CHAPTER 9:
Content management
WORDS: ANDREW BIRMINGHAM
Achieving content-ment
ach
year
Telstra
runs
its
Vantage
conference
for
business
and
enterprise
customers.
Over 4000 guests attend
during the three days of
the event and between
them they consume as many
as 150 presentations.
E
It is a huge undertaking requirement
sophisticated oversight and a tight schedule
to keep the information flowing. But for a
company the scale of Telstra, it is barely a
drop in the content management ocean.
And of course the problem doesn’t end when the
lights are turned off after the last delegate has
gone home. If anything it is only getting started.
Every one of those presentations is a piece of
content that might fulfil another need at some
point in the future, says the Telco giant’s director
of segment marketing Andy Bateman.
It is a problem familiar to many managers in
corporate environments – content is king across
the board and not simply in digital marketing.
For anyone looking for a silver bullet solution to
the content marketing conundrum, Bateman has
a piece of cautionary advice. “There is no silver
bullet. You might think you can build a
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