How will content be managed and measured?
The last stage of the content strategy process aims to standardise the process for content creation, approval and publishing. It also includes developing key metrics to manage and report on performance.
1. Content Workflow & Governance
- Develop a standard process from concept to publishing (including all approvals needed) of all online and offline content
- Communicate this process to the content, marketing and communications teams plus senior management and other stakeholders
- Get ongoing feedback and refine the process as needed
Questions To Be Addressed
The content workflow is meant not only to streamline the production process, but also make sure that the principals of the company are involved at every stage of the content development cycle.
- Is there a current workflow or approval process? If so, how can it be improved?
- Who are the ESSENTIAL stakeholders? Who needs to be part of the approval process?
- Who will give the final approval?
- Does the Legal Department need to be involved?
- Is there a current Social Media or Digital policy?
- Is there an internal team to manage the content process?
- Will content be produced by external agencies or sourced in-house?
- How will Marketing and Product groups be involved?
Content Performance Tracking
Website analytics
Implement Google Analytics (or other website analytics software) on all pages of the website to enable web tracking and monitoring
Recommend using marketing automation software to provide additional data and track individual email and IP address – providing you with a more detailed view of online customer behaviours.
Marketing Metrics
Performance reporting
Based on the metrics above, you can properly report on:
Implement Google Analytics (or other website analytics software) on all pages of the website to enable web tracking and monitoring
Recommend using marketing automation software to provide additional data and track individual email and IP address – providing you with a more detailed view of online customer behaviours.
Marketing Metrics
- Proposed metrics to track content performance:
- Website traffic (and sources)
- Page visits and content downloads (plus average time spent on pages)
- Calls-to-action (CTA) click throughs
- Leads generated from eforms
- Lead conversion to sales revenue
- Subscriptions
- Social shares, likes and comments
Performance reporting
Based on the metrics above, you can properly report on:
- What pages / content are working and attracting visitors
- What SEO / SEM initiatives are working and driving traffic to the website
- ROI on online marketing spend (based on sales generated from the website)
- Level of engagement in your website and social channels
The Need for Continuous Improvement
Customer engagement is an ART… not an exact science.
It needs:
It needs:
- Constant Research
- Regular Customer Communications
- Frequent Market Testing
- Ongoing Content Improvement
Final Thought
“Your customers buy with their hearts.
Touch the hearts of the people you serve,
And they’ll be back for more.
Engage their emotions, and they’ll become raging fans.
Miss this insight, and you might just lose your business.
Human beings move when their emotions are moved.”
- Robin Sharma, The Greatness Guide
Touch the hearts of the people you serve,
And they’ll be back for more.
Engage their emotions, and they’ll become raging fans.
Miss this insight, and you might just lose your business.
Human beings move when their emotions are moved.”
- Robin Sharma, The Greatness Guide
Content Strategy Process
Back to Part 3: Content Marketing Plan
Part 2: Content Audit & Mapping
Part 1: Brand Story Development
Content Strategy Process
Back to Part 3: Content Marketing Plan
Part 2: Content Audit & Mapping
Part 1: Brand Story Development
