When Coca Cola created their Content 2020 strategy, Jonathan Mildenhall, VP Global Advertising Strategy said: “All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”
How was NODI born?
Well since Jonathan is a veteran, most of the content marketers took him really seriously. But they just focused on the initial part to what he said, that is on the ‘need a lot more content’ part. Thereafter, began the story where content strategy became all about generating more and more content. It was the more, the merrier.
And so was NODI born. Oh, we haven’t introduced you to NODI yet.
NODI is Non-performing, outdated, duplicate and incomplete (having broken links) content. In an attempt to write more blogs, make our websites informative and generate more collateral, we wrote more NODI content.
How did NODI thrive?
Well, NODI grew as there was no one to watch over it. Content marketers just kept adding content without keeping a check on whether we were making duplicate or inapt content. The process of creating content was often ignored. A suggested content process is something as follows:
- Understanding target audience – knowing who you are writing for
- Getting a content strategy in place – balancing the content between addressing the needs of the audience vis a vis communicating the business needs
- Marketing the content – deciding how to distribute your content
- Content review – Reviewing your content regularly to check if it’s relevant for the changing requirements. Evaluating if the keywords are appropriate, if the social media channels are apt and ensuring that duplicate content is not created
- Content Governance – knowing when to update your content and archive what is no longer required
How can we get rid of NODI?
The best way to tackle NODI is to take a step back and think about ways to write better and not just write more. You have to think of a solid Content Strategy with governance as being the most critical step in it. A comprehensive Content Strategy helps you to evaluate, align and redefine as per your audience’s and market requirements.