Mary Lou Brink | December 07, 2023
We’ve all heard that “content is king,” right? Well, to put it simply, your content can’t even become a lowly duke, let alone king, if it never sees the light of day. And if not, how will it help you reach your digital marketing goals?
** Royal trumpet sounds **
That’s where content operations enters the scene!
No, content operations is not necessarily flashy, it is definitely behind-the-scenes, and it admittedly borderlines the “how sausage is made” saying, but it’s important to know in the digital world.
In this article, we’ll look at content operations’ key components, benefits, implementation and more.
In short, it’s managing your content from beginning to end – its entire life cycle, if you will. But what does that even entail?
Content operations is the set processes, people and technologies for strategy, planning, creating, managing and analyzing all content. Basically, it’s a framework to create content that ensures readers experience it in the best way possible, affectionately called CX.
Content operations sits right between content strategy and content marketing and it exists primarily to streamline the creation process and to manage a consistent message through all things content – including blogs, articles, white papers, images, videos, infographics and so on.
Without a streamlined content process in place, creating content that rules takes more time and consumes many more valuable resources.
Whoever said process isn’t sexy? OK, maybe not sexy, but certainly vital.
It’s a common question, with a simple answer.
While strategy focuses on defining goals, target audiences, and the overall approach, content operations wades into the actionable steps, meaning the execution and implementation of said strategy. Think of it this way, it’s all about the practical applications of creation, approvals and distribution/publication of content.
It can be the greatest blog or video in the world, but if it doesn’t see the light of day, it will have zero impact on your customer.
There are six reigning reasons:
Content operations is the backbone that supports an organization’s content strategy, ensuring that content creation, management, distribution and optimization are blended into a seamless process.
When you work with Falls & Co., you can be assured that your content will reign supreme and that our operations are top of mind for brand identity and customer experience. As the digital landscape evolves, working with someone who embraces content operations will be instrumental in staying ahead of the curve and thriving in a competitive market.
Contact us for help in reaching your customer experience goals or to simply learn more. We’d love to hear from you.
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Mary Lou Brink
Mary Lou Brink is senior director of content at Falls & Co. She has spent more than two decades as a newspaper editor. In her integrated marketing career, she shepherds digital content through the strategy, creation, review/approval and publication processes to ensure timely and high-quality deliverables for a wide range of clients.