Content ops, or content operations, is the method of maintaining a content lifecycle from beginning to end. It involves the people, process, and technology to manage the steps in the creation and development of content:
- Strategy
- Content creation
- Publication
- Distribution
- Management
People
The people performing various tasks in content operations occupy several roles and responsibilities:
- Content strategists
- Content managers
- Content creators
- Editors
Although individual people may perform more than one role in content operations, it is important that the roles themselves be clearly defined and performed individually.
Process
Several functions are required to successfully execute a project workflow. Here is an example of a workflow:
- Strategizing
- Managing time
- Creating content
- Editing/rewriting
- Optimizing for language and SEO (Search Engine Optimization)
- Publishing
- Promoting
- Sharing
- Analyzing/Assessing
- Retiring
The people involved in content ops determine what process workflows are required to move content through the lifecycle. Once each step is decided and formalized, it is important to adhere to the plan to ensure success. Tools, such as style guides, content creation templates, project plans, and governance models are especially useful in ensuring a smooth process.
Technology
Content ops require technology, which is the set of tools used to accomplish each task. Planning and execution of content can be so difficult and complicated that content ops teams must make use of several tools and technologies to ensure success.
Typical content ops technologies include the following categories:
- Project management and scheduling: A high-level plan for tracking time, place, and method of content publication.
- Task management: A tool for creating, tracking, and executing content ops.
- Content execution: In basic terms, this requires content creation tools including text, images, and other content-related items.
- Analytics and reporting: Tools for measuring content use, market or audience penetration, and accessibility to target audiences.
Content ops provide a uniform and accessible content presence. It ensures an efficient development process and lifecycle management. Team members can perform tasks efficiently and effectively inside well-defined roles and clear schedules. This has a direct positive effect on the quality of the content.
Good content ops ensure that customers and consumers are well-engaged and well-informed with consistent, well-structured, timely, impactful content. This ensures better business relationships.
