Build a Framework for Digital Marketing Content

Build a Framework for your Digital Marketing Content

Building Content Framework

 Time is valuable but so is your content! Agree? I think most would.

 Developing a content editorial calendar is an easy way for you to save time with all marketing efforts. Editorial calendars allow you to see an overview of content that was/is to be published for your company. Editorial calendars also provide your company the resources needed to make edits/approvals to content prior to publishing. You can create simple editorial calendars using Google Sheets or Excel Spreadsheets. Not spreadsheet savvy? That’s okay too, you can purchase MSMG’s Editorial Calendar Template to help get started.

 Step 1: Create your editorial calendar

 Step 2: Build a review system

1.     Editing

a.     Always review content for grammatical errors. You may not need it to be in perfect APA format as digital marketing content is usually a more conversational tone; however, checking for the usual spelling and punctuation errors are always valuable.

b.     Does the content follow your Search Engine Optimization (SEO) best practices? Ensuring that your top searched SEO keywords/phrases are included in the content messaging will help increase reach for your content.

c.     Lastly and most importantly does the content align with your brand style guide?  

Unsure what your branding style is? STOP here and check out MSMG’s available brand strategy services first to help ensure that you have a clear understanding of your brand’s identity and who your target audience is.

2.     Review and Approve

a.     Delegate! Delegate! Delegate! Assign members on your team roles to help review and approve your content. You will need the following roles to be successful:

  • Content creator
  • Editor
  • Approver

Note, in MSMG’s management service packages you may utilize MSMG for creator/editor roles. This will help save your company time and resources.

b.     Establish the number of approvals needed prior to content publishing. It is recommended that all content is approved at least once by an individual other than the creator. These approvals can vary based on content sensitivity.

c.     Build approval tracking system within editorial calendar. Listed in your shared editorial calendar should be an approval tracking system. For example, color coding a content red when in ‘editing’ status, yellow when ‘awaiting approval’, and green when content is ‘approved’ and ready to publish. This will eliminate the error of publishing content that is not ready.

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