Ever wonder why you’ve heard the phrase “content is king” so many times that you say it in your sleep? It’s because it’s so profoundly true that it has become second nature to digital marketers. We know that quality content boosts SEO, generates leads, promotes referrals and even converts visitors into customers - and it does so more effectively than traditional marketing.
According to Demand Metric, content marketing costs 62% less than traditional marketing, but generates three times as many leads. What’s more is that 78% of CMO’s see custom content as the future of marketing, but only 30% of marketers believe their company is effective at it.
The Internet is inundated with an astounding amount of content every day - 2.5 quintillion bytes of it, to be exact. (Yes, you read that right - “quintillion” - that’s 18 zeros.) As digital content continues to germinate, it becomes more difficult for marketers to keep up with the level of content production necessary to stand out.
Many marketers respond to this demand for content by hiring more in-house employees or by outsourcing that work. In fact, more than half (64%) of marketers seek help for content creation through outsourcing. No matter which method you choose to expand your team, it’s essential to have a strong content governance strategy in place as it grows.
The Content Governance Dilemma
Content governance is the set of unique guidelines your company establishes to ensure content quality, consistency and general suitability. It basically keeps your brand cohesive and your company from being sued.
Robust content governance is key to maintaining a cohesive brand as you add more members to your team. This is because the more writers you employ, the higher the chances of differing tones, opinions and word choices emerging in your company’s content, which can negatively impact your brand. This is especially true if a writer makes a claim or comment that is perceived as offensive or inaccurate by your audience. Although it may not be the writer’s intent, a lack of content governance allows them to tarnish your brand with the click of a button.
But there’s a drawback to content governance; it takes time – a lot of it. It often requires multiple rounds of revisions and several layers of approval before content can get out the door. This process delays publishing and reduces team bandwidth. But that’s not to say it shouldn’t be done. In fact, we’d argue that content governance is essential to any well-managed brand. So, what do you do?
A Solution to Manual Content Governance
Imagine if your writers could receive real-time guidance as they wrote. Automatic alerts and reminders would appear right in their document, steering them to stay within the parameters of your content guidelines. Not only would this save time on the writer’s end, it would also negate the need for manual content review.
Well, one software company has made this dream a reality.
Acrolinx, a content strategy alignment platform, uses AI to help marketers create content at scale that’s on-brand and on-target. The Acrolinx website describes its technology as being able to “read” your content and vet it based on your company’s unique content guidelines. Writers receive detailed scores on content and even suggestions for edits as they write. The software essentially acts as a virtual writing coach that governs content for you; resulting in less time spent in content limbo and more time spent publishing.
As the sea of online content continues to rise, so, too, must your content marketing game. By taking advantage of the automation tools available to you, you can increase your team’s productivity and allow them the bandwidth to create more innovative and impactful content.
Disclaimer: Boston Interactive has no affiliation with Acrolinx and this post is not sponsored. We’re simply sharing a useful tool that can assist with quality content production at scale. We hope it helps!