With the demand for digital content assets on the rise, developing a ‘content engine’ is crucial for businesses who want to deliver both quantity and quality. This post describes the importance of content engines and what you should look for under the bonnet.
Why is a content engine important?
While most marketing teams have at least some process for developing digital content, there’s a growing need for many businesses to scale things up because:
- Digital, and notably social media, is where audiences spend most of their time – and content is the fuel for feeding this demand
- The number of platforms and formats continues to grow and evolve, and content must be tailored to each
- With significant levels of media investment and reach it must have robust approvals
- The bar for quality (i.e. does it entertain, inspire, engage) continues to rise, as businesses compete with brilliant ‘general public’ content creators for attention
What does a content engine bring?
A purring engine helps teams to:
- Deliver content more cost-effectively (in terms of people, process and technology)
- Deliver content in a more timely manner
- Produce materials that are of greater value to the business and the audience; weaving in trends and insights
- Drive greater consistency
- Facilitate robust content approval
- Help set a clearer view on the role of external content creators
What are the roadblocks of working without one?
Any team can produce piecemeal content and just about get it out of the door. But that’s likely to mean:
- A disconnect between organic and paid social media content streams
- More stress and potential for errors
- Standard, vanilla, paint-by-numbers type content (which an AI could write on its own!)
- Duplication of effort and inefficiency
- Inconsistency, especially if multiple teams/functions are involved
3 golden elements of great content
I love a good Venn(!) and have used one to talk about the ‘content sweetspot’ for years. It has recently had an upgrade, with more emphasis on the creative spark that brands all need. Audience insights and data are important inputs, but, as we’re exposed to more content, the need for that je ne sais quoi becomes paramount to standing out:
slp consulting content Venn
9 components of a content engine
We think about a range of interconnected parts within a successful content engine:
- Pillars: how we agree what we should (and shouldn’t) talk about
- Ideation: how we generate and communicate great ideas, and who’s involved
- Specification: how we define exactly what’s required
- Coordination: how we organise the core and supporting teams involved
- Production: how we create content that ticks all the boxes
- Management: how we quarter-back what’s being produced, including the use of relevant tools
- Approval: how we sign-off in a timely, auditable manner
- Distribution: how we share content with teams
- Measurement: how we understand what’s working and act upon it
Making it happen
The development of content requires input and support from many stakeholders, both internal and external. Plus, it needs to navigate the changing digital environment that content lives in. That can mean a quick-fix is challenging. Instead, think about breaking down each capability you require into achievable tasks, and then steadily building up each one over time.
What sort of content engine is your business driving?
Image credit: https://unsplash.com/@kasparseglitis