How to create an effective content marketing strategy

Are you looking to design and implement a new content marketing strategy? Not sure where to start or need help with your project? If so, then this article may be just the ticket.

When it comes to a core content marketing strategy, it can be broken down into the four key components of substance, structure, workflow, and governance. Now don’t get turned off just yet, as we’ll explain what each of these terms means and how to combine them to build a successful content marketing strategy.

Substance

The first of the basic terms is substance, which is self-explanatory. Substance refers to the type of content you require, such as the topics you will cover and the style of the content.

One of the areas to investigate in substance is what messages you are trying to communicate to your audience. Is this information geared towards attracting your business, or just to advise and help? Determining this will help you shape your content into an effective marketing or communication tool.

Structure

The next step is structure, which refers to how the content is arranged, 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’re creating internal communication between a team of employees, for example, you may want to ensure that communication metadata and planning is included, allowing all users to access, edit, and view the content as needed. .

Making sure essential infrastructure is in place will not only protect your content, but it will also make it much easier to access, collaborate, and use.

workflow

Third, at the core of our content marketing strategy is the workflow, which includes the tools used and the process in which content is successfully produced. Designating the necessary human resources for each type of content helps each user to know their task.

A good example of an efficient workflow is to divide your content into different areas and assign a certain area to a particular user or group, allowing them to have access and responsibility over everything in this sector. This allows for a greater degree of accountability and helps ensure quality is maintained and content is managed effectively.

Governance

Last, but certainly not least in our content marketing strategy quartet, is the imposing area of ​​governance. By having a broad summary, governance refers to how the top-level decisions of the content marketing strategy are made, along with how the various alterations are transmitted through the lines of communication.

Without an efficient governance system, the entire content marketing strategy is in jeopardy, as an accountability vacuum is created. Key decisions must be made and communicated effectively, quickly and efficiently.

By mastering the four principles detailed above, your content marketing strategy will put you in excellent shape for creating and maintaining high-quality content.