Table of Contents
- What Is Content Operations?
- Why Do You Need Content Operations?
- How Does Content Operations Work?
- How Does Content Operations Help Content Strategy?
- Do You Need a Content Operations Specialist?
- Key Takeaways
Content has always played an essential role in a brand’s marketing processes. But now, when businesses of all sizes have shifted to the virtual world, content has become more important than ever. You need great content for everything, whether it’s about boosting brand visibility and awareness or running successful marketing campaigns for attracting traction and gaining successful leads that have the potential to convert. The quality of content dictates the success of your digital marketing campaigns. And this is when the question, “What is content operations?” comes in.
However, before we dive into content operations, let’s understand a few basic things about content. Content is an umbrella term that consists of many forms, including websites, blogs, thought leadership articles, social media posts, images, infographics, vlogs, etc.
Every other business publishes the content of various kinds and from different niches every day. 60% of marketers post content daily. Due to this, we have a large amount of data at our fingertips. This prospect may sound fantastic from a consumer’s point of view. However, this fact can give marketers a headache.
So, publishing quality content that is relevant and targets the right audience is the only way for your brand to be successful. You can’t rely on traditional methods or create content on an ad-hoc basis. You need influential and compelling content that aligns with your brand’s vision and strategies, to implement better conversions. And for that, we have another field growing and buzzing around in the digital market, known as content operations!
What Is Content Operations?
We all have heard about content marketing and the different types of content. The question that may loom overhead is, “What is content operations?” Content operations, which is also known as content ops, is an amalgamation of modern technologies, people, and processes responsible for strategizing, creating, and distributing all kinds of business content. In easy terms, we can define content operations as the behind-the-curtain of a great theatrical show. It takes care of the quality, quantity, and effectiveness of your content throughout.
Why Do You Need Content Operations?
Gone are the days when we used to strategize content only for certain occasions, such as annual website redesigning, publishing blogs once a month, or posting social media content on celebrations. That’s not today’s scenario. On the contrary, brands now have to publish content consistently, aligning with the brand’s vision, attracting customers, and creating engagement. Also, with so much content in the market, it’s essential to have information ready in a short amount of time.
Brands sometimes underestimate how much labor goes into implementing content strategies and sustaining the process while ensuring that it meets the ever-growing expectations of customers. Content operations have modern technologies, which streamline the whole content creation process. It also analyzes metrics, such as the number of viewers, the number of people clicking on products after reading the blog, or visitors to the website. Content ops also help you gauge which piece of content gained better traction, and which one did not.
Additionally, content operations have the following functions.
- It helps ensure that content strategies and creation are aligned with business priorities.
- It involves collaborating with all departments of the businesses for effective content creation.
- It keeps a constant check on content quality and conversions. Also, content operations personnel have to stay updated on new trends and tailor-make content accordingly.
- It helps you find out ways to generate quality leads and engagement for successful content marketing.
- It helps you find out the right assets for the right roles for better content creation and implementation.
- It helps audit results and govern marketing strategies for better brand visibility.
We can safely assume that content marketing without content operations is the same as a car without engines. No matter what the brand’s vision is or what kind of an impact you want to create, you need logistics with strategies.
How Does Content Operations Work?
Content operations is a new framework that brands are still warming up to. It’s not a different branch or segment of business-like website development, designing, marketing, and sales, etc. Many experts have explained content operations as a patchwork of all business disciplines to make them work together, increasing productivity, decreasing lapses in a seamless manner while increasing quality conversions exponentially.
Implementing content operations can be challenging, and it may take time for your team to adjust to it. But in the long run, an effective content operation platform can be a game-changer for your brand. Before we discuss how digital content operations can affect the team, let’s discuss the three pillars of content operations.
Every person in your team is unique. But it’s not easy to find out how your team members are an asset to your business and can contribute effectively to content creation and marketing. Often, the companies that do not have content ops fail to deliver quality content that connects with customers or showcases the brand well. And most of the time, it is because there are no specific job roles and descriptions given to the team members, which confuses them, resulting in poor content delivery.
The content operations team follows some basic rules to improve the overall process.
- They will first map out the needs and priorities of the business.
- They will then assess the assets the business needs and cross-check them with all the existing assets available to the team.
- They will define the role and job description of each person in the team to avoid any confusion about their responsibilities.
With the right people having the right job, nothing is impossible. Once they understand their roles, they can focus on a particular task and perfect it.
For example, you have a team of web designers, graphic designers, front-end and back-end developers, digital marketers, content writers, videographers, VFX editors, photographers, and product designers. Now, you have to create a new website. So, you will assign website building to web designers, UI/UX designing to graphic designers, website content to content writers, and product photography to photographers. All the project elements will be assigned simultaneously, which would reduce confusion and time wastage. This would result in fast delivery and a better customer experience.
This is a make-or-break element of content operations. Without a defined workflow or process, even a winning strategy or vision would fail. The content operations team is responsible for ensuring that the whole process, right from content creation to execution, is smooth as butter. The team builds frameworks for content deliverables and assigns work to team members with structured work roles. It is also responsible for prioritizing tasks.
We can say that content operation is the heart of a business. Whether planning, creating, or publishing content, content operation takes care of every stage.
Since content operations executives know your business and team well, they would also create work templates and style guides to help the members work efficiently and deliver quality content, as per the client’s needs or desires.
We have established that content operations is an essential but cumbersome process. And it can be even more of a headache if you don’t have the right tools and technologies. There was a time when we used Microsoft Excel and Word for content creation and management. But in today’s world, a content operations team has to do many jobs simultaneously; you don’t have the time to keep track of multiple sheets and documents if they are not synced. So, you need modern tools that have the following features.
- Easy to schedule
The tool should have a feature that helps you assign work to your team members, while scheduling posts on various channels. Now, this particular feature helps many digital content operations teams. Normally, the whole scheduling process is tiring, and often, people miss it, due to which there is a lapse in customer experience. A tool that allows you to schedule directly from the system can reduce the chances of these lapses.
- Real-time updates
This is important if you want to keep track of your processes. As the team grows, it’s difficult to check which member is doing what, especially when multiple projects are on the plate. With a great content operations tool, you can check for real-time updates of the team members’ work and guide them accordingly.
- Analysis and reports
Content creation without analysis won’t drive results. You need a tool to audit the content results, track conversions and engagement, and give you a thorough report. With better analysis, you would know what kinds of strategies you need to implement in the future and map your branding and marketing plans for effective lead generations.
- Task management
This feature of the tool allows the team members to access resources that they need for their job descriptions.
So, content operations would ensure that your team is productive and boost its ability to function as per the constant changes of the market. Also, great content operations can help build an effective team with great assets. This would help the brand deliver a Better customer experience, boosting its brand visibility and reputation.
How Does Content Operations Help Content Strategy?
Content operations is the crux of content strategy. The fundamental job of content marketing operations is to align every element of the business with the brand’s vision and ensure that the process for each content marketing strategy is completed seamlessly while executing the deliverables on time. So, it reduces the chances of failure by a significant margin, which increases the potential to scale better and generate leads with greater conversions.
- Content operations provides you with a better understanding of your business assets and analyze how to use them for profits.
- You should streamline the content creation process by defining each step with clarity and guides.
- Keeps a track with defining metrics for each marketing campaign to gain insights for future content strategies.
- Digital content operations can also help you study consumer behavior and steer marketing campaigns for branding and sales.
- Content ops bridges the gap between consumer needs and brand content.
- It avoids inconsistencies in content quality and execution.
Digital content operations steer content strategies directly and help businesses succeed. It can create visibility among customers while delivering an amazing customer experience.
Do You Need a Content Operations Specialist?
Content operations is a new yet fundamental process every business should invest in, irrespective of its annual turnover. A content operations specialist would be beneficial for a business that implements content operations for the first time and has visions to expand further. A content specialist would be responsible for creating and initiating content projects while overseeing the whole work process across various verticals. Also, they would help you build a great team and give better analytical reports, along with devising systems to improve the quality of content. A content operation specialist will help you leverage your content for better prospects and profits.
- Content operations helps streamline processes and enhance the quality of content.
- It is responsible for ensuring that the brand executes quality content with higher conversion rates.
- Content operations helps analyze, audit, and govern content creation, quality, and types.
- Also, it helps align all elements of the organization and increases productivity, while avoiding lapses.
- Content operations effectively increases the margins of profits of a business.
All in all, if you have a business or an organization that is chaotic and without any framework, and you are not able to deliver content on time, which is affecting your digital content marketing strategies, then you need to implement content operations. Initially, it might be scary to implement, and you may even be wondering, “What is content operations?” But with the right tools, it can surely be worthwhile. Having your systems and processes in place is key to winning big and having a competitive edge in this ever-expanding industry. You will be able to focus on customers’ needs and design your products better, resulting in long-lasting relationships and quality leads.
A content operations specialist is a person who knows how to work across all verticals of a business. They take care of the whole content management process. They are also responsible for content analysis and work in tandem with the marketing team to help them strategize better campaigns. A specialist is responsible for maintaining consistent content standards and also looking after a content inventory.
Content operations help align all the vision of the organization with the needs of the customers and the strengths of the team. It ensures team collaboration for content building. Also, it gives fruitful insights about customer behavior and steers content building accordingly.
There are three components of content operations.
It takes a lot of time to establish effective content operations. But the cost depends on your assets and team size. If you are a big organization, you need to invest in content management tools with higher price tags instead of tools for a small team size.