Content governance is about bringing the right tools, policies, and frameworks together to make content creation efficient for your organization, while delivering better results. You can read more about it and how it works here. In this post, we’ll look at four ways in which automating content governance with the right software platform can bring more value to your organization.
- Scale Your Content Strategy by Maximizing Your Budget
As a content leader, you’re probably being asked to produce more content, but can’t access additional budget to make that possible. In fact, you might even be seeing your budget go down, despite rising expectations.
As a result, meeting your organization’s content needs is becoming increasingly difficult. Not only that, because you’re under pressure to do more, your content creation workflows are probably taking longer. As if that weren’t enough, you may also face the added burden of knowing that if you don’t find ways to ramp up production, you could miss out on potential inbound marketing leads. The bottom line is that to deliver more content faster, without increasing budget, you have to find ways to make every content workflow more cost-effective.
Content governance is a process where everyone in your organization has access to your content strategy and the associated guidelines. Using a platform to ensure this transparency and control over all your content, also brings the benefit of streamlining an over-engineered editorial workflow. It helps you curb your organizational spending on external writing and editing resources, and make sure that you’re not relying on your company’s top talent to do the work of junior resources. That allows you to reduce the cost of creating content while holding your content creators accountable to your enterprise content strategy. Plus, if you use the right platform, you can tap into rich analytic insights to help drive better decision-making.
- Drive Efficiencies to Improve, and Reduce the Cost of, Internal Processes
Even when you have the best intentions, content workflows can be pretty inefficient. Long, looping editorial cycles are common. Meanwhile, most companies struggle with a variety of challenges such as personalizing their content to specific personas, bringing down high translation costs, and making sure their brand and editorial guidelines are applied consistently. As a result, content leaders are often unable to keep up with the demand for content without runaway costs or compromising the quality of the content their teams produce.
Other common side effects of inefficiency include not being able to deliver localized content for international customers, having weak brand awareness and customer engagement, and creating misaligned customer experience touch points.
Implementing your content strategy at scale will solve these problems, and the benefit of using AI and automation is an overall cost reduction of your internal content operation. That, in turn, allows you to create more content types for every dollar you spend. And it allows you to increase your content’s usability by making it easier to find. In addition, adopting content governance will help you lower translation costs by making your source content clearer and concise, increase self-service by delivering better content faster, and reduce time to revenue by accelerating the creation of demand generation fuel.
- Ensure Your Content Is Aligned With Your Strategic Guidelines
When it comes to content, consistency is key. If your content is inconsistent for tone of voice, branding, or personalization, it can turn your prospects and customers off, resulting in lower adoption and participation. While most content leaders recognize this, they struggle with ensuring consistency at scale.
Creating consistent content is extremely difficult when you’ve got dozens, hundreds, or even thousands of people contributing to the process. Since each person has their own style and level of ability, editors often struggle with aligning 100% of the company’s content to the expected standards.
In an ideal world, you want to be sure that your content isn’t going to editors unless it’s already completely aligned to your company’s guidelines. That includes being written with the same clear and consistent brand voice, regardless of who created it. That way, your content will need less editing to begin with, so editors can focus their time on making higher-value, more technical corrections and changes.
The right content governance platform will solve this problem by operationalizing the governance of brand and content guidelines. Choosing an enterprise-ready platform is the best way to create consistent, aligned content experiences at scale and eliminate content chaos.
- Reduce the Risk Associated With Your Content
Many organizations lack a centralized mechanism to manage company-wide content compliance. Part of the problem is that they may have thousands of pieces of content, but no clear or transparent strategy for identifying which of them might be risky or non-compliant. Most also lack the ability to create clear, accurate, and compliant content efficiently, and to centrally manage and update new or changing legal terms and language so that content teams can use them right away.
A content governance solution provides multiple benefits when it comes to mitigating content risk. It will prevent you from misusing regulated and protocol-related terminology, and unclear language associated with product or service-related claims. It will also save you significant costs in the document discovery phase of potential lawsuits, and give you greater transparency into possible risks associated with preparing case documents or settlement negotiations.
The right platform will allow you to reduce the risk inherent in your enterprise content repository by systematically increasing your compliance with legal and regulatory requirements without having to rely as extensively on human review. In the process, it will also help reduce the risk of having your content damage your customer experience.
Learn More About Content Governance
If you want to deepen your understanding of content governance and how today’s enterprises are applying it in their business, check out our playbook on Active Content Governance.