Think of content as a living thing
Regardless of type or format, channel or platform, all content moves through a life cycle. It’s all conceptualized, planned, created, and maintained in some way by someone.
If you’re looking at improving your content processes, we recommend using the content lifecycle as a framework. This will ensure you have processes for every stage of your content.
The content lifecycle
Stages of the content lifecycle
Strategize and ideate
Your content team leader along with high-level representatives of your company’s business units who discuss how content can be used to drive business goals. Business teams come with problems and ideas, ready to discuss other upcoming content needs. This stage also includes reviewing success metrics and articulating the goals for your content.
When it happens: At an annual or quarterly content meeting
Who does it: CS working group
Example
Quarterly goal: Increase awareness and online sales of our new backpacks
Upcoming needs
- January: The comfy-strap backpack
- February: The secret-pocket backpack
- March: The lightweight backpack
Content ideas
- New content for backpack listings on website
- Social media campaign
- Lots of visuals
- Infographic highlighting special features
Success metrics
- Increased visits to backpack section of website
- Increased online purchases of backpacks
- Increased traffic from social media
Plan
You and your team review ideas, assess resources required, and determine a plan for production, maintenance, and evaluation.
When it happens: At your quarterly meeting
Who does it: Content team
Example
Tools created
- Editorial calendar
- RACI chart
- Marketing plan
- KPIs
Design and create
The designated members of your content team design and develop content according to plan.
When it happens: Ongoing
Who does it: Designers, writers, editors
Example
Content created
- Blog posts
- Social media posts
- Infographic
- Web content
Publish and distribute
You and your team publish and distribute content to your audiences on the appropriate channels for maximum effect.
When it happens: Ongoing, according to your editorial calendar
Who does it: IT, social media team
Example
- IT team posts blog and web content
- Social media team promotes
Evaluate and maintain
You and your team follow up to determine the effectiveness of your content. The maintenance stage ensures that your content remains relevant, accurate, and up-to-date.
When it happens: Ongoing, according to maintenance schedule
Who does it: Writers, IT, CS working group
Example
- Content strategists evaluate according to KPIs
- IT maintains small changes,
- Writers make bigger updates
Understanding the content lifecycle is a necessary step to updating your content processes. That way you can make sure your content team is guiding your content though it’s journey along the lifecycle.
Further reading
Keep it together: Implementing a content Strategy working group
Best practices for archiving and deleting content
Content teamwork: Aligning your people and processes [Slides]
