Reducing Content Waste Through Active Content Governance · master calendar in a content marketing,...

Reducing Content Waste Through Active

Content Governance

James Mathewson

Research Director: Content Strategy and Operations,

SiriusDecisions

© 2019 SiriusDecisions. All Rights Reserved

How Content Governance Best Practices Correlate to

High Content Usage

Defining High Performance B-To-B Content

June 2019

James Mathewson

Research Director, Content and Strategy Operations

@Mathewson_CS

@siriusdecisions 3 © 2019 SiriusDecisions. All Rights Reserved

Executive Summary

• Key issues

• What you will walk away with

• SiriusDecisions defines high performing content engines as those that use more than 75% of their

content externally and 50% of their content internally

• However, content teams often struggle to use the content they create, which then just clutters the

experience and inhibits success

• Content teams that have significantly higher rates of content utilization also apply content governance

best practices across the content lifecycle

• An understanding of the content governance correlates with high performance

• The KPIs that serve as leading indicators of successful content teams

• Content governance best practices that correlate to these KPIs


We used content strategy and operations metrics from the

SiriusDecisions Command Center® and the SiriusDecisions

2018 State of B-to-B Content Study that correlate to these

high-performance parameters.

To uncover performance, we filtered data for high usage

(>75% external; >50% internal) and low usage (<50%

external; <50% internal). Using these data sets, we were

able to link high content usage to best practices.

Methodology


Content Strategy and Operations: Priorities

Create and implement a

repeatable, rigorous process to define

comprehensive content

requirements to support effective downstream

creation decisions.

Strategic Content

Planning

Implement and manage

the cross-functional processes and

technology that drive

best-practice content architecture, taxonomy,

workflows and

measurement.

Content Management

and Technology

Orchestrate and build

audience-centric, high-quality and scalable

content assets that

support marketing strategy, programs and

tactics.

Content

Factory

Build a content strategy

and operations center of excellence and upskill

cross-functional content

competencies.

Content Operations

Functional Design

and Development


Content Strategy and Operations: Priorities

Create and implement a

repeatable, rigorous process to define

comprehensive content

requirements to support effective downstream

creation decisions.

Strategic Content

Planning

Implement and manage

the cross-functional processes and

technology that drive

best-practice content architecture, taxonomy,

workflows and

measurement.

Content Management

and Technology

Orchestrate and build

audience-centric, high-quality and scalable

content assets that

support marketing strategy, programs and

tactics.

Content

Factory


76%High-performing content teams

consistently inform content

strategy with

best-practice inputs 76% more

often.

Source: SiriusDecisions Command Center®

Strategic Content Planning


76%High-performing content teams

consistently inform content

strategy with

best-practice inputs 76% more

often.


SiriusPerspective:

Work from a documented content strategy

that’s shared and agreed upon by content

stakeholders.



Best Practices

• Gather key plan inputs from content

ecosystem stakeholders:

• Audience definition

• Persona and journey map insights

• Campaign messaging

• Activation plans

• Performance metrics

• Provide ample opportunity for stakeholder

input

• Build in plan KPIs and quality thresholds into

the playbook

4INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ

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33%High performers integrate SEO

keyword strategy into the

content lifecycle 33%

more often.




33%High performers integrate SEO

keyword strategy into the


more often.

SiriusPerspective:

Think of SEO strategy as an intrinsic part of

the four Ps: content planning, production,

publishing and promotion.



Best Practices

• Use SEO keywords as inputs for content

planning, creation, activation,

measurement and optimization

• Infuse content with a target audience

lexicon to drive

end-to-end audience-centricity

• Build keyword measurement into briefing

expectations




>2xHigh performers are more than

twice as likely to publish a global

master calendar in a content

marketing, project management

or workflow tool.

Content Management and Technology







or workflow tool.

SiriusPerspective:

Use of a global master content

calendar is a best practice that is

increasingly critical to organizations

with many content stakeholders.



Best Practices

• Evolve content operations, including

calendaring, with content marketing or

project management software

• Develop comprehensive calendar use-

case views to serve cross-functional

stakeholders

• Establish quality gates in workflow steps

to ensure deliverables meet thresholds




44%High performers are

44% more likely to use advanced

analytics segmentation.





44% more likely to use advanced

analytics segmentation.

SiriusPerspective:

Segment metrics by

best-practice attributes – audience,

campaign, theme/topic, channel, region,

vertical/industry and offering.




Best Practices

• Use a universal taxonomy to govern

metrics segmentation

• Select metrics on the basis of specific

stakeholder use cases

• Choose metrics on the basis of the quality

of insights they provide to content

producers




72%High performers use modular

content development across

all content creation 72% more

often.

Content Factory



72%High performers use modular

content development across

all content creation 72% more

often.

SiriusPerspective:

Modular content enables advanced content

targeting and activation, improving

message consistency, content relevance

and engagement.

Content Factory


Best Practice

• Reuse critical content components in

many contexts

• Improve messaging consistency and

quality with standardized content modules

• Use a universal taxonomy and good

tagging practices to ensure contextual

relevance

Headline Publish Date

Subhead Call to Action

Short Description Related Content

Long Description Author

Introduction Boilerplate

Section One SKU

Section Two Image One

Section Three Image Two

Content Factory



73%High performers are 73%

more likely to have service-

level agreements (SLAs)

and adhere to them.

Content Factory




more likely to have service-

level agreements (SLAs)

and adhere to them.

SiriusPerspective:

Content factories should deploy SLAs as

part of their standard content management

best practices.

Content Factory


Content Creation Service Level Agreement

Best Practices

• Base SLAs on actual workflow data,

including minimum quality thresholds and

conformance to the brief

• Factor in technology and third-party

constraints (e.g. video production)

• Include dependencies such as budget,

executive approval and delivery timing

Content Factory

SiriusPerspective:


Content Strategy and Operations: SiriusInfographicAssess and adjust the team’s focus using this fact-based understanding of what

actions correlate with high performance.


76%High-performing content

teams consistently inform

content strategy with best-

practice inputs 76% more

often.

33%High performers integrate

SEO keyword strategy into the


more often.





or workflow tool.


44% more likely to use

advanced analytics

segmentation.

SiriusPerspective:


Content Strategy and Operations: SiriusInfographicAssess and adjust the team’s focus using this fact-based understanding of what

actions correlate with high performance.





or workflow tool.


44% more likely to use

advanced analytics

segmentation.

72%High performers use

modular content

development across all

content creation 72% more

often.


more likely to have

service-level agreements

(SLAs) and adhere to

them.



Action Items • Content strategy and operations

• Use the SiriusDecisions Scope of Content Strategy and Operations

Model to assess functional maturity

• Maintain an SEO keyword universe aligned with audience-centric

taxonomies

• Measure content usage and activation, not just content performance

• Build measurement and use-case reporting into strategic content

planning

• Use a phased approach to address transformation needs in building

a high-performing content function

Thank you!

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