October 2023

Mohammad Anas Wahaj | 30 oct 2023

Robert Rose, content marketing expert and author of the recent book 'Content Marketing Strategy: Harness the Power of Your Brand's Voice', explains an innovative model of content marketing strategy in the same line as the traditional 4P's model of the marketing mix. This model includes three core pillars of content marketing strategy - Communication, Experiences and Operations. These core pillars are interconnected and overlap, and provide five specific activities for the marketing practitioners to perform. Here are the core pillars and the associated activities - (1) Coordinated Communication: As content is communication, businesses require coordinated efforts to utliize content to acquire, keep, and grow customers and other audiences. The content and the comunication need to be consistent and relevant to diverse set of people. The first core category of activities in the communication pillar is Purpose. This is content-as-a-capability. The Purpose activity intends to develop and manage a clear set of core responsibilities and processes that build and continually assess the allocation of resources, skill sets, and clear charters that a content marketing team will need in order to become a differentiated business capability. The second activity category in the Communication Pillar: The Model, or content-as-coordinated-communications. Successful content marketing strategy would require a well-defined and well-understood governance/operating model. (2) A Portfolio Of Experiences: Experiences are the designed containers of content being created for audiences. Businesses need a strategic approach to how the content it creates will be utilized to power designed platforms such as emails, websites, resource centers, print magazines, PDF files, events, blogs, or even social media channels. Similar to the media company, businesses should think 'content first' and then how to create all the different kinds of containers to deliver that content. These should be managed as portfolio of experiences that exploit valuable content for audiences. Each container should have strategic purpose, goals, and objectives. The two activity categories within this pillar are Audience and Value. Audience is content-as-product. Value is content-as-insight. Meeting all of the designed objectives of a portfolio of experiences delivers the value of the content marketing strategy. (3) Strategic Operations: This pillar is the glue that holds Coordinated Communications and Experiences together. To achieve consistency in replicating success and become a core business strategy, content marketing must have a clearly articulated and replicable process that can flex and accommodate new ideas as they emerge. The activity in this pillar is the Frame, or content-as-standard. Getting content marketing operations right frees creative people to do creative things that enable the business strategy, and empowers the marketing teams to achieve this at scale. A repeatable set of processes must be put in place that are governed by standards, guidelines, playbooks, and technology. The third pillar includes the people, processes, and technology that help create a repeatable, consistent process to connect the coordinated content creators (Pillar 1) with the experiences powered by the content they are creating (Pillar 2). Read on...

Search Engine Land: The Three Pillars Of Content Marketing Strategy
Author: Robert Rose

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