18 May Effective Content Marketing – Part 2 of 2
3 Steps: Readiness, Relevance and Results
In readiness, we are thinking about how an organization becomes truly fit and ready to manage content marketing efforts. This is an assessment of capabilities and some kind of roadmap forward regarding opportunities and improvements if there is an appetite. Readiness usually impacts technology platforms, governance models and sometimes changes to how an organization operates. Stories are different than ads. They may take a different structure.
For relevance, we’re focused on publishing what’s valuable based on known behaviors and need states as well as context. What’s going on here is almost folding a direct response work todays responsiveness into an editorial plan that’s aligned to aforementioned themes and place in lifecycle. This also takes a governance structure organized to act quickly on real time or near real time measurement data.
Results are really about improving performance of multiple points in market. Not all individual results will be stellar when you press Go. Have the right measurement models in place that help understand performance of themes, stories and media channels. This allows for optimizing each story topic, theme and digital destination based on effectiveness and waste.
The way we benchmark performance is to break story organizations down into operating components: storytelling, contextual planning, multi-platform publishing, technology integration, governance and data.
Evaluating storytelling means we are looking at theme design and stories as sharable conversation. It’s about how well the editorial calendar aligns to human intent and business goals. There should also be a review of the rapid ideation and visual storytelling capabilities.
Contextual planning looks at how well the human experience and interaction with brands is understood. This is about how well the persona is crafted as a story consuming human. There is a review of the experiences, has participation been defined and to what end.
For us, multi-platform publishing is more than the CMS. We look for an omni-channel editorial calendar with clear roles for each touch point defined. There is a wish to see an editorial planning that’s merged with traditional media amplifying paid as well as driving earned and owned media efforts.
Technology is evaluating your stack across the whole workflow. The generative side includes content managing and publishing as well as editorial asset tag management and flow throw a system. On the measurement side, we’re looking for the right mix of cross channel analytics for your business performance.
In governance we look at the rules and people behind the operations. How stringent is your editorial policy; how many reviews by whom? How fast can you react to an event in the world that impacts your organization – minutes, hours, days – and is this the same for social? In the end, it’s a right resource and capacity management review.
All of this is nothing without data measurement. Listening and monitoring tools assess performance are key. From that data how fast can the organization optimize around positive data sets. And then can we actually quantify monetization of certain assets and artifacts created.
Every day the game changes. Twenty percent of searches on Google are brand new phrases. Organizing by story, adding a story layer that knits together new platforms, content providers, and brand communications with themes will keep you relevant and motivate people you are interested in having a relationship with.
To learn more about how Trade can assist your organization, contact 404-900-5592
To contact the author
Rick Shaughnessy, Partner