4. Content Governance and Operations
About the Class
Building an effective content strategy to develop the “content as coordinated communications” model enlists six responsibilities in the content life cycle (strategy, creation, production, merchandising, activation and measurement) to determine the planning and prioritization of the content creation.
- Content Governance & Lifecycle Creation (20 Minutes)
Details how to build content workflows, governance models, and repeatable lifecycles. Emphasizes the value of turning scattered habits into structured, sustainable operations. - Performing a Content Audit (20 Minutes)
Provides a step-by-step process for auditing content to evaluate relevance, performance, and alignment. Also shows how to use AI to support faster, more strategic audits. - Content Modeling (15 Minutes)
Introduces story packaging and content modeling techniques that make content more reusable and scalable. Teaches how to structure content like a modular system, not one-off assets.
About the Instructor
Robert Rose
Chief Content Advisor, Content Marketing Institute
Robert Rose is the chief troublemaker at Seventh Bear, where he helps marketing teams break free from stale routines, rediscover their creativity, and make an impact that actually matters. He’s been called a strategist, an innovator, and—by at least one former boss—“a dangerous amount of fun.”
Since 2010, Robert has served as the Chief Strategy Advisor at the Content Marketing Institute, where he helped shape it into the world’s leading content marketing education and training organization. Over the past decade, he’s worked with more than 500 teams — from Salesforce and SAP to Roche, Capital Group, and Adidas — helping them balance the art and science of modern marketing.
He’s the author of several books on marketing and creativity, including his latest, Valuable Friction: How to Deliberately Stand Out in a World Obsessed with Speed. And Robert’s master class is the American Marketing Associations’ certification course for Content Marketing Strategy.
You can connect with Robert on LinkedIn or follow him on Threads @RobertRose.