Here are 6 content styles that can be used for content marketing programs:
- Generates social content in near real-time.
- Content plays off the news agenda or a brand narrative to drive a complementary “conversation agenda.”
- The Newsroom model can drive content and conversation across owned, earned and even paid platforms and channels.
- This model requires qualified “brand journalists” used to creating high-quality, multimedia content on an ongoing basis.
Real-time Marketing Model
- Using the Real Time Model, you can take continuous advantage of fast moving cultural trends for marketing purposes – leveraging the wave of earned media and timely buzz to help propel an asset or discussion.
- This requires a established team or clear work flow to react to the digital buzz.
- Brands set up a compelling co-creation or crowdsourcing concept and rely on consumers to submit the majority of the content experience.
- Light curation or editorial from the brand guides the content experience.
- Curation often requires strong content and influencer management skills as well as filtering software (think Mass Relevance) to scale the operation.
- Allows brands to work with established media to collaboratively develop high quality, co-branded content.
- In many cases the partner is primarily responsible for creative, production and scale. The partner generally delivers a high-reach distribution channel, as well.
Lead Gen Model
- Social/search data and specially developed content narrowly target B2B or niche prospects and drive them towards a lead generation behavior.
- Clearly, a B2B orientation helps, as well as the ability to create valuable “paywall” or “lead-wall” content.
Community Platform Model
- Provides a scaled approach to creating fresh content for existing social and digital platforms, or existing owned communities.
- Production is done by social content specialists – translating to high quality on shorter timelines.
- This model relies on a strong Community Director with their finger constantly on the pulse of their community.
Here are some notes on content strategy and workflow that I produced. It gives a good overview of the process.
You can download it here.
I’ve noticed more and more versions of this grid being used in proposal and have found the source: http://blog.eloqua.com/the-content-grid-v2/
This article also mentions some other great content info sources including:
Content Marketing Institute
Identify user types and roles early in the process.
This will allow you to understand what roles and permissions your Content Management System should support.
Take time to consider how these individuals will need to interact with the CMS.
Before selecting a CMS, you should have clearly defined roles and permissions.
- Often referred to as Authors
- Anyone who writes articles, posts blog posts, adds content, or updates content is an author
The permission necessary for authors will vary based on:
- Whether the authors are internal or external to the organisation
- Whether they are in a single department, or spread out
- Should the author be able to access only their content?
- Anyone who reviews, edits, approves, or marks-up content for revision
- Depending upon the workflow, editors may need to be able to publish content
- Look for permissions that you can give editors to reduce bottlenecks
- Communication capability between editors and content creators is important
- Anyone who has the ability to publish content to the lives site
- In smaller workflows, this role is often shared by other users
Permissions for publishers will depend on:
- Whether or not the publishers will act as project managers
- Whether or not they will act as traffic managers
- Will they need the ability to assemble content?
Other User Types
- Asset Manager (Responsible for collecting and managing digital assets and documents that support your content.)
- Legal Advisor
- Brand Manager
- Continuity Manager
When classifying content you need a set of classification fields. These could include:
- Unique ID
- Date of Publication
- Archive Date
- Key Word
- Target Audience
The content creation stage will involve:
- Meta tagging, categorising, and applying rules that will help guide content
- Content will likely be created through uploads or through a content editor
- Use the tools within the CMS to apply attributes when the content is created.