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Had a really interesting conversation with @eaton today about everyone's favorite thing, content.
I'm trying to figure out how to structure and focus the work of a cross-functional team that includes both SMEs and communications experts.
There's so much out there about content - but it's nearly all focused on content marketing, which is not what this team is producing.
I'm talking about, as @eaton so succinctly put it, Content As Product. The kinds of things your audience would seek out for its intrinsic value. NOT the marketing content that wraps around it when promoting/distributing through various channels and tactics.
I'm talking about the *stuff* that is the reason for your existence when you are a knowledge and education-based organization.
I can't figure out the right search phrases to see if others have been here before me. Surely they have, right? Surely these questions of how to strategically prioritize content topics, how and at what point to decide format and distribution of content,
how to manage a pipeline of content, how to keep the SMEs doing what they do best while also providing the feedback they crave about when and how pieces will be produced and distributed,
how to keep a team of "doers" functioning at a more strategic level in meetings while keeping everyone on track getting the production done outside of meetings,
how to manage a team of peers who all have other full time responsibilities and these new roles are in addition to their daily jobs... someone else HAS to have figured this out already?
Unfortunately, any search terms I can think of are so polluted with marketing content (a different thing) or UX/website content strategy (also a different thing) or software product development (also a different thing) that I can't find insights I know must exist.
Anyway, today I had time blocked off to work on this and I will continue to do so, but as evidenced by this thread it's proving a tough nut to crack.
I might keep this thread going as I work through this over the next few days/weeks. Feel free to mute this thread if this is not your jam. First, because I think in structures and systems: what are the different levels of work in the resource/content development process?
My goal is to figure out where my team should be focusing our work and what should be handed off to/informed by existing teams (and how to make that happen efficiently). This is very rough, please don't critique too hard, leaving for today to go make dinner. 
(I should add that this is in the context of a rapid-response-turned-longer-term solutions team pulled together in response to the pandemic and not our organization-wide content strategy, but it may model how we approach content in the future)
