Why Traditional Approaches to Content Governance Fail

Category : Marketing

Why Traditional Approaches to Content Governance Fail The traditional ways of governing still hold value, the problem is that they were not created for the requirements of today's world filled with content chaos. Creating and publishing content across the multitude of channels becomes a challenge.

Traditional Approaches of Governing Content and Why They Do Not Work

Brand guidelines and style guides

Most businesses come with their brand guides available for use to whomever is creating content, but are often underused because of their impracticality. Same goes for style guides for writers. They are rarely referenced and only for editing. This results in most writers just ignoring them, and not out of choice.

Training

All the training, courses and coaching that writers and editors go through are generally a good idea. They do not leave a lasting impact though. Unless the writers are being sent for regular refresher courses, which become an expensive option, the training loses its impact.

Manual editing

By hiring people to edit each and every piece of work that all writers produce would be ideal, but it becomes impossible at a large scale. At best, what editors are capable of is touching a small fraction of all the content created. When companies recruit a large team of editors, it can result in problems in the consistency of the content because of the individual style of editing for each individual.

What is a better solution? Active Content Governance

Active Content Governance has come to existence as a discipline to combat the problem of the large amount of customer-facing content. It also exists to eradicate all the limitations that come with traditional governance approaches. It is a systematic approach created to capture and digitize a company’s content strategy. It is used to measure the current content status and guide the content creation process to help businesses in achieving their goals while improving overall performance at the same time. It operationalizes content strategy by taking all key elements, which are the company goals, priorities, and policies and transforming them into actionable processes and metrics.

Key Takeaways:

  • Traditional methods of content governance do not work efficiently on a large scale
  • By employing more editors to assist, the company will lose uniformity of tone
  • To combat this issue, companies have started implementing Active Content Governance to operationalize content strategy

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