Within the earlier article, we mentioned the three core pillars of content marketing strategy. Very similar to the 4 Ps of promoting, these three pillars include the sum of all actions that will likely be carried out as a part of a content marketing approach.
So, the very first thing we have to do throughout the Function class is to outline the core actions (or obligations) which can be inside these pillars.
Within the easiest of phrases, how will we handle the “content material lifecycle” from ideation throughout to measurement? That is going to assist us perceive this “depraved drawback.”
After we take into consideration how we’re going to allocate all of our time, sources, and many others., we wish to categorize issues.
In our private lives, these classes is likely to be work, way of life, or household. In our enterprise lives, they is likely to be through divisions, advertising and marketing, gross sales, product, human sources, accounting, and many others.
So as to make a plan for the way we’ll accommodate all of the actions that should be carried out as a part of our content material advertising and marketing technique, we first must determine what they’re – categorize them.
Inside every of the three pillars, a six-step lifecycle for content material makes up the classes of obligations that should be utilized. However now we will see how the three pillars of content material align with a really linear content material lifecycle course of.
As you may see within the picture, every of the six obligations flows via the three pillars from coordination of content material, via operations, and in the end into our portfolio of experiences.
And, after all, our new content material workforce gained’t be answerable for all of them throughout all three pillars.
So, we begin by defining them (and what we’ll and gained’t be answerable for) as our Function – throughout the Content material Coordination pillar. The six accountability classes are:
1. Technique: Planning And Prioritization
As with every communication, strategic content material is deliberate and prioritized. Not all ideas for content are good, and most must be mixed with others.
So a key first step within the content material lifecycle is a coordinated exercise of cross-functional planning, useful resource allotment, and prioritization for content material.
2. Create: Content material Meeting And Enhancing
One of many largest challenges within the content material lifecycle is separating the concept of content material creation (the uncooked content material) and manufacturing of the designed belongings (the containers).
However it is a obligatory break up to make sure that nice content material might be re-packaged and re-used throughout a number of layouts and designs.
3. Produce: Design And Manufacturing
As soon as content material has been created and manufacturing will get underway, you need to have a planning course of to handle that work.
That is the exercise of designing and producing all the containers for content material that must be created.
4. Merchandise: Scheduling And Distribution
Consider this as inside distribution of the content material produced.
When you’ve got deliberate properly, you might be creating numerous belongings from huge concepts, and your publishing schedule appears ahead, not behind.
In different phrases, since you’ve been planning, you’re doubtless finishing belongings that will not be revealed for weeks and even months. This accountability is the interior distribution planning and lifecycle.
5. Activate: Publishing And Promotion
Whether or not you’re a workforce of 1 or 100, it is best to develop activation plans as a part of your content plan.
After content material is revealed, it is a query of not solely a “advertising and marketing plan” however of all of the content material and belongings which will should be created as a part of a advertising and marketing plan for different content material belongings.
6. Measure: Analytics And Perception
Who’s wrangling and dealing the decision-making course of for the way you’ll decide measurement?
It’s about making a planning and ongoing administration course of.
- Who’s answerable for monitoring the metrics?
- Who’s accountable for getting the numbers?
- Who will likely be consulted?
- Who must be knowledgeable about them?
So – with these obligations in thoughts, the query then turns into the way you delegate (or assume) every of those six obligations throughout every of the three completely different pillars.
Is one workforce dealing with all the obligations throughout all three pillars, or are a number of groups dealing with a number of the obligations and outsourced companies dealing with others?
Or are all groups dealing with all the obligations as separate silos?
It’s a call to make. There isn’t any proper one.
And don’t fear – you might be constructing to vary, in order issues evolve, you might resolve to vary from one to a different.
The vital factor is to make a acutely aware resolution about every.
Keep in mind, these are actions that you’ll continually handle, not tasks that can not be undone.
This text is an extract from the guide “Content material Advertising and marketing Technique” by Robert Rose ©2023 and is reproduced and tailored with permission from Kogan Web page Ltd.
This text is the primary in a sequence of three on Search Engine Journal that delve deeper into the ideas mentioned within the guide. We’re additionally excited to announce that the guide will likely be formally launched on September 26, 2023.
As a token of appreciation on your readership, Kogan Web page Ltd. has generously shared a 20% low cost code solely for Search Engine Journal readers. Should you’re eager about buying the guide, please use the promo code CMS20 at www.koganpage.com/content-marketing-strategy to redeem it.
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