As Marketing Week puts it, 60% of content created by leading brands has no effect on the lives of consumers, or the bottom line.
That’s pretty depressing for content marketers, isn’t it?
If you dig deeper, it actually reveals an upside.
Content isn’t the problem – it’s just that brands fail to manage it well.
Content is a way to bring ideas to life.
Every idea goes through a lifecycle: it is born, it matures, and it blossoms into something magnificent. Nonetheless, the content lifecycle does not end there.
Within that lifecycle, from conception to dissemination to preservation, there are several steps.
With content lifecycle management system, content strategists can effectively manage and oversee any content program.
To accomplish all this without a hitch, you need to be familiar with the stages in the content lifecycle.
This blog covers:
- Why Is Content Lifecycle Management Important?
- Content Planning
- Content Creation
- Content Editing And Approval
- Publishing and Distribution of Content
- Content Evaluation
- Retention of Content
#1. Why Is Content Lifecycle Management Important?
In today’s digital world, content is arguably the most important component.
Content has its own lifecycle, whether it takes the form of a web page, tweet, blog post, or any of the many forms in which it could appear.
Content lifecycle involves strategy, creation, promotion and measurement.
The only way to achieve measurable results with content is to map it and track its lifecycle.
The Content Lifecycle Management System (CLM) allows administrators to focus on other tasks rather than overseeing content lifecycle processes.
Consequently, campaigns and projects become more efficient and productive.
There is a clear explanation of how content is handled as part of a campaign.
Let’s dive deep into the different stages of CLM.
#2. Content Planning
Content marketers who plan their content feel more successful than those who don’t, according to a study from the Content Marketing Institute (CMI) and MarketingProfs.
While every company’s content plan will look and function differently, there are some main elements that should be included.
You implement your content strategy through content plans.
In this phase, you define tactics.
Creating content processes and workflows allows you to determine the content initiatives to pursue.
Core elements include:
- Content workflows and documented processes
- Establishing a content calendar, which will act as a central schedule of all your projects and their tasks
- Setting up projects so that new team members can be onboarded and trained consistently
- Identify your distribution plan
- Eliminate content collaboration barriers
- Determine which metrics to track
In the creation stage, you can organise everything you need, from research to publishing, within your content lifecycle management plan.
Although you know what exactly that entails, here are a few questions you might want to consider:
- Whose responsibility is it to develop content in each stage?
- When should content be created?
- Which resources are recommended?
- How can the style, voice, and best practices be defined?
Providing enough detail to allow content creators to autonomously develop content will be the most challenging part of this stage.
Excessive details may prevent creativity.
- 15 Best Practices For Producing Quality, Engaging Content
- The Ultimate Cheat Sheet On Creating Quality Content
#4. Content Editing And Approval
The final review of your content occurs at this stage of the workflow.
Here are some guidelines:
- Proofreading for grammar and comparing with brand style guides
- The Content Head and others review recommendations (e.g., subject matter experts, product managers, legal, compliance, etc.)
- Case studies or quotes require external approval
Content collaboration within your platform must be easy in order for this to be streamlined.
Writers will make final edits once all parties agree.
It is critical to edit it regularly for consistent, high-quality writing.
Can you work out a process to ensure that this occurs consistently?
#5. Publishing And Distribution Of Content
Essentially, there are four main buckets of distribution: owned, earned, shared, and paid.
Owned media channels are those you own, like a website, a blog, an email list, and SMS.
Publicity is earned media. It used to mean running a radio or TV advertisement.
Nowadays, it mostly refers to free publicity on podcasts or blogs by influencers.
Alternatively, shared media includes social networking sites and other online communities.
These include content produced by users, reviews, customer interactions, shares, retweets, and more.
Paid media is your standard form of content promotion through advertising. From PPC to influencer marketing to native advertising, this covers it all.
It’s critical to develop a distribution plan since many of these buckets overlap and can be used in conjunction with one another.
Other things to take into account include:
- Distribution methods differ according to the type of business. For instance, small B2C startups will probably have better success using paid influencer marketing than an established B2B company.
- B2B customers are most commonly found on LinkedIn (80% of all B2B leads are found there).
A word of caution: It may not be possible to widely distribute all content.
#6. Content Evaluation
There are multiple places to find data on content performance. Look at the stats on your website, social media profiles, email marketing tools, etc.
Aggregating all this data in one place is key.
Accessing content analytics becomes much easier.
Your next step will be to identify which topics and formats will be most useful. Your next round of planning will be guided by this.
At this stage, determine if the content is current, or if the quality of the content is acceptable, and if users can access or find it.
Determine if a new content strategy is needed or if its goal should be redefined.
#7. Retention of Content
Maintaining your content, particularly high-quality and evergreen content, is the last stage.
By redesigning your content, you ensure its relevance and continuity.
Let us take the example of a highly performing blog post you published in 2019 about email marketing.
The blog post will remain relevant and provide value to your audience, if new information is added to the original article.
Update the article with new statistics or recommendations based on the latest trends.
Removing outdated content is the last step of content management. By doing this, your web presence remains relevant and current.
There are many assets that can still draw audiences long after they have been published. Reviving them boosts their appeal!
Sixty percent of content created by major brands is irrelevant.
A content lifecycle management system can effectively manage and oversee any content program.
Mapping content and tracking its lifecycle is the only way to achieve measurable results.
Analysing your content begins with the data from your website, social media profiles, email marketing tools, etc.
It is then evaluated. Last but not least, maintain high-quality and timeless content.
Accelerate your leads with Content Creation today!
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Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.
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