I’m a sucker for mnemonics.
In reality, I bear in mind easy methods to spell it by “Me Nomics Besides M nOt N In Case Spelling.”
OK, that’s a lie. However I daresay ChatGPT may by no means give you that.
Anyway, considered one of my favourite idea-remembering gadgets comes from my hero Philip Kotler. He reduces his good definition of selling to CCDVTP – Create and Talk Worth to a Goal at a Revenue.”
I lean on that mnemonic gadget when anybody asks about the very best definition of selling’s operate in a enterprise.
Nonetheless, what makes an amazing 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 gadget for content material technique
I’ve written about the usual framework for growing or strengthening your content material technique. It’s one of many core modules of a CMI College course. It may be so much to soak up as a result of the framework’s ideas and definitions should be defined in various ranges of element.
So, just lately, I created a mnemonic gadget 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 objective of a content material technique is to develop and handle core obligations and processes. As well as, they permit advertising to construct and frequently assess useful resource allocation, talent units, and charters the advertising workforce must make content material a enterprise power.
Most companies that lack this C wrestle 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 ingredient of a content material technique is a deal with constructing coordination into how concepts develop into content material and finally generate enterprise worth.
Most companies that lack coordination wrestle 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 might be divided by channel – net, e mail, and gross sales groups don’t work collectively. In different circumstances, it might be by operate – PR, gross sales, advertising, model, and demand technology have totally different approaches.
Content material is a workforce 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 way of an efficient, collaborative method to remodeling concepts into content material and content material into experiences.
Content material earlier than containers
As entrepreneurs, you might be educated to assume container first and content material second. You begin with “I want an internet web page,” “I want an e mail,” or “I want a weblog put up.” Then, the next step is to create content material particular to that container.
Should you begin with “I want a weblog put up” after which create the #content material thought, you’re doing it fallacious, says @Robert_Rose through @CMIContent. Click on To Tweet
I can’t let you know what number of massive concepts I’ve seen trapped within the context of a weblog put up 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 wished that digital asset.
This stress level requires reverse occupied with your small business’ course of to create content material. Step one should be to create absolutely fashioned concepts (massive and small) after which (and solely then) determine which containers and what number of may be applicable.
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 type. Does it say, “What sort of content material do you want?” and record choices, equivalent to e mail, white paper, e-book, and brochure? Or does it say, “Please clarify the concept or story you’d wish to develop extra absolutely?”
Channels
I purposely put channels final as a result of they categorical the sort of content material you create. Channels dictate the way you finally attain the shoppers and the way the shoppers 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 actually centered on the viewers, or is it centered in your product or model? Is it a repository the place you place all the pieces from information about your product and easy methods 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 middle? What’s their objective 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.
Once you look at your strategic method to content material, I hope the 5Cs mnemonic gadget helps you have got these mandatory conversations round coordination, collaboration, content material earlier than containers, and channels with the stakeholders in your small business.
It’s your story. Inform it properly.
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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
