6 Reigning Reasons Content Operations Matters to Your Organization

6 Reigning Reasons Content Operations Matters to Your Organization

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.

What is content operations?

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.

What is the difference between strategy and operations?

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.

Why does content operations matter to your organization?

There are six reigning reasons:

  1. Enhanced Customer Experience – When content is organized, relevant and consistently delivered, it enhances the overall customer experience, which keeps customers coming back fostering loyalty.
  2. Consistent Brand Identity – Content operations ensures a consistent brand voice, messaging and visual identity across all types of content. This consistency strengthens brand recognition and fosters trust among your audience, making a lasting impression.
  3. Higher Productivity/Efficiency – Content operations ensure streamlined processes and collaboration, reducing time wasted on redundant tasks all leading to higher productivity and better content quality. 
  4. Data-Driven Decision Making – This data-driven approach provides valuable insight into audience behavior and preferences. It empowers you to make informed decisions about content strategy and how to tailor it to meet audience needs effectively.
  5.  Cost Efficient – Efficient content processes save time and money by making sure the right people are doing the right tasks at the right time.
  6. Growth – Having effective content operations allows for seamless scalability as your content needs grow. A good process will ensure that you remain efficient and effective even as the volume of content increases. An organized process also allows room and time to deal with the unexpected/unplanned needs in an organization.

The Falls & Co. advantage

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.