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The 3 C’s of Content Management


There is a phrase that is much bandied about in business circles these days about which most people probably know very little. Although they may have some general idea of what it means, they fall down when it comes to appreciating the nuances of it as wel as putting it into practice.


The phrase is content management. It is loosely defined as “the collection, managing, and publishing of information in any form or medium.” Very loosely defined.


To help you effectively manage your content, we’ve narrowed it down to the 3 C’s of Content Management: compelling, consistent and current. While that may sound simple enough, successful implementation of content management can be more than some organizations easily can handle.


If, however, you maintain a firm grip on the three C’s, you’ll be well on your way to maximizing the effectiveness and economy of your organization’s communications. Let’s review.


Compelling. Is your content compelling? You can start by asking yourself if it can pass the “so what” test? When your target audiences engage with your content, do they walk away thinking “so what”? Or, do they realize tangible benefits from whatever it is you have to say and are so moved to act accordingly?


Upon seeing your content do they think “I don’t care that the company was founded 120 years ago” or that your company has won some industry award for the past five consecutive years? What does this mean to them?


Or, do they see your content and think that this may be something that can help their businesses do, achieve, attain, grow, or something of the like? If your content is compelling, they will make that connection and appreciate the benefits that your products or services offer.


Current. This is pretty much self-explanatory. If you were the industry leader 30 years ago, great, but what have you done for me lately? Blackberries were all the technological rage 10-12 years ago controlling upwards of 50 percent of the smart phone market. What is their market share today? As of 2016, according to Business Insider, it was less than one-ten-thousandth of a percent.


Consistent. The third and final C is not the least important. Far from it. Whatever your key messages are, are you singing the same song on your website, that you’re singing on your YouTube channel, that you’re espousing on your blog posts, in your newsletter, etc., etc. If your company has been around for the better part of a century, that’s all well and good. But if you’re a technology leader and that’s what’s important in your industry, that’s the theme, the leading statement, the dominant message that should emanate from all your communications activities.


Pulling all that together, riding herd on it, and making it work is no simple task. It demands vigilance, persistence and strategic thinking. In short, you’re managing your content. Hence the term.

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