You must become an accountable content organization

If you’re in health care, like most of our clients at Creekmore Consulting, you are already familiar with the term “accountable care organization.” ACOs have become a hot topic in health care — last year’s health care reform bill really promotes the idea that health care organizations should be reimbursed based on the effectiveness of treatment, not just on the fact that they provide services. Health care providers are now working to figure out the best ways to demonstrate the effectiveness of the care they provide, so that the government and insurance companies will pay them.

We see a related [though thankfully, very, very rarely life-or-death] issue in our content strategy work: The need for accountable content.

Accountable content starts with a business goal. [Just a quick note to say that your problem is not a good definition of your business goal. For instance, your problem is that your help content is hard to keep current and no one uses it. Your business goal is creating useful help content that reduces call volume by XX% this year.]

It’s too simple to say that everything else flows from the business goal, but it’s true. You have to make every decision about your content through the lens of your business goal. Should you write your own content? Should you license it? Should you hire a freelancer or seek a long-term relationship with a content development firm? Who will approve and manage the content? What kind of technology will you use? How will you measure the results? You’ll give better answers to every question with the business goal pasted on the wall.

We’ve worked with many organizations through the years that do not realize how much content they’re already managing, and the overhead they’re already putting into the process. Very few organizations don’t have content. Most don’t have the right kind, or don’t manage what they have well. The real opportunity sometimes comes in the ability to narrow down your content-under-management to only what truly serves your business need.

Is your content accountable? Is it working for you? Or are you working in service of your content?

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