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 is the founder and Chief Strategy Officer of The Content Advisory – the consulting and advisory group of The Content Marketing Institute. As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton.
Robert is the author of four books. His latest, Content Marketing Strategy, was published by Kogan Page in September 2023, and was called “a rich and much-needed understanding of content marketing” by Professor Philip Kotler. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as DivvyHQ, and BrandLens.