Are you looking to design and implement a new content marketing strategy? Don’t know where to start or need help with your project? If so, then this article may be just the ticket.
When it comes to a basic content marketing strategy, it can be broken down into four key components: substance, structure, workflow, and governance. Now, don’t turn off just yet, as we’ll be explaining what each of these terms mean and how to combine them to build a successful content marketing strategy.
The first of the basic terms is substance, which is pretty self-explanatory. Substance refers to the type of content you need, such as the topics you’ll cover and the style of the content.
One of the areas to essentially research is what messages you are trying to communicate to your audience. Is this information intended to attract their business or just to advise and help them? Determining this will help you shape your content, making it an effective marketing or communication tool.
Next is structure, which refers to how content is organized, formatted, and ultimately displayed. This is another term that can have a very different meaning, depending on the type of content you are creating.
If you are creating an internal communication between a team of employees, for example, you might want to make sure that the communication metadata and planning are included, allowing all users to access, edit, and view the communication. content if necessary.
Making sure the critical infrastructure is in place will not only protect your content, but also make it much easier to access, collaborate, and use.
Third, the core principles of our content marketing strategy are the workflow, which includes the tools used and the process in which the content is successfully produced. Designating the human resources needed for each type of content helps ensure that each user knows their job.
A good example of an effective workflow is dividing your content into different areas and assigning a certain area to a particular user or group, allowing them to have access and responsibility for everything in that area. This allows for a greater degree of accountability and helps to ensure that quality is maintained and that content is managed effectively.
Last but certainly not least, in our quartet content marketing strategy is the overwhelming area of governance. Having a broad mandate, governance refers to how high-level content marketing strategy decisions are made, as well as how various changes are transmitted across the lines of communication.
Without an effective governance system, the entire content marketing strategy is at risk, because there is a vacuum of accountability. Key decisions need to be made and communicated effectively, quickly and efficiently.
By mastering the four principles detailed above, your content marketing strategy should put you in top shape to create and maintain high quality content.