Are you looking to design and implement a new content marketing strategy? Unsure where to start, or in need of assistance for your project? If so, then this article may be just the ticket.
When it comes to a core content marketing strategy, it can be split up into the four key components of substance, structure, workflow and governance. Now don’t switch off quite yet, as we will explain what each of these terms mean and how to combine them to build a successful content marketing strategy.
First up of the core terms is substance, which is fairly self-explanatory. The substance refers to the type of content that you require, such as the topics that you will address and the style of content.
One of the areas to research in substance is what messages you are trying to communicate to your audience. Is this information geared toward attracting their business, or simply to advise and assist? Determining this will help you shape your content, so that is an effective marketing or communication tool.
Next up is structure, which refers to how the content is organized, formatted and ultimately displayed. This is another term that can have a vastly different meaning, depending on the type of content you are creating.
If you are creating in-house communication among a team of employees, for example, then you may want to ensure that metadata and communication planning are included, allowing all users to access, edit and view the content as necessary.
Ensuring that the essential infrastructure is put in place will not only safeguard your content, but also make it far easier to access, collaborate and utilize.
Thirdly in our content marketing strategy core principles is workflow, which includes the tools used and the process in which content is successfully produced. Designating the human resources that are needed for each type of content helps with ensuring that each user knows his task.
A good example of efficient workflow is splitting up your content into different areas and attributing a certain area to particular user or group, allowing them to have access and responsibility over everything in this sector. This allows a larger degree of accountability and helps to ensure that the quality is maintained and the content is effectively managed.
Lastly but certainly not least in our content marketing strategy foursome is the imposing area of governance. Having a wide ranging brief, governance refers to how the top level decisions of content marketing strategy are performed, along with how the various alterations are passed down through the lines of communication.
Without an efficient governance system the entire content marketing strategy is in jeopardy, as there becomes a vacuum of responsibility. Key decisions need to be made and communicated effectively, quickly and in an efficient manner.
By mastering the four principles detailed above, your content marketing strategy should put you in great shape for creating and maintaining high-quality content.
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