How to Take Back Control of Your Marketing Content Management

Eric Siu

In the dynamic realm of digital marketing, it’s all too easy to become ensnared in the whirlwind of tasks, strategies and the allure of outsourcing.

Sometimes, the linchpin to marketing content management is focusing on what you’re developing. It requires that your whole content team be on the same page about the caliber of content that your brand is outputting.

In this post, we’ll explore some of the bad habits that people can acquire when it comes to pumping out marketing content and offer some tips to pour some life back into it.

Jacqueline Foster

Demand Generation Marketing, Lever.co

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The Balancing Act: Elevating Content Creation

Without renewed inspiration and concentration, content can become stale and lifeless. Your content can’t just be a flash in the pan to gain views, likes and followers. It has to be something substantial enough that it guides people back to your brand. It must be consistent and of value:

The object of your content marketing management should be to set aside some time to develop material that really matches your brand’s identity, what you’re curious about, and what you’re really good at doing.

When you do that, you build a pool of material that mixes your personal interests with your professional side. This mix will ultimately resonate with the people you’re trying to reach. This post on networking when you’re an introvert from our founder Eric Siu is a good example:

Rigidity and Delegation Can Bottleneck Your Creativity

There is a delicate balance between the two extremes of rigidity, or control, and delegation when it comes to creative projects or brand management.

Being too rigid means you’re not open to new ideas or perspectives. This can stifle creativity and innovation, making your content or brand stale over time.

On the other end of the spectrum, delegating too much can dilute the essence of your brand or content. When too many people are involved without clear guidance, the end result may not align with your original vision.

So here’s the deal: You’ve got to find that sweet spot where you’re not completely hands-off. Keeping a hold on where your content is headed keeps its soul intact. Here are a few ways to find a balance between these two extremes:

Set clear guidelines: Before delegating, establish a set of guidelines, principles or SOP (Standard Operating Procedure) that encapsulate the essence of your brand or project. A set of step-by-step instructions can serve as a roadmap for anyone you delegate tasks to.
Have regular check-ins: Don’t just delegate and disappear. Regularly review the work being done to ensure that it aligns with your vision.
Be open to feedback: While it’s important to maintain the core essence, be open to new ideas that can enhance your project.
Focus on quality over quantity: It might be tempting to delegate widely to produce more content, but it’s crucial to maintain quality. Sometimes, less is more.
Know when to step in: If you see the project veering off course, don’t hesitate to step in and make corrections.

When it comes to content creation for a blog, if you’re the main writer, you might want to delegate some articles to other writers. But you should still review each piece to make sure it fits the blog’s tone and style.

When it comes to brand management, if you’re running a small business, you might delegate social media management to an employee. They can handle the day-to-day posts, and you’ll still have the final say on major campaigns or branding changes.

Finding the right balance between rigidity and delegation is an ongoing process, but it’s crucial for the long-term success of any creative endeavor.

Give It Some Spontaneity and Have Fun With It

Making content is like finding the perfect mix between doing something you’re really good at and having a blast doing it. Imagine going from reading a script in a studio to just ad-libbing what you do and say – it can totally shift the dynamic of your output. The same can be applied to the type of content that you produce.

Sometimes, the most organic, off-the-cuff content is what people like most. When it’s natural and real, it can make people sympathize with you better. It also creates an environment that is looser and more inviting for your audience to interact with your content.

When you make content and you’re having a genuinely good time, that excitement spreads like wildfire. It’s not just about churning out stuff. So, when you’re on your journey of creating content, make sure it’s something that makes you super happy.

And guess what? Your audience can totally feel that realness and excitement too.

Strategic Guidance: Navigating Your Marketing Content with Precision

As a leader, your role isn’t just to set the course but to continually guide and adjust it. Think of yourself as the captain of a ship sailing through the ever-changing waters of the marketing landscape. While you don’t need to micromanage every detail, you do need to ensure that your strategic vision is being executed effectively.

Here’s a summary of how to maintain control over your marketing content:

Establish Key Performance Indicators (KPIs). Before you set sail, define what success looks like for your marketing content. Whether it’s engagement rates, conversion rates or lead generation, establish KPIs that align with your business goals. This provides a measurable way to evaluate your team’s performance.
Conduct Regular Audits. Schedule periodic content audits to assess the effectiveness of your marketing materials. Examine metrics like user engagement, SEO rankings and ROI to see if your content is hitting its targets. Use these insights to refine your strategy.
Stay Informed. Keep your finger on the pulse of industry trends and consumer behavior. Subscribe to relevant newsletters, follow thought leaders on social media and attend webinars or conferences. This will help you adapt your content strategy to what’s current and relevant.
Be Agile, But Stay True to Your Brand. While it’s important to be flexible and adapt to market changes, don’t lose sight of your brand’s core message. If you start to drift too far from what your audience expects, you risk confusing them and diluting your brand’s impact.
Curb the Urge to Diversify Too Quickly. It’s natural to want to explore new topics or formats, especially if you’ve been focusing on the same themes for a while. However, sudden shifts can alienate your audience. If you’re considering branching out, test the waters first by introducing new elements gradually and measuring audience response.
Involve Your Team, But Keep the Helm. Delegation is crucial, but maintain a level of oversight. Regular team meetings and one-on-one check-ins can help ensure that everyone is aligned with your vision. Provide constructive feedback and be open to receiving it as well.
Revisit and Revise. The marketing landscape is not static; it evolves. Make it a habit to revisit your content strategy at regular intervals. Update it based on performance metrics, team feedback, and industry shifts.

By following these tips, you’ll not only maintain control over your marketing content but also improve its effectiveness. Remember, steering a ship requires both a steady hand and the ability to adapt to changing seas. Your marketing content is no different.

Final Thoughts on Your Marketing Content Management

Marketing content management starts with your attitude about the content you’re producing. It’s very easy to fall into a pattern of just churning out content ad nauseam. And that can often turn into delegating to others who may not share the same enthusiasm or knowledge that you have on a subject.

We’re not downplaying creative teamwork and differing perspectives, but you have to make sure that you’re not settling for less quality when delegating your content creation to others.

Remember that your content functions as an extension of your brand. Mold it meticulously, and infuse it with fervor and intent.