6 Content Generation Styles

Here are 6 content styles that can be used for content marketing programs:

Newsroom Model

  • 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.

Curator Model

  • 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.

Partner Model

  • 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.

Defining Users & Their Roles in CMS

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.
Content Creators
  • 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
  • Translator

Content Roles & Responsibilities

  • submit requests for web content to be created, updated, or removed.
  • are subject matter experts who own and manage source content – or who have that information in their head.
  • are responsible for actually developing the content (text, graphics, audio & video)
  • must be consulted about some or all of the content prior to its publication online
  • get the content online via CMS

Content Editing Stage

Content Editing

Content Editing

  • Content lifecycle rules will influence editing workflow
  • Audit trails allow you to track users and tasks through the content lifecycle
  • These trails can be used to enforce reviews and content removal
  • Versioning allows you to store multiple versions of content and compare later versions to earlier ones