9 tricks to higher optimize your content material operations
According to Content Science Review, “Content Operations is the work behind the scenes to manage content activities as effectively and efficiently as possible. Content operations often require a mix of people, process, and technology elements.
In the current, uncertain environment, marketing directors responsible for content operations need to understand a confusing, overlapping, and rapidly changing ecosystem. Regardless of the person responsible, Content Operations is responsible for the organization, production and management of content by integrating people, processes and technologies.
As a result, content operations have become a must for businesses that want to get the best content at the right time and at the right size. Often, however, content operations are swept under the rug and sandwiched between the roles of content strategist and content manager. To get a better understanding of content operations and optimize your content operations, we asked the experts and they offered these 9 tips to optimize your content operations.
Identify gaps in your content operations
When you identify gaps in content operations, you determine which services are missing, which services need to be developed, and which services are not even needed.
According to Maciej Duszynski, Senior Content Manager at Tidio in Sczencin, Poland, “The best way to find the weaknesses in your content production process is to monitor your content KPIs. If your results are far from satisfactory, it has to be give a bottleneck. ” to solve.”
Related article: How to Unleash Your Omnichannel Content Strategy
Define a content marketing strategy
There is not much you can do about your content without a proper strategy. Strategy is the backbone that supports content creation and delivery. At its simplest, a content marketing strategy is the why behind your content. From an operational standpoint, you need a strategy to ensure your content is being sent to the right people at the right time. Otherwise you are lost from the start.
One of the secrets to improving content workflows and operations is creating contours for content production. By doing this, you will help both writers and stakeholders understand how long it actually takes for projects to complete. Without doing this, you will not get a good understanding of what you really need to do. It is important that you identify clear stages and understand the time it will take to complete your projects so that you can start pre-producing content and prepare for when you need it.
Measure and review data
When it comes to improving content workflows, Richard Booth, Vice President Marketing at Solve IQ in Austin, TX, gave the following advice: “Track and measure results of all content types and sizes, or you can create more short-form types of content To make a bigger impact? Every industry and demographic is different, so you need to test every piece of content. “
Check the content
It is true that both marketing and technical experts must be present throughout the content creation process to validate all of the written content. However, don’t cripple your content by involving too many people in the process. According to Naomi Assaraf, CMO of San Francisco, CA-based CloudHQ, people should be excluded from the approval process as much as possible. I think there are still CEOs who insist on reviewing any blog article or video before posting. This is a recipe for undermining the effectiveness of your team. ”
Keep an eye on your audience
Content operations managers need to trust that marketers know the audience and are able to direct content creation to ensure they are properly targeting the audience and talking about their real needs. However, operations managers can ensure that the content produced is targeted first with the audience and then with the business interests. This does not mean producing content with no sales value. On the contrary, it means creating content that is aligned with your company’s mission.
Align content with the customer journey
The content must be tailored to the phases of customer acquisition. For example, do you have content for the branding or awareness phase, then for the review and then for the final decision-making phase? To optimize your content workflows, you need to think about how much content is needed for each phase. What kind of content do your customers need to move them to the next level in this funnel? Similarly, make sure you differentiate between B2B and B2C audiences.
Make sure your content writers understand the company and its personas
This is one of the most common problems that derail content workflows and hinder otherwise good content. For example, let’s say content writers aren’t properly involved or don’t know about the company they’re writing about. When this happens, chances are they’re writing shallow pieces that don’t go into detail on how business can really help the audience. To make sure you don’t have to send content back to the drawing board, make sure the content writers know more about the company and the people they write about so they are always on-brand and doing proper research.
Check your content
This step is important because the only way to identify the potential vulnerabilities is to analyze the performance of your content on different platforms. With the help of monitoring, you can separate and identify gaps at every step. Another essential part of the review process is examining what users are looking for and what terms they are using to get to your content pages and determining whether you are answering these questions in the correct context. If you answer no, revise your content to make sure that you are helping customers with that content and moving them forward.