Content Creation

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Content creation is the process of making information useful, usable, valuable, findable, credible, desirable and accessible.

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Related Mindset:

Culturally Responsive

Segment:

Team

Inputs:

A user story with defined business objectives and acceptance criteria

Outputs:

A completed user story with all necessary content

Content creation is best driven by a Content Strategist. The process of creating content is a cycle that needs to remain in constant movement.

At the core of content strategy is clear definition of business goals.

These goals will serve as the central figure in the content creation and implementation process. As described by Brain Traffic’s The Content Strategy Quad, the process can be broken into four quadrants, Substance, Workflow, Governance, and Structure1. The quadrants are then divided into content components and people components.

  1. Substance, a “Content Component” is based on the voice and message of the brand. Content strategists are responsible for determining this message to be communicated and the language (or voice) that will be used to do so.
  2. The Workflow is a “People Component.” A content strategist will create a workflow that directs the processes and the tools needed to create, edit, maintain, and archive content. A release schedule may be part of this workflow as well.
  3. Governance is the other “People Component.” Governance works hand in hand with Workflow. It establishes the decision-making infrastructure of the content creation process.
  4. The last “Content Component” is Structure. This is the technology and the means used to distribute content. This portion includes set-up of the metadata and tagging necessary for target marketing and SEO.

Common Pitfalls

  • Poor structure - The foundation for content generation is generally not the content itself, but the manner in which it is formalized. Oftentimes the content is not formalized appropriately. The first step to fixing this issue is to hire a Content Strategist to lead these efforts.
  • Lack of maintenance - Content needs constant attention, and the process needs to be owned by a full-time Content Strategist. It is a constant investment which has proven CX benefits.
  • Undefined governance - Without a clear and documented governance process, governance doesn’t truly exist. Organizations must clearly define this decision-making process within the content creation process.
  • No Program- and Team-level workflows - The Digital Value Delivery process requires predefined workflows. While many organizations embrace a process for aspects like software development, content creation should have similar workflows in place.

References