Content is the prime driver of success in any organization. No wonder marketers and business leaders stress out when it comes to producing and distributing content.
But creating a content culture with a cohesive workflow can be the solution to all their content-related problems. It will also help them make the desired impression on their audience, prospects, or customers.
So, if you also wish to build a strong content marketing culture in your organization, here are seven crucial elements to include.
Create a message architecture by combining all your content across different digital channels. Use it as a guide to align the content with your business objectives and customer needs.
In the message architecture, put your company’s vision and core objectives at the top. The middle of the architecture should include product marketing messages, persona targeting, audience profiling, and so on. Lastly, add message validation and proof points to the bottom.
2. Content Objectives
Connect each content piece with an objective. The objective can be reaching a specific target audience, evoking interest in potential customers, promoting initiatives, boosting sales, or building registrations. No matter what you choose, ensure that the content objective aligns with the best interests of your business and the audience.
To know if your content goals align with your business objectives, ask yourself if the content brings any value to your KPIs (Key Performance Indicators) or the entire company. Similarly, to know if the goals line up with your audience’s objectives, see if the content serves them any purpose. If you find that it doesn’t, you need to work on them or your outcomes will fall flat.
3. Content Marketing Roles
Most business and marketing leaders define the content marketing roles before creating the message architecture or establishing content objectives. However, what they should do is just the opposite. Defining roles beforehand may lead to business inefficiency, overlap, or turnover.
Besides, when you define the roles, make sure to establish a high-level job title first. The person with this title will be solely responsible for leading the content strategy or maintaining a good content marketing culture. For the rest of the roles, choose people based on their skillset.
Create separate workflows for each team. Every team should have a designated person to take over the task of documenting the content workflow. This person will not only be responsible for creating content but also for managing the post-production tasks.
Finally, let all the designated people from different teams come together and help each other understand their respective workflows. This way, everyone would have a good understanding of the work processes.
Create a common area where different teams get together to know about the various types of content your company frequently produces. It can be blog posts, newsletters, case studies, whitepapers, research reports, presentations, infographics, or webinars.
Now, for each content type, give the needed guidance to all the team members in the form of a brief, short description, sample of a finished piece, or a fill-in-the-blank template.
When there’s a strategic process in place, content teams tend to produce content with authority, i.e., without an approval system. But as a business leader, your goal must be to create a content culture that has an appropriate approval system.
So, make sure you’ve got the right people to carry out the content approval task. It will help you reduce content waste.
7. Tracking & Measurement
Tracking and measuring outcomes is more than crucial in any organization. It helps you understand if the efforts you are putting in are productive or not. But do know that the results you’re measuring must line up with your content objectives.
Track your audience’s behavior and learn what they do after consuming your content. Does your audience offer feedback, sign up for a demo, or do something else? Plenty of tools and platforms are available out there that can help you to track these behaviors.
To build a strong content marketing culture in an organization, everyone in the team must work in the same direction. So, start including these seven actions, and you’ll create a content culture that works.