A content marketing framework is a planning tool to help your organization focus and optimize its content marketing efforts to achieve the greatest success. A framework helps you understand where you are, where you’re going, and how to get there. It brings order to chaos and helps organizations avoid random acts of content. As a deliverable, it typically includes findings on your current state—such as a content audit and competitive and category reviews of other brands’ content—and a path forward to meet your goals with recommended channels and content programs.
Think of a content marketing framework as a more structured and actionable version of a content marketing strategy. It not only defines a strategy; it serves as a guide to implement that strategy. Teams can continue to reference it over time, laying the foundation for more focused content marketing programs and campaigns.
Approaches to creating a framework can vary widely. At Tendo, findings and recommendations are developed via four separate workstreams: current state analysis, content audit, competitive review, and stakeholder interviews.
A content marketing framework can include the following elements, depending on your needs and objectives:
Organizations without a framework are much more likely to create random acts of content that lack a consistent focus on audience and goals. With a framework in place, organizations can deliver a more strategic, cohesive content experience that engages prospects and customers at every stage of their journey. In the long term, it helps marketing teams achieve their goals faster and save money by focusing budget on the most impactful content marketing programs.« Back to Glossary Index