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Who’s responsible for your content?
Terms like authoring model and governance model can sound a bit intimidating. But really, they just refer to who’s responsible for creating content and making content decisions within a company.
It’s really important to understand what the options are so you know what method you’re using, and you can decide if it’s really what’s best for your company. Why? Because the content authoring and governance models you choose have tremendous impact on content development processes and the resulting quality of your content.
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Social listening in the strategize & ideate stage
In the first stage of the content lifecycle, content teams determine how content can drive business goals. This includes a clear understanding of the goals of your company, awareness of audience needs, and – importantly – a whiteboard full of content ideas.
While it may be easier to come up with company-focused topics, content teams should really be trying to create content for audiences. What do your customers or clients care about? What do they want to know?
We’re big fans of user experience research and data-based content decisions. Maybe you’ve got a team at the ready with a survey platform and a focus group budget to ask your audiences these questions.
But if not, or if you’re between user research projects, you can still listen to your audiences.
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How do you know if your content is working?
When you clearly define and communicate success metrics, you can help everyone work towards a common goal, ensure that content goals support your larger strategic objectives, and feel confident that your content will continue to evolve towards being a significant and impactful asset for your company.