"A-ha" moment: The difference between CS and CM
I’ve mentioned Holacracy on several MOOCs to see what type of reaction I get. Basically nothing. You’re the only person who’s commented. Although not a new concept, the fact that Zappos is adopting it makes it ‘new News’ if you will. It’s such an exciting idea to me. I am fascinated to see whether Zappos can really showcase the strategy.
To your point about outsourcing, it is obviously a highly contentious subject. Many people who freelance are perhaps overjoyed about the thought of more and more front-office functions being outsourced. It’s not so exciting for those within larger firms that might be considering downsizing the front office as they did the back office. The good news for US residents, I suspect, is that ‘customer-facing’ functions are more challenging to offshore. Instead, it’s far more likely that US-based agencies like Contently will be hired. How can you not like their About page: ”We are a bunch of journalists and nerds trying to make something awesome.” and their Manifesto reads like one of John’s lectures.
It seems likely to me that just as the big Madison Avenue agencies owned the advertising budgets of Fortune 500 firms, they will eventually own the Content spend for those firms. Exactly what that entails, who knows, but as creativity becomes paramount to break through the noise, we can ask ourselves who hires the world’s best ‘idea talent’? Hopefully there should be plenty of room for many more agencies like Contently. As for what part of Content Strategy remains in a firm, I would imagine a small group would own the Content Strategy ‘manual’ for lack of a better term. I envision it as a type of corporate-wide ‘styleguide’ that defines everything CS, from colors and fonts, to media channels, to corporate voice, to the lifecycle management of new and evergreen content, to what words and phrases employees should use when speaking to customers. In other words, how a firm maintains a consistent voice across all operations and customer touchpoints. I envision it being used as the basis for internal ‘brand identity’ training within corporations.
Of course, all of this is conjecture until we have absorbed all the learnings from this course and the recommended reading material.
What are your thoughts?
It seems likely to me that just as the big Madison Avenue agencies owned the advertising budgets of Fortune 500 firms, they will eventually own the Content spend for those firms. Exactly what that entails, who knows, but as creativity becomes paramount to break through the noise, we can ask ourselves who hires the world’s best ‘idea talent’? Hopefully there should be plenty of room for many more agencies like Contently. As for what part of Content Strategy remains in a firm, I would imagine a small group would own the Content Strategy ‘manual’ for lack of a better term. I envision it as a type of corporate-wide ‘styleguide’ that defines everything CS, from colors and fonts, to media channels, to corporate voice, to the lifecycle management of new and evergreen content, to what words and phrases employees should use when speaking to customers. In other words, how a firm maintains a consistent voice across all operations and customer touchpoints. I envision it being used as the basis for internal ‘brand identity’ training within corporations.
Of course, all of this is conjecture until we have absorbed all the learnings from this course and the recommended reading material.
What are your thoughts?
"A-ha" moment: The difference between CS and CM
!["A-ha" moment: The difference between CS and CM]()
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