Content governance sets your global content strategy up for success. Here’s how to get it right.
It takes a team to write relevant and engaging content: researchers, copywriters, editors, subject-matter experts, etc. The list goes on.
Because of all the people and steps involved, content creation can be a messy process. As a result, 72% of marketers feel their brand struggles to manage content strategically – and only 12% feel they are successful in doing that. The more people involved, the more potential for conflicting opinions and deviation from the original strategy. If one link in the chain breaks, the whole project can be delayed.
That’s where content governance can help.
Put simply, content governance determines how your content is created and distributed. It allows you to define clear roles, responsibilities, and guidelines for your content creation process and distribution so you can keep your content flowing.
CONTENT GOVERNANCE BASICS
Content governance is the strategy behind content creation that helps the process go smoothly. Streamlined content creation cycles can be especially challenging when you’re working with international content. Here are some basics to keep in mind for effective content governance.
DESIGNATE ROLES & RESPONSIBILITIES
Decide on the essential roles involved in developing your content. We recommend starting with these four:
Strategic director: They set the agenda. They’ll define the content strategy and make sure your brand sticks to it. They probably won’t be directly involved in creating content, but they will have final sign-off.
Content manager: They’re responsible for the day-to-day management of your content creation and distribution and keeping it in line and on time with your strategy. They’ll also deal with ad-hoc content requests from other stakeholders.
Content creator: This role can include copywriters, editors, designers, photographers, or videographers – basically anyone who brings content to life based on the brief.
Specialist: This role is about the technical accuracy of specialized information. Be sure to include a review step by your subject-matter experts. Ideally this would come right after copywriters produce their draft based on the content brief, and before final proofreading.
Once you’ve established the basic roles and responsibilities in your content creation cycle, you can refine the model from there.
DECIDE AND DOCUMENT CONTENT WORKFLOWS
Creating content often takes longer than you think. To achieve a consistent content cycle, consider the following:
- What’s your content cadence and how long will it take you to create each type of content?
- Who will create the content? Do you have the talent and time you need to create content in-house, or will you need to outsource?
- Will your content be localized for your international markets? How will you incorporate translation or transcreation into your content cycles?
- How will you manage content distribution and optimize for each channel?
- Where could you streamline your process?
Use your responses to build content workflows per channel. Be as specific as you can and include:
- the steps you need per channel
- what’s involved in each step
- who’s responsible for getting it done
- how long it should take
- what tools you have, or need, to manage your workflows
Don’t forget to document your conclusions with written guidelines. This gives you something to refer to, provides a baseline for evolving process, and ensures everyone is on the same page. It’s also useful when it comes to onboarding people into workflows down the line.
DEFINE CRITERIA FOR SUCCESS
It goes without saying that your content will serve different purposes on different channels in different markets. So decide what you want to achieve and set clear KPIs. Do you want more engagement on social media? Increased traffic and lower bounce rates on your website? Does your content focus on lead generation or brand awareness? Use these standards to measure the effectiveness of your content and inform your content creation goals.
EXPANDING INTO GLOBAL
Once you have a working content governance model for your domestic market, you can scale that for multiple languages and markets. To do that, consider:
- Are you centralizing content creation and distribution with HQ, creating content in-country, or both?
- How much content will you translate, and how much will you create from scratch? How can you ensure content quality and brand consistency?
- Do you have in-country stakeholders to consider? Who and where are they?
- How will you measure success in each market?
Your localization partners can help you develop a global governance model for seamless, consistent, and effective multilingual content creation.
Global content governance may seem difficult, but it doesn’t have to be. When done well, it’s an efficient and effective way to build on your content strategy and get results – in every market. With planning and execution defined by your content goals, and process and resources informed by what’s working in each locale, you can maximize international engagement and results.