Learn techniques to get stakeholders on board with your project 👉 Free Webinar 🌟

Content Strategy

Stop talking about your content!

Robert Mills • 1 minute

The eleventh video of ourContent Strategy Advent Calendar, starts with some bold words from Gerry McGovern.

Stop talking about your content! What should we be talking about and focusing on instead? The answer is in the video, of course …

🗣 Stop talking about your content!, from @gerrymcgovern

Video transcript

Stop talking about your content. Every time you want to talk about your content, talk about your customer instead. Focus on what they want to do, not what you’re doing. In organisations we spend far too much time concerned about our activities and our objectives. Whereas what we should be focusing on, if we want to deliver excellent customer experience, is what the customer wants to do.

Focus on the outcomes of the customer, what the customer is able to achieve, what the customer is able to do. Rather than what you are able to produce.

Too many organisations are fantastic at producing vast quantities of content that nobody is remotely interested in reading.

So how do we solve that? By focusing on what our customers genuinely need. So focus on your customer, not on your content.

About Gerry

Gerry has published six books about the need for customer-centricity in the online world. His latest book, Transform, explains why digital transformation is far more about culture change than technology change. Gerry has spoken and consulted on online customer experience in 35 countries. His company, Customer Carewords, specializes in helping large organizations (such as Microsoft, Cisco, European Commission, and VMware) deliver a better customer experience online through focusing on making the top customer tasks easier to find and simpler to do.

🗣 Stop talking about your content!, from @gerrymcgovern

Free Online Masterclass

Content Strategy & Delivery

Kristina Halvorson

Anyone who struggles with content consistency and efficiency—and who doesn't?—will greatly benefit from this course. If you want to get smarter about content planning, creation and delivery, start here.

Kristina Halvorson

CEO & Founder, Brain Traffic

Reserve my place

Brand new book

Download your free Kindle, ePub and PDF copy

iPad with Content Delivery cover

Easily organise and produce content for website projects

Start your trial now
Mark McClendon
Our content processes used to involve an ineffective mix of spreadsheets, documents, and a slew of file storage solutions. With GatherContent we've solved all of those problems and more. Mark McClendon — Partner & Executive Director, VML

Late content from clients will delay projects and website launches

Content challenges and inefficient processes result in bad outcomes for your agency’s projects, letting down clients, delaying projects and losing you money.

See how agencies use GatherContent

Get the most from GatherContent

Book a free 30 minute call with one of our team to help you get set up with GatherContent and answer any of your questions.

Book a 30 minute call

About the Author

Robert Mills

Content Strategist, GatherContent

You might also like these posts…

© GatherContent 2018 WeWork, 2nd Floor, 115 Mare Street, London E8 4RU, United Kingdom. VAT No.: GB140105279. Company No.: SC400199