by Alan J. Porter

All companies, no matter what industry they are in, or what product or service they create, do four basic things. Offer something for sale, sell it, collect the money for it, and create content about what they do. Product development, Marketing, Sales and Finance are all recognized as essential to the organization and are often reflected by VP or CXO level responsibility, yet a company’s content, which contains all of its intellectual property, is often overlooked. Whether they realize it or not every company’s secondary role is that of being a publisher.

Alan J. Porter’s forthcoming book, The Content Pool: How to Identify, Organize, Manage, and Leverage Your Company’s Largest Hidden Asset makes the case for placing content creation, management and distribution on a par with other core strategic business activities.

The book will explore:

• Why every company is a publisher.
• What content do you produce now and how do you use it.
• Identifying the audience, today and in the future.
• What about the language you use – is it costing you money or even making you legally liable?
• Content development silos – gain through collaboration.
• How Consistency saves you money.
• Where are your pain points?
• Styles and Standards
• Rewrite and reuse.
• It’s about answers not the documentation.
• Your customers will add value to your content.
• Technology comes last.
• Your content can be a revenue source.
• Good content wins customers.
• Helpful content reduces support costs.
• Develop a Content Strategy.

The book will conclude with – The Case for having a CCO (Chief Content Officer).

The Content Pool is scheduled for publication in 2011.

About Alan J. Porter

Alan Porter has 20 plus years experience in corporate communications, marketing, and content development in both the UK and the USA. Alan is a catalyst for change with a strong track record in developing new ideas, embracing emerging technologies, and introducing operational improvements. He has been involved in the development and adoption of various industry standards, and is a regular speaker at industry conferences, blogger and Twitter addict, who is happy to talk communications to anyone who will listen. He is also a published author with several books, comics and numerous magazine articles to his name.

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