Reduce the many things that content marketers must do. After you discover the landscape, survey the existing information and make plans to create great new content, you must govern the information. So what does content governance look like?
Content governance is coordinating the measurement and maintenance of your information. A maintenance focus leads with updating fresh content including:
- Dated material
- Connections to other content
- Social channels
- Influencer channels
Examples of updating dated material: Tournament fields, ongoing counts/projects. Assure your reader that this material is the primary source with a dated reference – “Field was last updated July 16”. Ever look for information and find that the top search results are from several years ago?
Examples of connections to other content: Have you linked to a source that was accurate and solid at one time but has been surpassed? Reward the user with the improved link, and even offer the previous link for depth.
Examples of updating social channels: If and when any changes are made you have an opportunity to talk about navigation by referencing a content hub’s landing page and its contents or changes to any social media channel. Governance is not only maintaining your social channels, but also affirming each channel and the channel highlights.
Examples of updating influencer channels: You can’t update your influencers’ social media channels and content hub, but you can play nice by commenting on their social channels and blogs. Note recent referrals in analytics, or active influencers on other social channels. Share or connect something that those users are interested in.
Focus on Maintenance and Measurement
A maintenance focus leads with updating content inventories including:
- SME Inventory: Expand and prune your Subject Matter Experts
- Content Inventory: Prune or revise dated information
- Participant Inventory: Add new influencers and check their level of interest
A measurement focus leads with learning from website metrics including:
- Top Referrers: Paid or Organic referral? Discover the connection
- Top Content: Repeat success. Low performing – improve it!
Best in class content comes from updating your content and content inventories, and learning how to improve your information and user experience. Govern wisely!