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Content Marketing_Workbook_v2.0 PT2.pdf

Small and medium organisations for small and medium

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Small and Medium Organisations For small and medium organisations, the process is simpler and involves less resources: Writer > Content Manager > Designer > Content Manager/Director The content is likely to go directly to one Content Manager instead of going through an entire editing team. After the copy is approved, it will go to the
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183 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Designer, however it may also go through a higher-level Creative Director. Once designed, the Content Manager will review again and may seek Director-level approval. Ultimately any review and approval process should be both effective and efficient. Marketing teams should review the process regularly and make incremental improvements until it works well for the organisation. Revising Your Strategy It is likely that your content marketing strategy will need refinement and modifications as you learn valuable lessons through the content creation process. For example, an organisation may have aimed to write two blog articles per week, however after finding there was insufficient time to complete the review process, adjusted the content strategy to only produce one blog article each week. Reviewing your content strategy before publishing the content is a good policy, as it enables your team to assess their performance and determine whether the quality of the content produced is as high as expected. In addition to this, content often looks different to what was envisaged when the original brief was given to the freelancer(s) or creative agency. The finished piece of content should reflect your organisation’s brand identity and add value to the intended audience. If it does not, then perhaps the strategy required revision. When refining your strategy, review your original business and marketing objectives, buyer personas and content topics defined earlier in the process. Does the content that has been created fit with the objectives and the target audience you identified? Revisit your content marketing strategy at regular intervals, and make any necessary adjustments.
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184 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Activity 4.8 Approval Process Consider the approval process for a piece of content at your organisation. How many people must review a piece of content before it is approved?
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185 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 4.9 Publishing the Content “Every organisation has to prepare for the abandonment of everything it does” – Peter Drucker, Harvard Business Review Now that your organisation has created, reviewed and approved the content, it is time to publish it online. Even if you have created some of the best content out there, if it is not published, it will not be seen, clicked, read or shared by your target audience, making the publishing stage vital to a successful campaign.
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