Are you looking to design and implement a new content marketing strategy? Not sure where to start or need help with your project? If so, then this article may be just the ticket.

When it comes to a core content marketing strategy, it can be broken down into the four key components of substance, structure, workflow, and governance. Now don’t get turned off just yet, as we’ll explain what each of these terms means and how to combine them to build a successful content marketing strategy.

Substance

The first of the basic terms is substance, which is self-explanatory. Substance refers to the type of content you require, such as the topics you will address and the style of the content.

One of the areas to investigate in substance is what messages you are trying to communicate to your audience. Is this information intended to attract your business, or simply to advise and help? Determining this will help you shape your content so that it is an effective marketing or communication tool.

Structure

The next step is structure, which refers to how the content is organized, formatted, and ultimately displayed. This is another term that can have a very different meaning, depending on the type of content you are creating.

If you’re creating an internal communication between a team of employees, for example, you may want to ensure that communication planning and metadata is included, allowing all users to access, edit, and view the content as needed. .

Ensuring essential infrastructure is in place will not only protect your content, but also make it much easier to access, collaborate on, and use.

workflow

Third, at the core of our content marketing strategy is the workflow, which includes the tools used and the process in which the content is successfully produced. Designating the necessary human resources for each type of content helps each user know their task.

A good example of an efficient workflow is dividing your content into different areas and attributing a certain area to a particular user or group, allowing them to have access and responsibility over everything in this sector. This allows for a higher degree of accountability and helps ensure that quality is maintained and content is managed effectively.

Governance

Last but certainly not least in our content marketing strategy quartet is the imposing governance area. Having a broad summary, governance refers to how the higher level decisions of the content marketing strategy are made, along with how the various alterations are transmitted through the lines of communication.

Without an efficient governance system, the entire content marketing strategy is in jeopardy as an accountability vacuum is created. Key decisions must be made and communicated effectively, quickly and efficiently.

By mastering the four principles outlined above, your content marketing strategy will put you in great shape to create and maintain high-quality content.