Content class is in session

mlns='> What your strategy should – and shouldn’t – account for [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 2.17.23 Connect With CMI  [Your Great Taste Is Less Fulfilling When It Comes To Visual Design [New Research]]( If a brand forces its taste in visual content, will the audience follow? New research reveals that and more about what marketers think about visual social media content. [Read more]( More of the week's best stuff: - [CMI News: A Superb Owl, But Sub-Par Storytelling]( by Robert Rose - [Writer Ends 10-Year Relationship With HARO To Keep Trusted Relationship With Audience]( Ann Gynn - [Get Common First If You Want To Develop a Great Content Strategy [Rose-Colored Glasses]]( Robert Rose - [3 Ways To Grow the Value of Your Thought Leadership [Sponsored]]( Mark Nardone  Content class is in session How much did you spend on content last year? How much should you spend on content this year? Outside of the most abstract of estimates, you can’t know the answers to both questions. [As I’ve shared,]( “content” is a big word. I describe it as the operating system of a business and the water you swim in. It’s everything that encompasses communication. So, when someone asks you, “How much did we spend on content,” they’re really asking, “How much money did we spend communicating?” You can argue the answer is, “everything in the company’s total budget.” Now, I get it. That explanation of communication expenses is clearly hyperbole. My point is this: You can’t ever know how much your company spent on the entirety of “content.” Further, you have no way to predict how much you will ever spend because the answer is always “more.” Knowing the answer to the total content expense question isn’t anything other than trivial. Ironically, that very conundrum makes a content strategy important to your business. I worked with a global technology company last month. During the stakeholder interviews with both practitioners and senior leadership, we talked through their perspectives on how content could be more strategic in the business. The head of marketing had a common comment and question: “I don’t think our business has a good handle on what we mean by content. For some, it means every headline, email, and social post. For others, it only means the long-form white papers, brochures, e-books, and videos we do … How is it even possible to get our arms around all of that?” You won’t. You can’t. And you don’t have to. Let me borrow from author and Harvard Business School professor Michael Porter who says in business, “the essence of strategy is choosing what not to do.” The essence of any great content strategy is choosing what NOT to manage and measure. Given the scope of content in the business, it is inevitable that you will make tradeoffs. Otherwise, you wouldn’t need a strategy because you could do everything. A great content strategy creates a clear link between the actions people take based on a business’ well-defined set of content and the financial results of those actions. It is simply a choice. My first and most important message for the head of marketing was that they must define “content.” That definition helps frame the necessary actions to put a strategy around it. Then and only then can you make choices about further actions or new areas of content to build into your strategy. In [Rose Colored Glasses]( this week, I share an exercise that can help you define content for your business. Use it to inform your decisions on what not to address in your initial strategy. I’m eager to hear if you find it helpful and whether it clarifies how much your business spends on content. Send me an [email](mailto:cmi_info@informa.com)or leave a comment on [the article page.]( Until then, remember: It's your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Do you have colleagues or friends who would benefit from Robert's weekly updates? If so, please invite them to [subscribe]( here.   Sponsored Content The Marketer’s Field Guide to Content Operations A step-by-step guide to understanding and implementing best-in-class content production Get this hands-on primer, which helps marketers upgrade their content production process. Simply complete the self-audit and follow our step-by-step best practices. [Get the e-book »](  More From CMI Free Digital Event Next Week Mark your calendar for February 22 - 24 to attend Master of Content: Brand Experience and Operations! This FREE 3-day event will explore the trends, strategies, and tools modern content marketers need to create a memorable brand experience for their customers – and the seamless internal collaboration to make it happen. This is a must-attend event for marketers looking to maximize efficiency and drive business growth. [Register now for free »](  CMWorld Short Take: The Magic of Community Do you think of your customers as an audience or as a community? That question might seem like semantics, but Kristin Twiford of PhotoShelter may disagree. In this Content Marketing World 2022 session clip, Kristin explores how giving your audience a place to connect with each other can unlock new opportunities for your brand. Watch to learn more, and then join us this September 26-29, at CMWorld 2023 in Washington D.C. to continue building your brand community! [Watch video »]( [Attend CMWorld]( [»]( [CONTENT OPERATIONS RESOURCES](  Events [Content Marketing World]( [ContentTECH Summit]( [Content Marketing Awards]( Resources [Research]( [White Paper/eBook Library]( [Content Voices]( Education [Content Marketing University]( [Chief Content Officer]( [Webinars]( [Job Listings]( Interested in advertising with CMI? 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