ContentOS - Bridging the gap between content strategy, development and management

We have developed content strategies for some of New Zealand's biggest brands for many years. The process we follow closely aligns with our brand and comms development structures, but differs in key ways in persona and pillar development. (Am more than happy to show examples - just get in touch!)

The content strategy component has been critical in helping clients ensure their (or our) content development efforts are focused, relevant, and aligned with their overall brand goals or brand promise.

Once the structures are in place, we can ensure all content is both compelling and useful for the audiences and helps move them through whatever funnel our clients specify.

Traditionally, the channel mix and content mix were relatively straightforward, usually with some sort of star content channel, such as a magazine or website, supported by eDM and baseline social.

Over the past year or so, the number of channels utilised and the variation of content produced depending on various factors such as audiences, pillars, need states etc. has increased rapidly. Add to that the rise of Answer engines such as ChatGPT, Gemini and others, and there is never a more important time to have a robust content strategy. Relevant content is the oxygen that powers answer engines, and AEO research tools offer tonnes of insights into what content will help our clients reach the top of the answers presented.

AEO is content hungry!

Simply put, the above has increased the size, scope and complexity of developing a robust content programme. Content calendars are getting more complicated, with multiple channels, purposes and content iterations. Content teams are also moving to a more hybrid model across content agencies, clients, freelancers, and potential media owners for advertorials, etc.

All of this leads to two key potential issues:

1. The teams could easily be overwhelmed by just pumping out content without using the strategy to make sure that it is relevant.

2. The traditional content plan as it stands is, in most cases, not robust or flexible enough to handle the evolving requirements. (Excel ain't going to handle it.)

Given these two points, we decided we needed a methodology and platform to ensure the strategy is followed and that content outputs are developed and managed as simply as possible. We looked at various tools, but nothing quite hit the mark, so we rolled up our sleeves and went full tilt on the kiwi ingenuity front!

What we ended up with is something we call Content^OS. A framework for planning and managing content strategically.

It is designed to be simple, easy to use and effective. The tool itself is a customised smart Monday board with a number of dynamic fields and links to content elements being produced.

It connects every content idea to:

• The audience it is intended to serve
• The content pillar it advances
• The channels through which it will be delivered
• The person responsible for progressing it
• Its current stage of development and
• Its relative importance for answer engine optimisation

This simple structure serves a strong purpose: to ensure all content produced aligns with the content strategy, which in turn aligns with our client's goals and aspirations.

Because it has been developed in Monday, it easily allows to collaborate with our clients, their own content teams and external parties as required.

The other component we have developed is a methodology and operating guide (sounds flash), which is really a content manual that we develop on a client-by-client basis. Within the guide, we break down every persona, content pillar, channel and AEO importance with specific client-related content examples. 

This ensures everyone is on the same page and shares the same understanding of the why, how, and what we are producing. A simple snapshot is below.

If your content development feels slightly off, overwhelming, or misaligned with your goals, get in touch - we can help!