Content Strategy Insights Cruce Saunders: Content as a Valuable Enterprise Asset
Jul 2, 2024
Cruce Saunders, Principal and founder of Simple A, advocates for treating content as a valuable enterprise asset rather than a mere expense. He discusses the evolution of content from disposable to essential business knowledge and the importance of recognizing it on balance sheets. Cruce outlines methods for measuring content value and ROI, emphasizing the need for better accounting standards to include business content. He also addresses the competitive advantage of data and advocates for a collaborative approach to elevate content's status in organizations.
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Content Should Be Treated As Capital
- Content is often misclassified as an expense even when it delivers durable, ongoing value across quarters.
- Capitalizing such content treats it like machinery that is depreciated over time and reflects its lasting value.
Content And Data Are Core Enterprise Value
- Content and data form the root of enterprise value across experience, sales, and support.
- Many firms treat code as capitalized IP while still expensing the equally valuable content.
Capitalize Only Durable, Measurable Content
- Capitalize content items that provide ongoing, measurable value and depreciate them over their useful life.
- Use metrics like organic traffic, conversions, and cost displacement to estimate an asset's monetary contribution.