How to set up governance processes in content marketing

Just as your social media marketing needs governance, so does your content strategy.

Speaking at Marketing’s Content 360 conference, Nadeem Amin, regional digital marketing manager for Kellogg’s Australia, highlighted the importance of social media governance. “There are different kinds of issues, as many as there are individuals, and each individual has a different way of looking at things,” he said.

Likewise with content marketing – content governance is needed to standardise the way in which an organisation deals with contingencies on its social media platforms, he said.

He defined content governance as a set of policies that includes processes, guidelines and educational resources to best represent your organisation to an internal and external audience. Any kind of content governance should be tailored to manage across different levels of issues that pervade across local, regional and global markets.

Governance tools are also needed as an optimal way of managing reactions carefully through collective intellect, aided by the use of technology.

According to Amin, tools here refer to a wide range from policy making to applications which are a set of best practices, guidelines, processes, procedures and best-in-class available software to do the job of content governance in ensuring the quality of an organisation’s social media platforms.

He said it was crucial to define your governance team to include the following divisions: legal, corporate communication, consumer affairs, brand, public relations, human resources and digital.

Create a workflow

In ensuring the quality of dissemination of information, organisations need to create a specific content workflow.

Amin advised that companies needed to first plan their workflow before drafting content. Next, companies need to revise and troubleshoot any problems that arise in the initial stages before testing the final product. The finished work ought to be approved by appropriate divisions, preferably from more than three departments, before running the content to be published into the digital sphere.

After the content was published, he said a social media policy had to be drafted immediately as a pre-emptive way to deal with any standard issue.

The social media policy, he said, had to be “organic and flexible, with regular updates on social media best practices”.

“Companies should also create a social media playbook that aligns with brand guidelines.”

To do that, he recommended a content calendar so as to not clutter content with erratic updates and changes.

A flowchart with department names and titles of the people, name of the person, contact details of that person, keeps things neat and tidy when it comes to communications.

For approval processes to run smoothly, companies should develop an RACI code of conduct, and be responsible, accountable, consult and informed when drafting an approval process. An added advantage is having a flowchart of your approval process for easy reference.

“Regularly training and educating your key stakeholders is a must to keep everyone up to date on what’s relevant and current in the social space.”

To best achieve this, he said, it was necessary for companies to engage everyone to be responsible, while also having relevant people from various departments to be responsible for any issues that arise.

To be consistently ready, companies would do well to (1) partner closely with its agency; (2) contract a specialist agency; (3) hire a specialist or a consultant, and (4) empower its digital team to be well-versed in up-to-date information technology.

Overall, he said the planning stages were the most crucial.

“Planning out for the long haul, not short-term, is important. Long term planning is important in order to have effective responses and procedures.”