But how should you manage the newly revealed category of micro-content optimally? Stay tuned because that’s the subject of our next blog.
