Elements of an Effective Content Program – Series

All the pieces needed to manage a content program can be overwhelming. Every component from strategy to tactics have so many details. Individually they deserve deep dive analysis and study. I love to dig into the details, but first I always feel the need to see the big picture. I want to understand the process. This is my intention with the graphic in this post. When you boil down the key elements of a content program that need to work together, it should look something like this.

click here for larger version of the graphic

I absolutely understand that this is not all encompassing. My intention is to not go too deep. There may be people you work with that need to understand the basics and also have a general understanding of how the process flows. I know I do. That is why I decided to put this together. I hope you find that it is a valuable resource.

With that said, I’d love to hear opinions of areas that are missing. Many details below this surface area are not represented. However, I’d love to hear opinions of processes & capabilities that should be shown at this level.

You will find a series of posts that dig into each subject a bit deeper. Lets get started!

Hope you enjoy.


Elements of an Effective Content Program – Series:

Measurement and Adjustment

The flood of data from the posting of your content can be daunting. It is critical that a measurement and adjustment strategy is in place. I like to look at things on a monthly basis and build a 12 month review dashboard. We use predefined labels aligned to personas, themes, …

Content Factory – Make Great Content!

I like the idea of thinking about content development as a factory. There are specific skill sets that are necessary to develop great content. Far too often, we expect a single person to be the policy maker, vendor relationship manager, content developer, and analyst. You need to treat content development as …

Defining strategies for each persona group

After building personas and establishing your CRM processes, it is time to document a content development framework.* This whole process is done for the benefit of your content development team. The value of the persona based content development framework is to focus on the soft elements that differ between customer …

CRM Structure

To make personas produce value, your CRM system needs represent the persona groupings. Your CRM system brings life to your personas. The CRM system is bedrock for an effective personalization strategy. Group customer contacts in your CRM system as indicated in your various personas. Group the contacts, and maintain a …

My 2017 Reading (listing) List

Throughout the year, I made my way through a great collection of books on Audible. It is way too hard to pick out my favorites. Always looking for recommendations. The following list is in my reading order starting from most recently completed: Into Thin Air – Jon Krakauer All These …