Crayon et gomme posés sur une feuille de papier sur laquelle est dessinée une bulle avec un point d

How to organize content governance?

Pencil and eraser placed on a sheet of paper on which is drawn a speech bubble with a question mark inside

We talk a lot about data governance but content governance is less known. The latter is inseparable from a digital communication strategy based on the editorial. Until the implementation of a Media Brand in the most successful cases. By providing a framework, assigning roles and responsibilities within a team, codifying flows and cycles, defining production standards shared across the company, it is a major factor in consistency, performance and success.

First, let’s start by defining the context and the object.

A Brand Media is an organization or company that organizes itself internally to communicate externally as a mediausing son website as the main support for this digital communication and its social networks as secondary channels for sharing information.

She defines her own editorial slant and one release planning. It produces content that it broadcasts online, at regular intervals, to animate its community and strengthen its audience.

It aims both to develop its brand image and to be found in search engines, the first of which is Google, by also betting on the optimization of natural referencing or SEO.

Learn more

Media brand: three steps to get started

© West Media

What is content governance?

Based on the data governance model, content governance falls within the scope and processes put in place – by an organization or a company – to manage, as part of its Brand Mediathe terms and conditions under which such content is:

  • Determined upstream
  • Planned
  • Created
  • Posted on website
  • Shared on social networks
  • Measure
  • To analyse
  • Maintained and improved

The content governance provides in particular the levels of access to the website (editor, editor, administrator for common names). Once validated and adopted by each of the stakeholders, it is the framework that promotes the proper operational execution of the digital strategy and communication, whether we are talking about content marketing or inbound marketing.

The idea is obviously not to impose but to co-construct this work environment so that it is then accepted by all. Thus, the conditions for success will be created in order to achieve the assigned objectives together: to be found, read and engaged!

Either acquire website visitors directly, from a search engine or a social media channel, generate incoming web traffic… to then convert from the status of prospects or leads to that of loyal customers.

The classic route, in terms of Web marketingfrom the input to the output of the conversion funnel.

What content is affected by this governance?

All content available and in all forms is concerned:

  • Cold Pages of your website (the pages that house the permanent content: homepage, presentation, offer, expertise, values, who we are, etc.)
  • hot pages such as news, editorial blog
  • Biographies of your different social (Linkedin, Twitter, Instagram…)
  • Posts and Messages on these social media platforms
  • Email campaigns
  • Posts from campaigns ads SEA and Ads type paying
  • Advertising banners in-line display type

By extension, content governance, to guarantee transversal consistency, can go as far as the print version of your online actions or waiting messages from your telephone switchboard.

Content is everything (but not everything is content)!

David Sable

Why is content governance strategic?

Like a high-level athlete who develops his game with talent as if it were easy, there are in fact hours and hours of training beforehand, a well-planned strategy and a lot of rigor.

This analogy works quite well with communication and digital marketing. The simpler it seems, the more work there is… The terrain just changes: it is the web and social networks.

The game takes place in threes:

  • Your organization
  • Your potential visitors
  • competition

The race to be contested is more like a marathon than a sprint! You have to hold out over time to cross the line first.

Let’s imagine an action plan planned over three months… If you attack hard the first month, between blog articles, videos, newsletter, cascading posts on social networks, you have a good chance of having short-term results.

If you slow down in the second month, you take a certain risk of seeing your preliminary efforts quickly started with a decline in audience, gradual unsubscription to your newsletter, decline in social media engagement…

And if you decide to “put the gum back” in the third month, to make up for the previous delay, you unfortunately have a good chance of not achieving your initial objectives of acquisition, commitment and retention. Because those who left will not return, under the deceptive effect, or in small numbers.

In this sense, good content governance is a guarantee of regularity. It makes it possible to organize the regular cycle and the stages of production, from one loop to another, according to the editorial line:

  • Initial creation of content by the writer
  • Pending content storage
  • SEO optimization that requires 3 to 6 months to stabilize
  • Editing and revision of content by the administrator for distribution
  • Effective publication of content
  • Web data analysis
  • Possible adjustments according to the data and the performance indicators chosen

In summary, content governance is the key to the success of Brand Media because it guarantees compliance with the workflow (production flow and processing) according to the roles and responsibilities of each participant in the process.

Learn more

Companies, get out of the word and communicate in Brand Media

© West Media

It all depends on the size and human resources of the company. The question will not be treated in the same way between an SME in which a single person, sometimes with the support of external service providers, is in charge of communication… and an ETI which relies on a dedicated service with a larger workforce.

To be adapted according to particular cases and situations according to a content governance model possible in four inputs:

  1. Roles and Responsibilities of Editorial Team Members
  2. Definition of content creation and distribution flows (to be entered in the editorial schedule) and the tools required
  3. Definition of production standards (editorial line and tone, graphic style, iconography, etc.)
  4. Documentation of these standards for sharing across the organization (thus avoiding silos and sales people, for example, communicating in their own way… introducing a break in the consistency of messages)

On the question of the workflow (point 2. above), we are getting closer to an operation similar to that of the “real” newsrooms in the press and media (the journalistic DNA of the Ouest Médias agency):

  1. Planning and assignment of tasks (who does what?)
  2. Creation of multimedia content: texts, photos, videos, computer graphics, audio
  3. Revision and corrections for validation worth BAT (good for shooting to use the language of print)
  4. Publication and distribution: website and social networks

Content governance, the framework for the success of your digital strategy and communication!

The point is obviously not to lock oneself in a hierarchical straitjacket. On the contrary, since the result of an efficient organization is to promote creativity. If we have to summarize, content governance aims to create the conditions for the success of the concrete deployment of a digital communication strategy.

It avoids gas plants and dissonance (everyone publishes, at all costs and everywhere, without coordination then ends up exhausting themselves, once the euphoria subsides, until the inevitable “pschit”) which are always synonymous of chess. It provides a methodology to manage a team’s time and resources because a content strategy is not without HR consequences.

Summary infographic in 4 points on good content governance: define everyone's roles, define flows and tools, define production standards, consider content cycles

Stone Mining / West Media

Facebook Comments

Leave a Comment

Your email address will not be published. Required fields are marked *