What Is a Content Operations Framework?
A content operations or content strategy framework is an organizational roadmap that helps define, manage and evolve your company’s content operations. It involves developing a system for codifying the role of content across the organization: who’s responsible for it, how to resource it, what processes are in place for it, and even how to talk about it. It outlines the people, processes, and tools that your company must implement to drive and integrate content strategy, planning, creation, and management.
How to Create a Content Operations Framework
To begin the process of putting together an operations framework, it’s important to assess your organization’s content maturity. Start by interviewing representatives of different groups within the organization. These groups may include marketing, UX, design, and any other discipline that touches content. During this process, you may discover (for example) that content marketing and content strategy are siloed, or that content strategy at your organization is reactive or tactical rather than truly strategic. You may hear that content strategy should be brought in earlier in the workflow, or that different groups disagree on what the broad term “content” includes. After this discovery phase, you can develop recommendations based on your findings.
Elements of a Framework
A content operations framework will vary from company to company, depending on the current state, needs, level of understanding, and target audience for the framework. It usually consists of:
- Definitions of key content-related terms
- Proposed operating model and structure
- Roles and responsibilities
- Workflows and processes
- Goals and KPIs
- Tools, technology, and resources
- A recommended roadmap for evolution
Why Content Operations Frameworks Matter for B2B Marketing
A strong operational framework is essential to support and govern the people and processes involved in creating and maintaining content. Yet a significant number of content management professionals report that they lack the right technology to manage content across the organization, that communication between teams is an issue, or that their organization’s leadership doesn’t prioritize a strategic approach to content. If your organization experiences similar problems with its content management, a content operations framework can help you figure out how to formalize and mature your content strategy discipline. It can also help you make a case for the resources you need, allowing you to more effectively market your products and services.
Need Help Evolving Your Content Operations?
Lean on Tendo’s content operations services to streamline and scale your people, processes, and technology platforms—just as some of the world’s leading B2B brands have. Let us know what your needs and goals are. Contact us today.