According to new CMIContentresearch

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respondents have such a strategy.  only 46 of marketers have a strategy to manage content as a business asset. Click to Tweet 2017_ICC_CMI_StrategySurvey_Documented Although there is no one-size-fits-all template for creating a content management strategy, the following sections describe some structures you might want to document. have a proper structure Marketers need to have a number of structures in place to effectively manage content as an asset. However, our research shows that less than half of respondents have many of these constructs. 2017_ICC_CMI_StrategySurvey_Structure Let's look at each of these in order of how often they are currently used.


Style and Brand Guidelines Most marketers have style and brand guidelines. These are important, so everyone on your team represents your brand in a consistent way. Sasha LaFerte provides lots of details and Special Database  examples in her post "How to Write a Style Guide for Your Brand." Content Team People, Process and Technology. These are the three key elements needed to achieve an operational and scalable content marketing program. A lot can be said about teams, but start with this post that examines 10 key roles. A scalable contentmarketing program requires three things: people, process, and technology. michelelinnClick to Tweet Once you have a formal workflow process team, you need to know who does what.






Rob Mills has a great post outlining how to define workflows. Also, Brian Watson's post on how to find and overcome workflow bottlenecks is a great follow-up. Customer Personas Of course, to make meaningful progress, you need to know everything about your customers. These personas should be shared across the team. Ardath Albee has a great process you can use to create personas. Or you can learn more about less formal recurring personas. Content Performance Analysis How do you know what content is working There are many ways to look at analytics, but all teams need to have a common understanding of how success will be measured. In a recent post, Mike Murray shared over 101 KPIs. He can also learn how to use Google Analytics to uncover important insights about his content. Customer