The Content Marketing Process and Lifecycle

April 24, 2017 Posted by fidelityit In Content Marketing

The content lifecycle consists of:
● Researching and Planning
● Developing and Creating
● Managing and Sustaining
● Preserving and Fine-Tuning
● Evaluating and Rethinking

Businesses often struggle to manage their information and are unable to connect to their prospective clients because they fail to deliver the right information to the intended user. Most businesses are overflowing with content but do not use the content effectively. They forget the golden rule – the business process and content lifecycle converge. These two processes must reinforce and reaffirm one another.

1. Research and Planning
During this initial stage, your business objectives need to align with your content strategy. All aspects of content marketing – from content governance to content auditing – needs to be centered around these objectives. Giving a simplified, understandable message to your audience allows you to connect with them. Your message should express and focus on your raison d’être on both the organizational and marketing levels. Our researching and planning efforts begin from this starting point.
In this researching and planning stage, we will thoroughly analyze your business goals and ensure they are synchronized with your current content inventory. At this point, we will set some quantitative and qualitative benchmarks, so we know where are and where we need to be, We will design your content architecture and use various content platforms to publish different content types: we will setup a blog which will be used to inform your audience; we will focus on creating content-heavy marketing campaigns to persuade; and publish whitepapers that will establish your brand as an authoritative leader in your industry. This is achieved under the umbrella of aligning your business goals with your content management strategy.

2. Developing and Creating
Content needs to be interesting and engaging. Capturing, acquiring and collecting all of your content is tedious work and needs to be automated and systemized in order for it to be meaningful. We will help categorize the vast amounts of content by implementing metadata, which allows you to manage all of the incoming and outgoing content.
We will integrate high-powered metadata that will ensure that you will have access to a full, 360-degree view of your content. This growing repository of content will allow you to organize the content into logical groupings. You will be able to search this content, categorize it and specify the platform where the content will be published.

3. Managing and Sustaining
At this stage, we will house and deposit all of your content into a repository – a centralized, managed system that allows us to collect all of your content assets under one umbrella. We will put them under the microscope, recommend changes and help create a flow-out system where organic content can naturally flow from your content creators. We will be able to review all of the content and ensure that it is clear, accurate and fits in strategically to what needs to be accomplished. Our system will allow for content publishing to be seamless and focused on aligning both business and marketing objectives.
We can deploy and distribute the content to the audience using diverse social and publishing channels. Content will be tailored to the user – on where they are in the buyer’s journey. It will be individualized for the needs of that specific buyer, we can also pinpoint their location and transform the content to reflect the values, expectations (i.e. what specific information they want at any stage of the buyer’s journey) and the language of the user. The management will be seamless, automated and the variables can easily be manipulated to produce desired results. By aligning you content with your business objectives, you can attract leads and super-charge your inbound marketing campaign.

4. Preserving and Finetuning
Through automation and seamless management, our system can help protect you from incremental content asset loss. We can safeguard your content to ensure that you get the full marketing mileage out of each of your content campaigns. We can create backup regiments to ensure that all of your content is archived. This will allow us to rubber-stamp and meta-tag each content with specific information, like creation dates and category. With this advanced system we can also designate archaic content or content that no longer serves your business objectives. We aim to maximize the lifespan of each campaign and ensure that it is optimized to generate leads and serve consumers at different points of the buyer’s journey. Content that is deemed no longer useful, can be modified and changed to make it relevant and important.

5. Evaluating
Once we get to this point, we can evaluate and audit the true value of your content strategy and ensure that everything is up to date. If it is found to be outdated, we can rethink strategy and implement a new inflow of content that better serves your business objectives. When it comes to inbound marketing, especially from a content-oriented perspective, it is important to always modernize your marketing message to reflect the current trends and mood of the consumer without losing the core of what you are trying to accomplish.

At this stage we go back to the planning and researching phase and see if we have met the quantified goals that we had set to see if it was successful and how we can improve. At this stage we can begin to look into newer tools that will help optimize your content campaign. It is important to know that readjusting strategy is a very natural part of your content management strategy. The most important goals should be to serve your marketing and business objectives while providing value to the end user. Strategies can be redefined until there is a clear cut one that can increase leads and qualified traffic.