This process is based on provided data from SEO. The better the data the better you can create the topic roadmap. What is your core audience interested in? What are they looking for? What are their pain ponts, demands and needs. This provided data enables Content to create the topics your audience is looking for. The process of Content evaluation will set the pace for all your further coming steps. From here on it gets more detailed when your Strategical Content gets mapped out into single topics with targeted keywords and proper internal content workflows & processes behind it. Therefore it needs a proper, clear and data based Content Strategy.

To specify your Content it needs clear definitions of single topics based on a deep research, data and a client centric approach. Analyse the SEO data and create topics out the provided  data is a key element of any Content department. But it needs a clear understanding of the data. From semantic over search intention to KPIs and the importance to break down long tail keywords into single topics. Content Specification means the process of transferring the SEO data to a proper topic collection within different categories. This is a deciding factor for online success. For certain topic requests it is also sometimes useful to ask more for the "Why?" than the "What?".

Content Planning is about content collecting, content filtering and content consolidation. The right planning makes your life much easier, provides a good structure and enables you to maximise your content resources. One of the crucial aspects when working with Content. You increase you Content chaos dramatically without a clear Content planning. So every Content department should spend time in this process. If you already know what is to do in the next week or month, you can use your resources more efficient.

As businesses continue to become heavily content- and data-driven, content governance will be an important and required process for organizations to operate efficiently and effectively. Content governance is known as the structure and policies around how organizations manage content creation, along with proper guidelines for use and distribution of the content, including  the implementation of a content strategy and content guidelines.  Without properly managing content and data, business can end up in serious trouble for mismanagement. The amount of different content channels & contributors throughout a company can be just overwhelming. Often internal guidelines, governance and good coordination throughout all channels and involved stakeholder are mandatory but in reality way too often simply missing.

Content is the most important asset in your setup. Why do you need a fluent content workflow? Just like any other business process, content creation is predictable. In order to create content consistently, you take a series of steps, and then rinse and repeat. By documenting and managing your process you can make it more efficient and productive. If it makes sense for your business, you may even decide to automate some of the tasks. Here’s what documenting your content workflow allows you to do:

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• Keep track of what tasks need to be completed and by whom

• Help your team understand how their work impacts other tasks or deliverables

• Assign deadlines to ensure that the process runs smoothly

• Identify any dependencies or bottlenecks that could impact your deadlines

• Ensure your content delivery is on track.

Evaluation. Ideation. Varification. Creation. Adaption. Approval. Implementation. Publication. Measuring. There are these 9 important Content processes to handle within any setup. Certain broken or not existing key processes & workflows within & between Content, Marketing & SEO can lead to enormous costs for companies, to a weak performance and frustration within involved departments. Often the adaption or implementation of easy, simple and clear new processes and workflows can lead to instant performance improvements. I consult and help you to set up or improving the content workflows & processes you need, tailored for your company. There is no setup template that can be installed to each company - it is very individual. Sometimes it makes sense to even start small. 

Coordinating content involves all the things that come up within the creation process and can include all the work between internal/external Stakeholder or the interactions between different people during the Content process. Things need to be clarified, approved or adapted during the creation process - crucial steps or todo´s way before any final Content is ready to implement. All the small things that need to be handled and considered during the production process - detail work. Can lead to unnecessary delays within the production process. Another aspect and reason why any dedicated person in charge is needed. Who else is doing it?

One of the biggest issues in online business setups - especially B2B - is running out of topics and content ideas. That only happens if there is no data based process in place defining what content is needed. As soon as you determined the right data, know your target group and evaluated the relevant content you can start to create single topics out of it. The goal of these topics is to provide answers to your target groups questions, needs and pain points. Running out of Content is not an option.

There is a lot of potential in curating content. It is not always necessary to produce everything from scratch again for several channels. Useful & already existing content can be adapted, improved and updated based on data research - using this data about what your potential visitors are interested in. Also static Content should be updated on a regular basis.

There are many types of content you can create to market your business. But not all types of content are created equal (literally), and each type typically requires its own content distribution plan. Any great content is a waste if your audience doesn’t know it exists. So Content distribution is an integral part — probably the most important part — of your content strategy. The channels you use to distribute your content will vary based on your audience and resources. There are three overarching types of content distribution channels that cover a number of more specific distribution channels: 
 

• owned content
  Website, Social Media profiles & Co.
   

• earned content
  Shares, Likes, Reviews & Co.
   

• paid content
  Ads, PPC, Social, Search & Co.
   

Especially as soon as you want to enter new markets you need all your content in another language. Your visitors will thank you for localising your content instead of just translating it. Also the localisation process can get a bit complex quickly - it is important to validate the content you plan to publish. From planning to creation and implementation - validating the localized Content is crucial. Too often the organization of this process does not get enough attention, because it gets too simplified. A classic sample for localization issues is a simple promo banner in the header - it works perfectly in one language but can't be translated 1:1 in another because it needs way more space for the text than in the original language so all measures are not in line anymore.

Beside the 3 well known Content types Hero-, Hub- and Hygienic Content you can also define 5 types of Core Content including all of the content, information and data across your business. By using a mix of the core content types, you improve your content ROI.:

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1. Foundational Content
   To establish thought leadership & search terms
    

2. Customer FAQ Content
   To be the best answer
    

3. Consistent Content
   To create a regular content consumption habit
    

4. Crowd Pleasing Content
   To attract broad attention & maintain visibility
    

5. Curated Content
   To keep existing content visible