In the last few months, several clients and prospects have come to me looking for ways to get more out of their content operations. This doesn't surprise me, since most companies don't have a very strategic approach to content. It too often lies isolated from key areas like marketing, IT and operations, even though it does sometimes interact with these groups -- or even is a part of them!

Because of my kooky background in operations, editorial and general business, I've always looked at content differently. To me, it's a supply chain that involves -- and influences -- many areas of the business. It's not just a bunch of writers and web designers pushing stuff onto the internet. It's an integrated, strategic channel that can be used to drive the bottom line.

Here's my idea for reforming (that's REforming, not reFORMing) the content operation. Take a look (click the image for a larger view):