Author: Rusty Weston

Rusty Weston (@rustyweston) is a veteran content marketer, editor, writer, and strategist with agency, corporate, and journalism experience. He’s spent much of the past decade creating custom content for some of the world’s leading brands. Follow him on Twitter @rustyweston.

By rweston published July 31, 2019

How to Survive Content by Committee

Editor’s note: This article debuted in the July issue of the now digital only Chief Content Officer magazine.

The tech company asked the agency for a “simple but impactful” presentation about cloud-based digital transformation for an important product launch. The first pass received thumbs-up from the client lead.

But then it went out to the client’s other reviewers and stakeholders. The first said “not impactful enough.” The second insisted on more tech jargon. The third had various nits to pick about the target customer. By the time eight commenters had chimed in, the number of slides had doubled, and nobody could quite remember what they had been trying to say in the first place. The presentation was weeks in development but still lacked coherence – and executive approval – only hours before its deadline.

No one liked it. No one could agree on how to fix the mess.

And it all could have been avoided.

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