content writting

How to Create an Effective Content Marketing Strategy

Are you looking to design and implement a new content marketing strategy? Unsure where to start, or in need of assistance for your project? If so, then this article may be just the ticket.

When it comes to a core content marketing strategy, it can be split up into the four key components of substance, structure, workflow and governance. Now don’t switch off quite yet, as we will explain what each of these terms mean and how to combine them to build a successful content marketing strategy.


First up of the core terms is substance, which is fairly self-explanatory. The substance refers to the type of content that you require, such as the topics that you will address and the style of content.

One of the areas to research in substance is what messages you are trying to communicate to your audience. Is this information geared toward attracting their business, or simply to advise and assist? Determining this will help you shape your content, so that is an effective marketing or communication tool.


Next up is structure, which refers to how the content is organized, formatted and ultimately displayed. This is another term that can have a vastly different meaning, depending on the type of content you are creating.

If you are creating in-house communication among a team of employees, for example, then you may want to ensure that metadata and communication planning are included, allowing all users to access, edit and view the content as necessary.

Ensuring that the essential infrastructure is put in place will not only safeguard your content, but also make it far easier to access, collaborate and utilize.


Thirdly in our content marketing strategy core principles is workflow, which includes the tools used and the process in which content is successfully produced. Designating the human resources that are needed for each type of content helps with ensuring that each user knows his task.

A good example of efficient workflow is splitting up your content into different areas and attributing a certain area to particular user or group, allowing them to have access and responsibility over everything in this sector. This allows a larger degree of accountability and helps to ensure that the quality is maintained and the content is effectively managed.


Lastly but certainly not least in our content marketing strategy foursome is the imposing area of governance. Having a wide ranging brief, governance refers to how the top level decisions of content marketing strategy are performed, along with how the various alterations are passed down through the lines of communication.

Without an efficient governance system the entire content marketing strategy is in jeopardy, as there becomes a vacuum of responsibility. Key decisions need to be made and communicated effectively, quickly and in an efficient manner.

By mastering the four principles detailed above, your content marketing strategy should put you in great shape for creating and maintaining high-quality content.

How Structured Authoring Can Improve Your Technical Writing

The idea of structured authoring can be a confusing one to begin with, but once it is implemented effectively and in its most accessible form, it can save you a huge amount of time and resources.

Structured authoring is becoming increasingly used within technical writing documents, and there are a number of reasons for this.

Updated specifications

If you are performing technical writing as part of a car manufacturing process, for example, then you may have multiple documents all relating to a certain area, such as the engine size.

If the designers of the car decided to amend the specifications on the engine, then all of the other documentation, which may be hundreds of documents, would all need to be manually updated in order to be correct.

By using an XML framework, it can be configured so that there is one source of information and by simply altering this one section all of the other documents are updated automatically, saving you what could potentially be a huge amount of painstaking work.

Ensuring information is current

Technical writing, by definition, is required to be more exact than most other forms of writing, so ensuring that the information given is correct, is of the utmost importance.

Not only can outdated information look unprofessional from a client’s point of view, it can also have large domino effects when used in technical writing.

Reusable content

Being able to easily reuse content is important when devising an efficient content management system for a business, or organization.

While other forms of content may also use sections such as disclaimers, legal notices and terms of use, when it comes to technical writing there is much more information that is going to be repeated from previous content, that you are able to use.

By allowing each of these sections to be amended from one single source of information, you can reuse this information by simple inputting this field into your new technical writing document.

Content management

As an increasing amount of information becomes more readily stored electronically, ensuring that you have the right content management system in place to deal with this, is going to become a progressively more important task.

The technical writing sector is no different and by embracing the structured authoring and XML framework ideas, businesses can manage their content proficiently and effectively.

The use of meta tags and other identifying information allows for easy storage and use, ensuring the author can easily search for certain documents, or sections. This becomes incredibly useful when you are adding content to a new document, which you know exists elsewhere.

Tips on Choosing the Right Content Management System (CMS)

When you’re shopping for a good content management system for your website, you need to look at it as if you are buying tires for your vehicle. Time and time again, people jump in and grab the first CMS they come across, without doing much research on it. If you are currently redesigning your site, you need to find a good content management system that suits all of your needs. You don’t need a CMS that falls short on you and of course, you don’t want to overpay on features you don’t really use. Here we are going to give you some tips on choosing the right content management system.

Consider the Ongoing Costs

When you have a powerful and interactive website, you will need a budget to keep it up to par. If your marketing budget is falling short after updates and maintenance, you need to consider the size of your CMS. You should also take the yearly CMS license fees into consideration. You should create a site that offers better user experience that you are able to maintain on a regular basis – this is much better than launching a site packed full of bells and whistles that you are not able to keep updated.

What Type of Functionality do You Need?

If you are creating a website that will feature online chat, logins, databases and more, you will obviously need to choose a content management system that supports this functionality. If you want to deliver a powerful experience to your visitors, you will need to put a large investment into your CMS. However, on another note, if the functionality is much simpler, you can go for a less expensive option.

Scalability and Flexibility

As you are developing a site you want today, you should keep the future of the site in mind. At first, the site may seem small, but it will eventually grow, so you need something that is capable of adjusting to those changes easily. Choosing a content management system that can scale to fit your strategies is perfect for you.

Find One That Handles Third-Party Integration

Do you plan on having a chat functionality or any other form of integrated third-party applications? If so, you need to find a system that is up to all of this.

Those are some tips you should consider when you are shopping for your CMS. Remember, do your research and don’t grab the first one you come across.


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