Content Strategy

Business Operating Frameworks

Kristina Halvorson

Kristina Halvorson

Brain Traffic
Content Strategy

Check out a free preview of the full Content Strategy course

The "Business Operating Frameworks" Lesson is part of the full, Content Strategy course featured in this preview video. Here's what you'd learn in this lesson:

Kristina reviews important terms about operating frameworks within organizations: Vision, Mission, Goal, Strategy, Objective, Tactic, and Target.


Transcript from the "Business Operating Frameworks" Lesson

>> So now we're gonna take several steps back, we're gonna talk about operating frameworks within organizations. Because this has a direct impact on your content, it's a real trickle down effect. So we're just gonna have a little lesson on strategy, okay? All right, so, I don't know if you guys recognize this, this is a pretty straightforward business operating framework, right?

I will say that maybe 10% of organizations that I work with actually have things like this in place, that are accessible or up to date. But I wanna walk through what these words actually mean, because I think that they can have an impact on how projects are framed up.

On how teams function together, how teams don't function together, and potentially even this is a framework I have seen people using their own careers in personal lives. So, okay? All right, so, when we talk about a vision, we are talking about an ideal future state. So, a vision might be a safer world for all, or safer homes for all.

A vision might be our products in every house, I mean, it is an ideal future state, okay? Emission is what we exist to do, so if I am a, I actually think I have an example here. So, but if I am a Home Security Product Manufacturer, what we exist to do is we exist to keep people safe with home security devices.

That's why we exist, okay? Make sense? Okay. Goal is a long term measurable outcome, this is not like some clicks on a tweet, or even like number of followers. This is a long term measurable outcome that has a direct impact on the success of our organization. Or it might be a direct impact on the success of our longer-term project, for example, okay?

So our goal is not get 50 subscribers for our newsletter, our goal is raise our revenue by 5% or decrease content operating expenses by 5%. Or achieve user satisfaction rates of 95%, for example, okay? So this isn't anything that we can accomplish in the next three weeks, this is a longer-term thing.

Okay, our strategy is what we decide upon as a key initiative to create meaningful change, all right? You might have multiple strategies within a project or an organization, but it has to be a larger initiative, that is meant to get us closer to fulfilling our goal, okay? An objective is a shorter term measurable outcome, a lot of times objectives are what frame our prior shorter term projects, or our collection of projects.

So, this is a shorter-term, a longer-term strategy might be to move CMSs, right? Replaced the CMS over the period of 18 months, for example. A shorter-term outcome would be vendor selection, for example, okay? Makes sense? Which is still gonna take us three to four months. A tactic is the activities that we engage in to achieve our objectives, all right?

So a tactic might be to increase revenue by 5%, one of our strategies might be to conduct. I have examples, [LAUGH] I'm sorry, I'm blinking, but a tactic might be to post blog posts every other week, for example, that's a tactic that's not a strategy, okay? And then a target is whatever your metric for success is, you'll usually have multiple targets.

Learn Straight from the Experts Who Shape the Modern Web

  • In-depth Courses
  • Industry Leading Experts
  • Learning Paths
  • Live Interactive Workshops
Get Unlimited Access Now