‘Orchestration and fine-tuning content organisationally is the next, most critical step facing marketing.’
How do you get found on the web?
In March I posted on the need to get your ‘Time to get your Google Strategy sorted out’.
• 80% of visitors to a website begin by typing keywords in the query box of a search engine
• 42% click on the website in the #1 position on the search page
• 90% click a website on the first page
• 94.38% of Australian search is via Google
Building a strong, credible and Google authenticated social profile will impact your ranking and visibility on the net.
At the core of this is the need to develop a sound content strategy.
Content that will engage or entertain your audience, build your reputation and put you ahead of the competition….content that Google approves of, that doesn’t try to manipulate the Google ecosystem.
This sounds easy enough.. though spare a thought for the degree of difficulty facing large brands who suddenly find themselves in the publishing business.
“In addition to content in purely owned media channels, many brands are challenged also to create content for converged media. Native advertising, advertorial, paid influencer, and sponsored content are just a few examples of paid/owned hybrid content models brands are exploring. Content must also be created for an ever-expanding spectrum of media, screens, and devices, ranging from smartphones and tablets to emerging platforms, such as augmented reality, Google Glass, and quite possibly emerging devices like smart watches.”
And on top of this complexity, just like social media management, there can be organisational hurdles that need to be overcome within the enterprise.
Those wonderful folks at Altimeter are adept at identifying trends and more importantly at developing strategies around the management of those emerging trends.
As always, strategy and the need for process are the requirements before you just leap into content marketing.
This report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.
The Altimeter Recommendations Checklist:
A. Lead with Process
1. Appoint an empowered cross-functional governor or governing body — a conductor — with executive support and/or authority.
2. Locate and identify existing content and content sources across the enterprise. Identify where it is being created, housed, and how or if it is shared.
3. Identify dotted-line reports (e.g., internal subject matter experts, customer service, sales).
4. Create and document efficient production processes, approval systems, and schedules.
5. Create governance documentation (style, edit, and brand guides, personas, voice and tone guidelines, and editorial calendars that also govern workflow).
6. Integrate content (owned media) with paid (advertising) and earned (social and PR) media.
7. Train: Make available and mandatory tiered programs geared to different stakeholders and managerial levels (creators, producers, managers, senior executives, technology, etc.).
8. Plan beyond “hire a journalist.” Graphics, video, and visual storytelling, as well as multiplatform considerations, are essential to most content strategies.
9. Hire the right people; bring them in at the right time. Writers, designers, and producers require involvement at the beginning of the process, not below the line.
B. Mate with Technology
10. Be a technology stakeholder, not a mere end-user when evaluating, updating, or scoping solutions.
11. IT integration — an IT partner or member of the IT department should be part of any content board or committee for mutual understanding of requirements.
12. Involve those stakeholders who will use specific technologies (e.g. the CMS or digital asset management system) in IT requirement scoping.
C. Follow with Measurement
13. Define, then align goals, measurement, and KPIs.
14. Share and discuss results across stakeholders.
15. Constantly evaluate and redefine KPIs and metrics.
16. Ensure content metrics aren’t at odds with stakeholders’ individual goals. Example: Collaborators on a single engagement may be comprised of one set of team members who are responsible for customer acquisition, while others strive for engagement.