What are some of the current and emerging trends and best practices in content governance and workflow?

Content governance plays an important role today in solving complex enterprise content challenges especially when multiple siloed content platforms exist. A content governance framework must answer questions that relate to the following across the content lifecycle: 1. What are the roles and responsibilities of different stakeholders within the content workflow for operations and control? 2. How does it align with content goals from a quality standpoint? 3. What baseline criteria does content need to benchmark against to align with standards? 4. How can you prepare content to drive real business outcomes and maximize content impact consistently? 5. How to reinforce brand's tone of voice across the enterprise ecosystem?

Use tools like Slack, Notion, Monday, Basecamp, Trello or Asana to collaborate on content with your team members. These type of project management tools are helpful for moving the content along the chain of command from idea, to creation, to editing, to approval, to publishing.

The bottom line is that you can never make your content too clear or accessible. Using simple language also sets a more relaxed tone, which can make it easier for people to engage with your message. To wit, many geniuses and decision-makers are in other industries or companies, and unfamiliar with your professional jargon. If someone feels like they’re being talked down to, you'll come across as condescending. If the content is too complicated for them to understand, they’ll tune out. Communicating from either extreme erodes trust and misses out on an opportunity for the holy grail: genuine connection.

In email marketing, use first names when sending emails, and in ads, use locations and event names to attract those who live in the area or are signed up to attend an event. The more personal your messages are, the more likely someone is to take action!

Content personalization and localization should serve the end customer. For instance, when a senior executive based out of London from a top manufacturing company lands on the enterprise website within the larger corporate site architecture, are they led to a distinct path to purchase from the awareness to conversion stages across multiple sub-site pages? The sub-site pages need to be able to speak with the customer and yet more importantly build synergies with the parent brand messaging in order to stay true to the ethos of the firm. Intent-driven content on mission-critical trends needs to have a macro level of brand messaging that is transmitted to the local website with micro level changes as relevant to be successful.

Top tip: use AI for your content repurposing. Upload transcripts from your podcast and videos, or upload your blog articles, and ask ChatGPT to create social media posts, snippets of text, quotes and tips form the content! #timesaver