There is no substitute for quality content. The content needs to be in lock-step with the work done in Step 2 – Strategies. Ensuring that the content produced is relevant, informational, and interesting to your audience will be vital to achieving the original goals defined.
Considerations that impact content creation include understanding the best content for the various channels used, who are the content creators and authors, supplemental resource requirements, and use of a prescribed style guide manual to control messaging, presentation and branding.
Organizing and maintaining control of content creation can be divided into three major roles or responsibilities:
- Publisher-manager – qualify participating authors, assign and track task assignments, ensure distribution channels are active and ready for publishing, review and approve all content prior to publication
- Author-contributor – writers, volunteers, sales people, executives, developers, etc. in your company who can contribute subject matter that aligns with stated goals for your content marketing
- Asset creation-delivery supporters – provides content enhancement and branding assets such as collaterals, photographs, images, art, logos, slides, videos, etc.
When the burden of production is spread across a team of individuals, each can be responsible for specific tasks in a coordinated effort with no one working outside the framework.