Mnemonic Content material Technique Framework Can Spark Conversations

I’m a sucker for mnemonics.

Actually, I bear in mind tips on how to spell it by “Me Nomics Besides M nOt N In Case Spelling.”

OK, that’s a lie. However I daresay ChatGPT might by no means provide you with that.

Anyway, one in every of my favourite idea-remembering units comes from my hero Philip Kotler. He reduces his excellent definition of promoting to CCDVTP – Create and Talk Worth to a Goal at a Revenue.”

I lean on that mnemonic system when anybody asks about one of the best definition of promoting’s perform in a enterprise.

Nonetheless, what makes an excellent mnemonic like CCDVTP is that every phrase the letter represents has one thing deeper behind it. So it’s not simply six phrases – it’s six working ideas with definitions made simpler to recollect by simply remembering how the six phrases go collectively.

A mnemonic system for content material technique

I’ve written about the usual framework for creating or strengthening your content material technique. It’s one of many core modules of a CMI College course. It may be lots to absorb as a result of the framework’s ideas and definitions have to be defined in various ranges of element.

So, just lately, I created a mnemonic system to make use of in my rationalization – the 5 Cs: Coordination and Collaboration produce Content material earlier than Containers and make Channels measurable.

5Cs of #ContentStrategy: Coordination and Collaboration produce Content material earlier than Containers and make Channels measurable through @Robert_Rose @CMIContent. Click on To Tweet

It really works as a core or high-level definition of a content material advertising technique. However, like Kotler’s CCDVTP, it additionally lets me drill into the framework’s 5 ideas or stress factors. Let me clarify:

Coordination

The first function of a content material technique is to develop and handle core duties and processes. As well as, they permit advertising to construct and regularly assess useful resource allocation, ability units, and charters the advertising staff must make content material a enterprise energy.

Most companies that lack this C battle with content material as a repeatable or measurable method. As I’ve mentioned, content material is everybody’s job in lots of companies and nobody’s technique. A key aspect of a content material technique is a give attention to constructing coordination into how concepts turn into content material and finally generate enterprise worth.

Most companies that lack coordination battle with making #content material a repeatable and measurable method, says @Robert_Rose. Click on To Tweet

Collaboration

In lots of companies, content material is developed in silos, particularly with gross sales and advertising. Typically, it could be divided by channel – internet, e mail, and gross sales groups don’t work collectively. In different circumstances, it could be by perform – PR, gross sales, advertising, model, and demand technology have totally different approaches.

Content material is a staff sport. The practitioners’ job is to not be good at content material however to allow the enterprise to be good at content material. Scalability solely occurs by means of an efficient, collaborative method to remodeling concepts into content material and content material into experiences.

Content material earlier than containers

As entrepreneurs, you’re educated to suppose container first and content material second. You begin with “I would like an internet web page,” “I would like an e mail,” or “I would like a weblog submit.” Then, the next step is to create content material particular to that container.

In the event you begin with “I would like a weblog submit” after which create the #content material thought, you’re doing it incorrect, says @Robert_Rose through @CMIContent. Click on To Tweet

I can’t inform you what number of massive concepts I’ve seen trapped within the context of a weblog submit just because that was the way it was conceived. I’ve additionally seen the reverse – small concepts spun into an e-book or white paper as a result of somebody needed that digital asset.

This stress level requires reverse eager about your corporation’ course of to create content material. Step one have to be to create totally shaped concepts (massive and small) after which (and solely then) determine which containers and what number of may be acceptable.

My take a look at to see whether or not advertising groups put content material earlier than containers is to take a look at their request or consumption kind. Does it say, “What sort of content material do you want?” and checklist choices, comparable to e mail, white paper, e-book, and brochure?  Or does it say, “Please clarify the thought or story you’d wish to develop extra totally?”

Channels

I purposely put channels final as a result of they specific the sort of content material you create. Channels dictate the way you finally attain the purchasers and the way the purchasers will entry your content material. Which or what number of of your content material channels do you deal with as a media firm would?

Is your company weblog really centered on the viewers, or is it centered in your product or model? Is it a repository the place you set every part from information about your product and tips on how to use it to what to anticipate sooner or later and the way different prospects use your product?

What about your social media, web site, newsletters, and thought management heart? What’s their function and editorial technique? How do you evolve your content material merchandise as your viewers modifications as a media firm does? With no clear technique for each channel, the measurement of content material turns into guesswork at greatest.

While you study your strategic method to content material, I hope the 5Cs mnemonic system helps you’ve gotten these vital conversations round coordination, collaboration, content material earlier than containers, and channels with the stakeholders in your corporation.

It’s your story. Inform it properly.

Cowl picture by Joseph Kalinowski/Content material Advertising Institute