Content drives the solution.

Planning can take a number of forms, depending on where you lie in your content marketing journey. If you are just beginning to build your content, planning might take the form of a business case or even a simple mission statement.

For other organizations that have been building content for some time, it may exist as a regular checkpoint to ensure that your programs continue to meet broader (and sometimes changing) business goals. Regardless, the planning element of your content should be the first — and strongest — thread throughout your content management solution.  Once you are through this process, the Content Development Strategy will help you dig into creating the content.


You content objectives should achieve a business objective.

To help you through this, focus on an outline format.  It will get you started.  

Identify the content types you want to use: text, graphics, videos/animations, etc.

Start mapping out the sources of this content at this stage, no need to get too specific yet.  But you need to start being realistic early.

Design management tools you will need to support, maintain, share, the desired content.

This should include document life cycle management plan, authentication, streaming, and other methods based on each type of content.

Develop your site structure in the context of the CMS to identify how this content will be structured.

Put the content into perspective - what will it take to collect, create, and distribute each type of content.

Test and training plan for maintaining content.

This is where you need to get specific about the source of each type of content.  Do you have product managers that need to be trained, or is some assigned to be the single source of all content.


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