** We’re pleased to share this guest post from our business associates at Acrolinx! **
If you’re serious about brand strategy, you’re trying to build a truly valuable brand. That’s why it’s a shame most enterprise marketers leave out a key component of any brand strategy.
Not having this one thing can erase brand equity and value literally overnight: It’s called a content governance plan.
A content governance plan is what dictates who owns what content across your company. This isn’t something that’s nice to have if you’re a large organization. It’s a must have.
Because, without it, big brands lack the tools to control content quality.
And when you don’t control content quality, you don’t control the messages your brand puts out.
Content that poorly represents your brand has real repercussions. Quality issues reduce your brand’s perceived value. Mistakes can actively damage your reputation. And inaccurate messages move markets, especially if you’re publicly traded.
A lot of big brands use content marketing to grow, so they’re publishing a lot. But most don’t have great content governance in place. Which means any strategy to build brand that doesn’t include content governance plans is half a strategy.
The good news is: You can start building better content governance today using artificial intelligence.
What Is Content Governance? Why Should It Be In Your Brand Strategy?
Frankly, it can be a nightmare for enterprises to keep content on-brand and on-message.
With content marketing, enterprises are publishing a lot of content. Many parties must edit, vet, and approve each piece of content. This process takes a ton of time.
After all, it’s not easy to produce high-quality content as it is. It’s even harder to do so across many teams, departments, and countries. A lot of enterprise marketers are stuck in an endless loop of creating and editing content.
That’s why a content governance plan is so useful to your overall brand strategy.
It tells everyone who is responsible for what part of the content process. It tells you who owns content architecture, categorization, taxonomy, distribution, and performance tracking. It outlines who owns which content systems, like marketing automation software. It strategically allocates people to specific content production and promotion tasks.
The result is a smart plan that keeps the content machine well-oiled and working properly.
But it’s not always that easy.
Even with a great content governance plan, problems arise.
People forget to follow procedures. Roles and responsibilities become muddled. Departments clash or obstruct or fail to communicate.
These problems happen because of the same factor at work across your organization:
Human beings are busy, forgetful, and inconsistent. We’re the point of failure in this content machine. But we’re also what gives the machine power. We ideate, produce, and promote creative ideas that create immense value for brands. In an ideal world, we’d be free to perform only these high-value tasks—and be free of the repetitive ones we’re not good at.
This is where artificial intelligence comes in. It enhances the work of humans, so big brands can govern content at scale without human mistakes.