Content Operations | Glossary

What Is Content Operations

Content operations (also known as ContentOps) is an implementation system that enables the execution of all content-related strategies. In other words, content operations is a unit in an organization that handles all content-related tasks, from content production to distribution and performance analysis.

Think of content operations as a content engineer who takes your content vision or content strategy blueprint and turns it into actionable steps and works practical aspects, bringing your content vision to life.

Content is the base of all marketing. It"s integral to business promotion regardless of the business size or line of operation. But for the content to be effective, you need proper planning and effective, efficient execution. After all, a good content idea, vision, or strategy is worthless if execution is poor. Content operations enables you to execute your content strategy effectively.

Pillars of Content Operations

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The term content operations includes all the functions, technologies, and workforce involved in the implementation and execution of a content strategy. In other words, a content operations unit contains three core pillars:


People
People are the foundation of a content operations unit. They are the workforce needed to carry out various tasks related to content creation. Teams may include content writers, graphic designers, proofreaders, and editors, among other content expert teams. These teams vary depending on the intended content purpose and their expertise.

Although different teams’ roles and responsibilities may overlap, an effective content operation should have a team for every particular task. The content operations should clearly define team roles and responsibilities to avoid overlap and ensure smooth workflow.


Process
Process in content operations refers to the roadmap your content creation project will follow from the beginning to the end. It is a structured approach that dictates steps, guidelines, and rules that must be followed to implement your content strategy successfully.

Content production involves multiple phases, including:

  • Planning
  • Content creation
  • Editing
  • Publication
  • Analysis
  • Maintenance

Each phase contributes to the success of your content strategy. And so, to attain your ultimate goal, each phase must accomplish its intended purpose. In content operations, the process defines workflow and the deliverables of each phase.

The process(es) can involve a set of guidelines that define content types to produce or the steps to follow during each phase of content strategy implementation. It may also include rules, training, and a content governance model that dictates workflow and content management strategies.

An effective content operations unit should have a clearly defined framework to guide the entire content creation project. The framework aims to ensure smooth content supply and consistency.


Technologies
Technology in a ContentOps unit represents a collection of necessary tools to implement the content strategy successfully. While content production, publication, analysis, and maintenance is a complex process, various technologies simplify the process. Content technologies often used in content operations include:

  • Content generation tools
  • Content management solutions
  • Scheduling tools
  • Other content automation and analytics programs

Notably, content operations can integrate a single or multiple tools, depending on content type and the level of content automation required.

Why You Need Content Operations

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Content operations focuses on achieving efficiency, efficacy, and effectiveness. Typically, content operations ensure streamlined workflow productivity and quality. It offers seamless integration of the workforce (human content creators), technologies (content generative and management tools), and content processes to achieve desirable results. More specifically, content operations helps businesses maximize the effectiveness of their marketing content, boost business reachability, and build brand voice.

Benefits of Quality Content Operations Units

Below are some of the major benefits of establishing quality content operations units.


Consistency and Quality Control
Content operations also ensures consistency while facilitating content production. It ensures content quality, tone, and style consistency by establishing clear guidelines and content templates.

Content Lifecycle Management
The ultimate purpose of content operations is to manage a business’s content lifecycle. ContentOps is responsible for the entire content lifecycle, from ideation and planning to production, distribution, performance analysis, and maintenance. It manages all tasks involved in executing a content strategy and ensures smooth workflow throughout content lifecycle stages. This ensures that the content remains valuable throughout and relevant to the readers and the organization.

Promote Collaboration and Workflow Efficiency
Some of the primary functions of content operations are allocating roles and responsibilities and providing a clear work schedule and guidelines. This enhances clarity and eliminates communication breakdown and confusion between teams or individuals involved in content creation.

Additionally, while striving for content production and quality consistency, content operations promotes collaboration between teams and individuals. Moreover, using well-defined, efficient content processes and technologies streamlines workflow and promotes workforce collaboration.


Improve ROI on Content
Consistent content production, quality, and tailored content improve audience engagement. And higher engagement almost always means increased conversion. Content operations enables creators to consistently produce relevant, quality, and engaging content that attracts and engages readers.

By ensuring efficient workflow, collaboration, and the use of effective content technologies and processes, content operations can easily scale content production and distribution to enhance reachability. Better yet, it can effectively avoid errors, content duplication, communication breakdown, and other factors that can lead to high production costs.


Starting with Content Operations
Content operations is generally the key to proper content strategy implementation and execution. Without a good content operations solution, you may never reach your content strategy"s full potential. So, working content operations is not something to overlook. Establishing working content operations for your business may be hard at first, especially when establishing in-house ContentOps. But it is a challenge worth taking. You can make tasks easier by hiring an expert online content operations solution for your business.

Get Started With Scripted

Looking to ramp up your content strategy with content operations solutions? Try our content creation solutions. We are a one-stop-shop for all enterprise businesses wanting to scale their marketing efforts with content marketing. Find out more about our content operations-related services or dive in and Sign up for a free account to get a taste of our service.

Recommended Readings

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How Scripted"s Managed Services Help You Scale Your Content Marketing Effort 

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