What Is ContentOps? A Complete Guide for Modern Marketing Teams and Content Workflow
Updated: Sep 17
We've all had a marketing project go sideways. The last thing you need is more email, trying to get to the latest version of the file, or trying to figure out what the feedback means. ContentOps is here to help.
At its most basic level, ContentOps is the system you use to plan, create, manage, and deliver content. It takes you out of the 'one-off' content creation trap and into a repeatable, predictable process.
ContentOps bridges the gap between your big ideas and the blog posts, videos, and articles that appear on your website. Many teams treat content creation like an individual task, which is why we get burnt out, and it's why our brand voice isn't consistent. Formalising your operations means that every member of your team will have a clear idea of their role, their workflow, and the tools they need to complete their task efficiently.
Core components of ContentOps
A strong operation is built on three core components. Without these, no matter how many people you hire, you won't be able to scale.
People and Roles
Who is writing? Who is editing? Who is publishing? If you don't know this, you're going to go nowhere fast. Everyone on your team needs to know their role throughout the life cycle of a project.
Workflow and Process
What is the process that takes your content from a blank page to a live URL? If you're not tracking the steps of this process, then you're going to be in trouble if it goes wrong. You can't find out where it's gone wrong if you don't know where the drafts are going.
Technology and Tools
Having a central place where your work is going to be is a must. If you're using a Content Management Platform (or a shared project management tool), then you're going to make sure everyone is on the same page. We're spending too much time chasing attachments in our inbox - it's time to start using a shared workspace.
Why this matters to modern teams
When building an audience, consistency is your greatest asset. People will return to your content because they know what to expect from your brand.
ContentOps means you can rely on the consistency of your brand, but you can also be creative without being bogged down by coordination. You'll find your data more valuable. With a structured process, you'll be able to measure performance by the stage in the process you are in. This means that you'll be able to create a feedback loop to ensure your content is continually improving. It's also sustainable, meaning you can focus on storytelling and not fighting the system.
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