Five Ways to Make your Content Marketing Implementation More Accountable

Designing and implementing a content marketing strategy is one of the most challenging but rewarding activities professional marketers can undertake.

Challenging because despite there being so much online advice, quick start guides and shortcuts, getting your positioning right and consistently delivering it in a way that speaks to customers about their problems and transformation is one of the hardest things to crack in modern marketing.

Rewarding, because when you do, it just feels like your work has meaning.

We’ve all seen the stats about the volume of content being created that does little to help and support customers, so it’s important to spend time and organisation resources on activities that make a difference.

So how do you stay accountable in content marketing?

Here are five simple, but not always easy to implement ways to get better at being more consistent in your content marketing efforts.

1. Agree the outcomes of every piece of content you create

Who is it impacting and what do you want them to do? Content should either offer an actionable tip, provide some industry insight or specifically ask for feedback in some way.

2. Plan and deliver in public

Certainly within your team and organisation. Deadlines create urgency and ensure things get done. Most organisations rely on lots of people to co-create content so it also helps plan workloads across multi-displinary teams – and senior management – which they will be grateful for.

3. Set roles and responsibilities

Spend time getting as clear as you can on who is doing what and when. Think about who is researching, who is creating (writing and designing) who is reviewing, who needs to be involved and feed this into the plan so everyone is clear on their responsibilities and also how it impacts everything else if things slip. Use software like Asana or Trello to set up team workspaces.

4. Agree your core topics and style

Set core topics that you know resonate with your audience and give you the opportunity to comment and add value, positioning products and services to help them. Create a content style guide which, with the right tone and vocabulary ensure you remain consistent across platforms and help your team quickly and confidently produce to your brief.

5. Celebrate your wins

Use actionable data to report on content success and celebrate your wins. Use your best performing content as a gold standard to drive your standards higher and serve your customers even better.

Accountability in content creation matters as it helps you make better decisions faster, create better, drive higher standards and build your brand.

What do you think? Are you working in an accountable way?

Bonus: Join the next four weeks Content Marketing Incubator and work with two of our best facilitators to bring your content marketing strategy to life.

Nothing beats working in a group scenario with live feedback to build strategies and plans quicker than you would on your own.

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Rene Power

MMC Learning’s Director of Marketing, Rene is passionate about making marketing more accessible and has an interest in businesses in the industrial and professional services sectors. Among his responsibilities as a member of the MMC Learning team are designing and delivering the company’s own marketing activities, and assisting clients with their team training.