How can content strategy improve content marketing performance?

This post was originally published June 6, 2018. It was updated August 2019.

Example of a Content Marketing Framework

This is a big question: "Can you show me an example of a content marketing architecture." Another company's framework won't mean much to you without understanding what is driving the structure of it. And it's rather simple to look at; a spreadsheet.

That said, maybe this example will help:

Let's say you have a medical device. What do you write about, so you're not always writing about the product itself? In past content marketing framework workshops, we determined that your audience isn't seeking an implant; what they really want is pain relief.

Pain relief becomes a category in the spreadsheet. Under that, we have pain relief options specific to what the medical device does; eg: Medication, Therapy, Braces, etc.

Then, under each topic, you drill down again. Under medication, you might want to cover OTC and RX, addiction, and recovery.

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In a final section, you outline the types of content this audience wants. Let's say you have multiple audiences: doctors, patients, and caregivers. One might want a checklist and another might want a surgical video.

The Benefits of a Content Marketing Framework

Every content marketing initiative needs a structure, often called a content marketing architecture or content marketing framework, to be effective. A content marketing framework should be a part of every ongoing content strategy initiative.  

Content marketing initiatives typically involve a lot of content writing -- a lot -- whether it's guest post article writing and rewriting, blog writing or other marketing initiatives, and that takes time, budget, and often a deep thinking process.

What do you want to say? What are you going to write about? What do you want the key takeaways to be? How do you stay balanced, relevant, and interesting? Those are the questions a content marketing framework answers.

With a content marketing framework, you can rest assured that your content writers know exactly what to write about and how it should be presented.

Here are five more benefits of a content marketing framework:

1. MEET MARKETING GOALS: A content marketing framework ensures your content aligns with your organization's goals. Everything you write and create will become intentional and have a specific purpose. This value-add content leads to improved audience perception, memory, and action.
2. WRITER EFFICIENCY: How long to your content writers and creators twiddle pencils and stare at blank screens, wondering what to talk about next? Your content marketing framework ensure you never run out of great purpose-driven ideas or waste time chasing concepts that don't serve your brand.
3. PROACTIVE VS. REACTIVE CONTENT: Many content marketing initiatives end up in reactive mode, creating content as events and news occurs and the company must respond. A content marketing framework will help you be the voice that other companies must react to in order to keep up with you!
4. BALANCED CONTENT: Ever take a look at an organization's latest content updates and find they are all on the same concept or level? A content marketing architecture will keep your overall output of published content in balance, so you're not too "in the weeds" or "in the clouds" all at once.
5. LEGITIMIZE CONTENT PLAN: Content can be a hard sell to upper-management. A content marketing framework is a roadmap that lends weight to your efforts, so that executives who are approving your content budget see the underlying purpose.
6. CONTENT MARKETING ROI: Are your content marketing efforts working? It's tough to tell when you don't have guideposts in mind. A content marketing framework is not only a map for your content efforts, but also it's a source for your KPIs.

A content marketing architecture should be the guiding star of your editorial calendar, and make your overall content marketing management efforts so much easier.

Need help creating your content marketing architecture? Contact Pybop.