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4 Ways to Get the Most From Your Content Marketing Operations website development company in dindoli
Here are the five must-have, low-tech concepts you need to focus on in the rest of 2020 and beyond.
1. An editorial resource center
You need to document your why. Why do you create content? What are your goals? How do you operate in a way that’s disciplined and scalable website development company in dindoli?
The act of writing these things solidifies your vision and unites your team under a single purpose. And by making those documents easily accessible, you enable everyone involved in content to execute on that purpose with clarity.
Your resource center should include:
A content marketing strategy:
The most successful content marketers are 4.9 times more likely to have a documented strategy compared to the least successful marketers, according to the latest findings. Your strategy document crystallizes your why. You may not refer to it daily or even weekly, but team members can take a deep dive to understand your audience, personas, buyer journey, and content goals. (You’ll find good advice about how to document your strategy website development company in dindoli.)
A content planning framework:
A content framework is a cheat sheet for understanding what types of projects you should greenlight. Back in 2016, Dusty DiMercurio from Autodesk explained they use the organizing mantra of head, heart, and hands as their content framework. “Head” content was future-looking thought leadership content authored by executives. “Heart” encompassed inspiring stories from customers. And “hands” was content with a more practical bent. Summarizing your content portfolio succinctly is particularly valuable when signing on thought leaders and other subject-matter experts to contribute their knowledge to your content program.
A creative brief template:
For some organizations, this template is supplied by their content development platform, but in most cases creative briefs are homegrown documents created to outline the topical focus of the content piece and provide creators with pertinent details on its intended voice, style, format, and distribution channels. An informative brief should also include summary information about your company’s (or your client’s) mission, its target audience, content purpose/goals, main topic, keywords, and deadline website development company in dindoli.
An editorial guide:
Which style guide should your writers rely on (AP? Chicago Manual of Style? A customized version)? What tone of voice and personality should your content emulate? An editorial guide helps writers understand the audience they’re writing for, special language considerations, and even preferred formatting and visuals.
2. A well-defined content ideation and review cycle
High-performing content teams always seem to have an abundance of valuable content ideas at the ready, as well as the ability to develop and deploy those ideas seamlessly. It’s an enviable goal for all content marketers, but it doesn’t happen magically. It takes a sound process and ongoing optimization effort to pull off consistently.
Rachel says defining the content ideation and review cycle depends on the specifics of your company’s program, including your publishing frequency. But you must define it. “It sounds very basic but having that discipline in place kept me sane and let us produce high quality at volume,” she explains.
3. Clearly established metrics
While most content marketers equate metrics with technology, it’s still important to step back from the laptop (no really, step back from your laptop) and simply define how – and how often – you plan to use performance data. What metrics matter, how often do you need to view them, and when should you apply the insights you receive from them? The answers, of course, depend on your company goals, your publishing tempo, and your available resources.
For example, Rachel says she aims to look at higher-level metrics, such as traffic and lead flow, every month. In addition, she consults the “in-the-weeds” data from Google Analytics at least weekly.
4. Team energy reserves
Lastly, let’s talk about work ethics and feeling overworked. We may jokingly refer to the work being created through an “engine,” but we all know it’s real people – not mechanical gears, carburetors, or pulleys – that keep our content marketing pipelines fueled and functioning. If we don’t allow ourselves and our team members to recharge our mental batteries, we put both the quality of the work and marketing performance at risk.