Speaker: Robert Rose, Author, Managing Content Marketing

The process of content management is well understood now in most businesses. We know how to use technology and business processes to enable the governance, management and publishing of content to various channels. But what about actually creating that content? How do we establish a process and a structure in our business that enables us to handle the most important part of content marketing - the creation of content.

While there are no templates in this new world, there are frameworks we can use to create our new process and be successful with it. In this workshop, we'll look at the specifics of these frameworks, and how they contribute to this very important process in the business:

• How to evolve existing practices into a team and structure that works for your business
• How to look at internal curation of content to create efficiency and optimized spend for content creation
• Getting beyond the "internal agency" model and into a strategic content creation engine across different content types
• When, where and how to think about outsourcing the creation of content
• Moving beyond silos and how to prioritize against brand, product groups, globalization and other hurdles
• Some of the tools that can help to facilitate this new process
• Creating a measurement strategy for this new process

We'll also review some contextual case studies and some examples of organizations that have successfully created frameworks for this new process.