5 Steps to Establish Content Marketing Workflow and Metrics
•Account for global vs. local. If you’re a global brand, implementing content marketing requires a slightly different organizational structure. Your global office should establish brand guidelines (tone, voice, look and feel), manage global assets (logos) and articulate a content strategy that applies organization-wide. Local offices should account for local market planning/adaptation, media/publisher relationships, social communities, languages and more to ensure that your content marketing is regionally relevant and resonates with local customers.
• Revamp your legal process. The typical process for legal reviews is not efficient enough for content marketing, nor does it provide enough editorial independence. Develop a new process for legal reviews that will enable your content team to produce content that’s interesting to your customers in real time.
Admittedly, this process is an undertaking. Remember that you can’t transform your brand into a newsroom overnight; it’s going to take time to rejigger teams, shift your culture and determine the depth of your content operation.
But making the change is necessary. This is the future of marketing, and it means big things for your brand.