Context of C.O.I.M

1. Content is king.
2. Conversation is content too.
3. Open conversation is authentic communication and is therefore trusted whether positive or negative.
4. Static content — the type often found on organisations' websites is only read by the owner/author and competitors.
5. Content is more than *marketing sentiments* and supporting images and downloadable stuff.
6. Listening is only useful when it's converted into actionable insights.
7. Actionable insights need to feed into business decisions.
8. Initial contact, engagement and conversation doesn't necessarily have to happen on your website.
9. Content needs to be placed *where the audiences go*.
10. Your website should be a subset of your content authoring and analytics activities.

Web content management in the traditional sense: I have some websites and I use an XYZ WCM to build them, will necessarily morph. WCM will enable content to be deployed to popular destinations. See sketch above. This is: Content Orchestration & Influence Measurement.

Tips and observations

1. Increase content creation effort. By how much? An order greater than the effort taken to select a WCM tool and create the look and feel.
2. Content orchestration takes insight, involve the views of audiences and people that use the Internet on a daily basis.
3. Current and accurate content is better than highly-polished and out-of-date, reduce the risk threshold.
4. If the feedback path doesn't exist, build it (see sketch above). There are more gains to be had from a campaign than just *sales leads*.
5. Overcome obstacles. I recently worked with an organisation that wouldn't use YouTube because IT policy blocked access. Tail-wags-dog!
6. Be holistic, be open, be urgent, be agile.
7. Regarding measurement: be imaginative with your data but don't imagine your data.