ID Number: G00238471



Maverick* Research: Content Value Optimization: Generating More Relevant Content at a Lower Cost
20 September 2012
 
Guy Creese  

In today's information economy, enterprises must deliver relevant content at a low cost. Content value optimization (CVO) is a feedback loop and discipline that makes that possible. (Maverick research deliberately exposes unconventional thinking and may not agree with Gartner's official positions.)





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Table of Contents

Contents
  • Summary of Findings
    • *Maverick Research
  • Analysis
    • Why Is Content Value Optimization Needed?
      • Happily, We're Winning the Small Battles
      • Now We Need to Be Victorious Across a Broad Front
      • We Optimize Products, Processes and People … but Not Content
      • Definition of Content Value Optimization
      • Why Is CVO Poised to Take Off?
      • However, Issues Remain
    • How to Perform Content Value Optimization
      • Target a High-Value, High-Volume Information Distribution Process
      • Decide on the Content Life Cycle Profile for That Process
      • Using the Profile, Pick the Channels Needed for That Process
      • Understand Channel Usage
      • Optimize the Processes and the Channels for the User Tasks
    • What Are the Content Value Optimization Fundamentals?
      • CVO as a Discipline
      • Developing a CVO Platform
    • CVO Strengths
      • Helps Optimize the Enterprise's Content Processes
      • Champions the User's Point of View
      • Forces an Enterprisewide Understanding of How the Enterprise Communicates
    • CVO Weaknesses
      • Users and Information Workers May Rebel at CVO Tracking
      • The System Support for CVO Is Spotty
      • CVO Is Often Imprecise and Full of Gray Areas
  • Recommendations
    • Deal With Privacy Laws and Concerns
    • Target High-Value, High-Volume Distribution Processes
    • Analyze the Problem From Multiple Viewpoints
    • Adopt a Cross-Enterprise Approach
  • Recommended Reading
  • Notes
Tables
Table 1.
Demands on Channels
Figures
Figure 1.
Content Value Optimization Systems and Value
Figure 2.
Content Profile for an Airplane Flight Manual
Figure 3.
Twitter Characteristics
Figure 4.
Paper Characteristics
Figure 5.
Wiki Characteristics




© 2012 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner's research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.




Resource Id: 2170916