Content is crucial to the success of any department since it is the engine driving all messaging aimed at the public for the organisation. It makes sense that tension would increase when it comes to the creation and distribution of information, given the variety of objectives to be met.
Your company’s material may become jumbled and unclear due to apparent conflicting priorities and a disconnected operation. And it is absolutely not the impression you want to leave on audiences, such as potential customers, brand enthusiasts, and devoted clients.
The complexity of content operations increases with the size of your firm. Most businesses don’t have an “owner” team for all materials. It is possible that all interested parties are participating, each with specific content purposes and goals:
- In order to improve their support program materials, customer service employs content to educate customers and offer self-serve options.
- For the SEO team to generate highly motivated organic traffic centred around pertinent keyword phrases, content must rank well in Google and other search engine results.
- Demand generation experts want to see engaging content spread across all platforms to generate more interest in the company and its products.
- The visibility that promotes brand recognition, thought leadership pieces, and material that establishes authority are what PR professionals seek out in order to secure interviews and media placements.
- The product team is excited to present the advantages and features of this fantastic solution they have developed.
- Sales needs case studies, product papers, and other supporting materials to close deals.
- In order to help them in their search for new talent, HR and Recruiting need the company to develop content about corporate culture, employee satisfaction, and new opportunities.
Everyone must work together to create a culture around content marketing. The following items ought to be established and documented in a perfect content culture driven by a consistent process:
- aims for the content
- roles in content marketing
- content management
- content direction
- approving content
- Content outcomes
1.Construct a message “house”
By creating a message architecture that serves as a roadmap for coordinating content with both consumer needs and corporate goals, you can unify content efforts across various digital platforms. It could be beneficial to design your message architecture as a house:
- The umbrella statement is shown on the roof of the house. It synchronises information with the company’s mission and primary commercial goals.
- Core message building pieces, such as audience profiling, persona targeting, and content and product marketing messages, make up the midsection of the house.
- The foundation of the house is made up of evidence points and message validation.
2.Identify content goals
Marketing executives must connect every piece of content to at least one purpose while keeping the message architecture in mind. Of course, content goals need to be related to both audience and company goals.
- Business objectives: Recognize the contribution that the proposed content will make to the organization’s overall objectives and key performance measures (KPIs). For example, how many leads are required, for instance, if the objective is to boost sales by X percent? And how might content be used to produce X number of leads?
- Audience goals: Your material must have something to offer the target audience. Content results won’t be successful if you don’t understand what your audience wants to achieve. Produce information that is helpful and encourages readers to take appropriate action toward their goals.
The suggested content types for each team are based on the content objectives. Your greatest content kinds, for instance, could be films and infographics to increase brand awareness. You must employ SEO insights to comprehend content preferences in order to produce webinars, emails, and white papers that will increase demand. If you want to influence a larger audience, go for contributed bylines and thought leadership pieces in industry journals.
According to this graph, which shows results from 65% of results over billions of keywords, content preferences vary by industry. For instance, compared to education, home renovation, banking, travel, and e-commerce, health care had a larger percentage of “rapid” answers. At the same time, about 80% of the results for the finance sector are normal web listings. Local three packs are more common than in any other industry listed in the ecommerce sector.
3.Define roles and build a culture
You may only specify content marketing responsibilities after you’ve created your message architecture and determined your content objectives properly. Many businesses prematurely define the positions, which leads to overlap, inefficiency, and turnover.
If there is to be a coherent culture in which many stakeholders own content, roles need to be defined by marketing and business leaders. Joe Pulizzi, the founder of the Content Marketing Institute, lists potential roles:
- Director of content
- controlling editors
- content producers
- content creators
- Director of listening
As shown in this figure, culture is at the core of expanding content within your company, surrounded by the four steps of the process attributes: audience-centric, objectively driven, process-oriented, and built to measure.
When you define your roles, whatever names you may give them, establish one high-level role (chief content officer or an equivalent) that is responsible for leading content strategy when you define your roles. Even when content owners are decentralised, this function establishes, upholds, and improves the processes throughout the content teams (not all reporting to the same person).
This high-level position is crucial because a successful content marketing culture demands standardised procedures and a unified messaging framework. According to Lisa Welchman, it requires cross-functional “standards and methods” of governance. Furthermore, someone must be in control of those matters. The person in that role needs to figure out how to “matrix manage” across those teams if they don’t all directly report to them.
Thus, content stars might emerge within each team, those who are most likely to contribute to the success of the content marketing strategy within their respective fields of expertise. Define all positions in accordance with the distinctive skill sets of your workforce, taking into account any number of hybrid skill sets emerging from disciplines like SEO, thought leadership content, and public relations.
5.Establish guidelines for producing important sorts of content
Establish a location where teams can easily familiarise themselves with the many sorts of material that your company regularly produces, such as webinars, case studies, white papers, videos, research reports, newsletters, blog posts, infographics, and presentations.
Offer all teams the following types of advice for each regularly produced content type:
- brief explanation (one or two sentences)
- Specifications (content brief)
- examples of completed items
- a blank template with instructions that take users step-by-step through each component of that content type
6.Establish a framework for content approval
When the process is strategic, content teams may eventually be able to produce content without requesting permission. This is what a successful content culture aims to achieve. For instance, the message house described in the first stage aids in preventing challenges to approval.
Make sure that the appropriate individuals approve your content if you haven’t gotten there yet. Without a sufficient approval mechanism, you risk producing content that is pointless or completely off-topic, created merely for the sake of producing content, does not reflect the brand, and has little to no effect on your target personas. You might as well stop bothering in that case.
7.Evaluate and monitor outcomes
Someone must monitor and track results for your business to determine whether what you’re doing is effective. Your content objectives must be connected to the metrics you use (as described above).
You need to figure out how to gauge what your audience does after reading your article. People might provide input. They might register for a demo. Perhaps they do different actions.
Tracking behaviours and utilising SEO platforms and solutions that support performance in line with your company’s KPIs are ideal.
Despite how challenging it can be, marketers need to start being more scientific in their analysis of performance and financial value if they want to continue investing in content marketing.
Establish the culture, and success will come.
The right people with the appropriate experience create the right content that appeals to the right audience in a content marketing culture that works. Customers achieve more of their goals, departments coordinate their content efforts (even though they operate independently), and the firm is better at meeting its KPIs.
Your business is well on its way to creating a successful content marketing culture if you implement these seven steps.