Governance is an important part of the content marketing ecosystem that shouldn’t be ignored. A content strategy will only be successful if the right people and processes are in place to manage it. Many businesses have various stakeholders involved in their content marketing program, whether they’re from different departments, the C-suite, sales, marketing or PR. As the old saying goes ‘too many cooks can spoil the broth’, so it’s important to define roles, have a clear work flow, create documented guidelines and communicate everything to the team so your content marketing strategy is successful.
Building a robust content governance framework won’t happen overnight, but you can start structuring your content governance framework with these five steps.
1. Review current processes
If you have started out on your content marketing strategy, you might already have processes in place that aren’t yet formalised. Review what you are currently doing, assess what’s working well and what needs to be improved. It’s a good idea to get feedback from other people in the team about their experiences and opinions.
2. Define the content programme owner and roles
Assign ownership to either a person or defined team for the content marketing programme. The owner/s will be responsible for the success of the programme and will pull in different people for their expertise or approvals. You should also assign responsibilities to other areas of the business that may be involved in the content programme, and make sure they are willing.
Typical roles for a content marketing programme include content owner/s, strategic advisors and subject matter experts. You can define the work flow and the different people involved along the way.
3. Document new processes
Once you have brainstormed the processes, you should document the work flow, guidelines such as style and design guides, and content production and approval time lines.
4. Communicate and educate
With your processes documented, ensure you bring the whole team up to speed. Communicate the processes and provide training on any new areas the team members need to know about.
5. Test and learn
As with any new process, things might need to be refined or changed along the way. Stay agile and seek feedback from everyone on how things are tracking, whether the processes need to be changed and how the team can work more efficiently. There’s no point continuing with a plan that isn’t working well for all parties.
For more guidance on structuring your content governance framework, learn from the best with the Digital Governance ebook from the Content Marketing Institute.