Deciding how to manage a large amount of content can be intimidating. It’s best to believe that you won’t figure it out right away, since experienced content marketers know that it’s a process prone to mistakes. Marketers and content creators want to strategize their content management in a way that gives them stability and limits unforeseen pivots. The first step to achieving that is making sure the fundamentals are covered. Here are a few strategies to give your content management a solid foundation to build from.
1) Map and Model
Mapping content means to understand and strategize how your content is targeted towards consumers. This includes considering different buyer personas and where the content lives during the customer experience and sales lifecycle. Modeling content helps to better define its details and provides context for its usage and mapping. Things to consider when modeling are how content is assembled, different types or formats, and metadata attributes.
Utilizing a system that can consider mapping and modeling, particularly metadata, can streamline both processes and help establish smart practices.
2) Establish Guidelines for Tone, Voice, Brand, etc.
Consistency is key! Make sure the voice and tone of your brand stays constant through explicit guidelines for producing content. Mistakes will occasionally happen in a team-based environment with multiple writers and content creators. A good way to avoid that is by centralizing your content to help keep everyone on the same page.
3) Measure and Analyze Your Content’s Performance
Outside of sale’s success, it can be difficult to tell how your content is being received by consumers. How much traffic is being driven by each new effort? Is your content in line with your SEO strategy? Give your content the appropriate amount of time to be accurately measured and analyzed, and develop better strategies around the findings.
4) Optimize Your Core Strategy
It’s very unlikely that the core strategy for your content plan will be figured out immediately. Just like with measuring and analyzing your content’s performance, your core strategy will need to develop and change as well. A stagnant strategy can prevent a company from staying keen on new innovations. By constantly optimizing, marketers can remain agile with their content management and stay ahead of their competition.