It starts with creating a Culture of Content within your team:
Create a Common Purpose: As a leader of the content team, you will have to practice basic team management skills and get everyone on board to organize quality and quantity of content.
Engage senior management: Senior-management buy-in is a must as most change is enabled best from a top-down approach.
Governance: To successfully grow content strategy and content culture in your organization, you need to be that leader who can evangelize content across departments, find potential partners, champion success to senior leadership, and ensure content is compliant. Perhaps, the most important part of this role is advocating for better metrics and KPIs that demonstrate content success.
Foster collaboration: It is crucial that leaders from different parts of the organization consistently come together to evaluate the success of their content and iterate on new ideas.
Creativity & Risk Taking: It’s important to note that a culture of content doesn’t emerge overnight, but working to build one across these five areas is crucial for any organization committed to content marketing success.
5 KEY ELEMENTS OF THE CONTENT PLAN
Inputs: Content objectives, KPIs, audience definition, market opportunity, and resources
Objectives: Clearly defined goals for your content that map to the larger business. Aligning objectives to overall business strategy is very important. Example: Is your content informing or entertaining the visitors?
KPIs: Concrete metrics that clearly demonstrate success. Example: Engagement metrics, Unique visits, Downloads etc.
Audience: Define who are the people your organization wants to reach? What are the behaviors, challenges, or motivators the target audience has in common? Example: Women 18-25, Teens, Millennials etc. Have your buyer personas toolkit ready for this one!
Market: Map market trends to content production: What content will be published? How do these compare to content sharing trends? Who owns the greatest share of voice (SOV) and share of search? Example: Images, GIFs, Short form videos, native ads etc.
Resources: The existing content, technology, and contributors to be used to create content, connect with your target audience, and optimize your efforts.
2. Content: Videos, Text blogs, images – and all the content type that needs to be created. A content plan should include the following: Content creation categories and subcategories.
-The share of content production allocated to each.
-The formats and frequency of that content.
-Production budget allocated to each.
-Possibly en editorial / scheduling calendar.
- Channels: Select the channels (web, apps, breakdown of social – Facebook, Snapchat, Instagram, Twitter) on which the audience will be engaged. A channel plan should detail the way the content that an organization produces will be distributed across its owned and paid properties. Though not detailed below, public relations, corporate communications, sales enablement, and recruiting can all be integrated to outline how each department can leverage content.
- Contributors: Who will create the content? Example: Editors, Videographers, Producers, Marketers? A detailed list with how much they will create (output) and if they are internal or external (rates) contributors?
- Workflow: Clearly define the internal approval tree before content is published. Many scheduling tools like Adobe Social have this problem solved for you.