7/27/2019 Archeological Content Dig Creative Brief
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for Interactive Business Strategists
CONTENT DIG & INVENTORY PAGE 1
Defined:An archeological
content dig, or content
inventory, is the process
of unearthing, collecting,
organizing, and in some
cases, reviewing and
prioritizing past and
current content within an
organization.
In many companies,
particularly those with
several key departments,
each department tends to
go off and create content
on their own, to serve
individual objectives. This
becomes problematic if
there is a lack of
communication around
departmental contentdevelopment. A content
dig spans departments
and adds transparency to
content within a
company.
C R E A T I V E B R I E F
Archeological Content DigCultivating Value in Past and Current
Assets
This creative brief is a high level overview of goals,
objectives, and processes behind an archeologicalcontent dig
designed to inform and improve content strategy and brand marketing
initiatives. It is an
early and unique element of an accelerating content marketing
industry, strategy and approach.
Content inventory documents the current content and content
support plans for a company or brand
positioned against opportunity for growth and what it may look
like in the future, lending to and
spurring ideas that will help increase viral reach, deepen
customer loyalty and position our clients as
the unique and innovative companies that they are. All of these
elements, in turn, facilitate movement
through the sales funnel and buying process.
OVERVIEW
Consistently creating
compelling content
drives people to
interactive properties,
increasing
opportunities for
potential sales and
building a library of
online assets withlong-term value. Yet, a
lack of content and
difficulty with content
creation are cited as the top two hindrances in deploying an
effective content strategy. However, most businesses have
more content than they realize; the key to which is an
archeological content dig.
The primary purpose behind a content dig is to unearth and
leverage unknown assets and buried resources to reach and
convert customers and fill holes in current and future
content,messaging and brand positioning. These resources and
may
come in the form of:
Tangible content like presentations, reports and sales
collateral.
Intangible assets like human resources, knowledge and
stories.
Earned media content through customers or partners.
by ENVANO INTERACTIVE
7/27/2019 Archeological Content Dig Creative Brief
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FEBRUARY 2013
CONTENT DIG & INVENTORY PAGE 2
STRATEGYAn archeological content dig starts with the discovery
and gathering of content in the Marketing
Department, eventually fanning out to address each primary
corporate area of focus, including but not
limited to Sales, Customer Service, Human Resources, Operations,
etc. Once the majority of relevant
content is collected, it is organized and prioritized before
review to identify holes. This exercise isbeneficial on many
levels.
It will aid in the development of the branded site designs,
re-designs, or maintenance. Following
a content first methodology is key to effective responsive
design, production and appropriately
communicating key influencer content to a target audience.
It quickly and easily provides new content for social media
engagement.
In many situations, it spurs new ideas for promotions, sales
opportunities, market penetration
and process refinement.
In reviewing all gathered content, Envano will perform a high
level analysis of the content inventory,
documenting content type, objective, key messaging, source
material, and priorities for moving
forward.
An allied practicea content straudiment, a combination of audit,
assessment, and strategyis the
process of fully evaluating that content. A content inventory
and a content straudiment are closely
related concepts, often conducted in tandem. A content
straudiment takes more of a strategic
approach, identifying specific opportunities and outlining
additional content characteristics like:
content ROT, current style guides, content readability, search
analytics, channel requirements, content
owners, workflow and timelines, content integrity, translation
and accessibility requirements.
In addition to whats previously mentioned, content may include
but is not limited to: case studies,
photos and video, white papers or position papers, checklists,
questionnaires, supporting research,
blog posts and vlogs, podcasts, audio, articles, reviews, news
stories, print collateral, intangible storiesor processes and other
concept or content visualizations.
Envano offers value in the process associated with an
archeological content dig. We are the tools by
which you find, dig, unearth, and purify the content; which in
turn fosters additional engagement and
thus, generates further content and opportunities. Such
initiatives are better tackled by individuals or
firms with an outside in perspective, rather than internal teams
or employees entrenched in the
company, day to day, and often blind to internal content value
or opportunity.
Think of it as you would any precious natural element. There is
no value in gold, oil, or natural gases
in their state within the ground. It is not until you dig in,
hit the vein, and mine for quality that you
bring about value - and rapidly. Organizations have the same
opportunity with an archeological
content dig.
Content can come in the form of presentations, vision
statements, value propositions, corporatecollateral, videos, email
newsletters, research reports, event materials, flyers, customer
letters and
more, existing both within the company and its periphery. There
is great value and opportunity in
taking an inventory of your assets and aligning them to an
overarching content strategy.
