{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Earlier this year I was asked to speak at the Brighton Digital Marketing Festival and host the content session during the afternoon.

After some consideration on what to speak about, I came up with the concept of ‘The Content Cycle’ – a process that helps marketers ensure they have a really good content strategy in place.

The Content Cycle as a concept is based on the way we work with clients and construct digital marketing campaigns. However, the process can easily be applied specifically to the subject of online content.

This can be used as a process for your whole content strategy, or you can apply it to individual campaigns.

What is the Content Cycle?

Put simply, The Content Cycle is:

  • A way of helping to plan and implement your content strategy.
  • A way of making you focus on objectives and audiences.
  • A way of reporting fully on your content production and help to justify the ROI.

The process is visually represented in the image below.

 

Each of the different stages has distinct and important functions as part of the process, which must all be used.

Discovery

The discovery phase is really your ‘investigation’ stage. It ensures you have all of your content fundamentals in place. This stage helps to guide your content strategy and future campaigns.

Technically, it’s outside of the cycle itself, but is just as important as any of the other phases. In many cases you may carry out this discovery phase just once. That said, it’s worth reviewing regularly or even conducting from scratch if you are going to apply this process to a one-off campaign.

The key areas for you to look at during this discovery phase include:

  • Content audit. Audit your current content and build a S.W.O.T analysis. Consider areas such as technical limitations, structure of content, internal and external resources, user metrics, and competitor activity.
  • Audience personas. Build personas for your various audience groups (if you have more than one). Who are they and why would they want to view (and share) your content?
  • Popular content and opportunities. Use Google Analytics to review popular and unpopular content, plus tools such as Social Crawlytics to see what content is popular from social shares. Reviewing your internal site search, if you have one, can also provide clues as to what information or content people are searching for.
  • Identify internal experts. Who are the experts in your business that could help provide content? Can they write content for you or even be interviewed?
  • Repurpose content. Have a hunt around for any old content that’s not online (company brochures, photos that have not been uploaded, magazine articles etc.) then review if it could be repurposed on your website.

Once this stage is completed, then you will have a great handle on your current content and you are in a position to move onto the next phase.

Planning and setup

Now you’ve got a good base of knowledge about your current content situation, then this next stage aims to ensure that your content strategy or campaigns are well thought-out and have purpose.

The important areas for consideration include:

  • The customer journey. What does your customer journey look like and how should your content best fit this? For example, consider which type of content is great for awareness and which type is better for conversion.

  • Objectives and KPIs. Simply put, this focuses you on why you’re producing the content (objectives) and how you are going to measure its performance (KPIs).
  • Tools for ideas. Which tools do you have at your disposal to help generate a wide-range of content ideas? Tools can include alerts, such as Talkwalker, topic trend trackers, such as BuzzSumo, and social tools, such as Topsy.
  • Briefs. Ensure that you always produce detailed briefs for your content producers so they know exactly what you want produced. This includes elements such as the intended audience, dependencies, deadlines, objectives, keywords, and calls-to-action.
  • Responsibilities. If there is a team of people working on the content campaigns then you need to make sure everyone is aware of their roles and responsibilities. If you have a larger team, then pick and choose the people who have the best skills for the specific task.
  • Environments, Think about your content and how it is going to be viewed. Will people be viewing it on a mobile device (or, in the future, even Google Glass or on a ‘smartwatch’)?

Having solid planning in place before you start producing content will help to maximise efficiencies and also the potential ROI of that content.

Execution

Execution is the actual ‘doing’ stage. It’s when you get a chance to now produce your content and promote it.

For execution, it’s important to consider areas such as:

  • Basic content optimisation. Make sure your content is search friendly. Despite Google’s algorithm changes, it’s vital that your content can be found easily, recognised for its relevance and that users can read it. Make sure you check things such as H1s and H2s, image usage and alt tags, structure, readability, tone of voice, grammar and spelling.
  • Content marketing or promotion – Consider all of the options you have available to promote your content. These may alter depending on the type of content and its objectives, however can include outreach and PR, paid advertising (PPC, display or social ads), social seeding and bookmarking, forums, email.
  • Influencers vs brand advocates – Influencers can be really useful for helping to promote your content, however don’t forget about your brand advocates too. These are your loyal customers who have an affinity to your business and therefore are likely to share it.
  • Make it shareable – If you’re going to the trouble of creating great content, then make sure that your users can share it easily. Ensure you have active social sharing buttons visible on your site and that they are optimised correctly to provide the right support for the shared links (correct page titles, relevant thumbnails and good descriptions).

Getting the content ‘right’ is important, but equally important is how you are able to promote this in order to give it the best chance of visibility to the right audiences.

Reporting, analysis and insight

So you’ve started producing your content now and are getting it out there, but is it working?

This stage is for analysing and reporting on what has happened as a result of your content campaigns and can include elements such as:

  • Content tagging. Tagging the URLs before they are promoted means that at this stage you can better report on the activity you did.

    Use Google UTM tags on your content URLs, ensuring you correctly label the source, medium and campaign name. Then check your results within the ‘Campaigns’ section of Google Analytics.

  • Metrics. Contrary to what some people think, the performance of content can be measured. There are a number of metrics to consider, including links (who is linking to your content?), reach (the  number of ‘eyeballs’ that have seen your content), social reach, brand mentions and sentiment, Google Analytics metrics (traffic, time on site, etc.), conversions and assisted conversions.
  • Reporting tools. For each of the metrics above there are a wide range of tools that can be used, including Open Site Explorer and Majestic SEO (links), Google Webmaster Tools and tracking pixels (reach), Social Crawlytics and SharedCount (social reach), Social Mention or Brandwatch (brand or sentiment measurement).

Refinement 

This is the final stage and is vital in order to complete the cycle. At this stage, you take a look back at your content campaigns or strategy and review it, asking questions such as:

  • What worked?
  • What didn’t work?
  • Did it meet your objectives?

Another useful thing to help refine your content is to gain feedback on your content from the people who you are producing it for – your audience. Look at your comments under articles, plus directly ask people via your social media channels.

You are bound to get the extremes of people saying they either ‘love it’ or ‘hate it’, but filter through this and you should find some gems of useful feedback.

Taking this information, you then combine it with the results from the reporting phase, then feedback this learning into either the execution phase, if only minor amends are required, or back into the planning phase if you need to start again with a different approach.

The cycle is complete

The Content Cycle is a simple process that can be adopted by any business, big or small, to help ensure that they are producing online content that reaches their digital objectives.

It’s vital that each of the phases are given equal attention, as they are all required to make the process work effectively.

Implementing it is a sure-fire way to not only improve the efficiency of content production, but also to prove that content can most certainly deliver ROI for your business.

To find out more about The Content Cycle then you can view the full presentation from the Brighton Digital Marketing Festival.

David Somerville

Published 6 January, 2014 by David Somerville

David Somerville is head of inbound marketing at Fresh Egg and a contributor on Econsultancy. You can connect on TwitterLinkedIn or Google Plus

4 more posts from this author

Comments (7)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Evan VanDerwerker

This is a solid write, Mr. David. I'd say it's about time someone formalized the "Content Cycle," with a name and procedure.

"[Making] sure your content is search friendly," is an often overlooked tactic after spending weeks creating.

Keep up the nice work,
Evan VanDerwerker
www.vanderwerker.coma

over 2 years ago

Avatar-blank-50x50

Sherrod Patching, Director of Client Services at BrightEdge

Also in regards to tools BrightEdge does a fantastic job of aggregating all of your GA, GWMT and page insights data in to one place so that you can create promotion strategies around your most successful content : )

over 2 years ago

Avatar-blank-50x50

Erika

This article has helped me to understand the importance of creating relevant content for the audience of my company and i have to start from the scratch, very helpful. Loved all the tools for monitoring and reporting :)

over 2 years ago

Avatar-blank-50x50

Richard Hussey

It's interesting that a process that can be described so simply still seems to cause difficulties with implementation. I often find that developing a content strategy with a client reveals a lack of clarity in who they are marketing to, the buying process customers go through, and the pain-points, needs, objectives and potential barriers to purchase that they have.

Developing a content strategy and publishing cycle like the one you describe generally has a wider-reaching healthy impact on the business.

over 2 years ago

David Somerville

David Somerville, Head of inbound marketing at Fresh Egg

Thanks Evan, Erika and Richard for your comments.
Sherrod - I will take a look at BrightEdge :)

over 2 years ago

Avatar-blank-50x50

Steve Mullen

This is a great post David, thanks for sharing. It compliments a recent post of mine about content scheduling rules such as 411, or 80/20 or even the rule of thirds.

The content cycle helps i the development and refine of content - of course, the most crucial element in content marketing.

Cheers

over 2 years ago

Avatar-blank-50x50

Julie Hong

Hi David, to keep you updated on our product: Talkwalker Alerts are now also available on HootSuite! To try it out yourself, simply install the Talkwalker Alerts app on HootSuite to monitor and share content the fastest way in one single platform. More info at http://bit.ly/1aW01hb - let me know how it works for you :)

over 2 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.