Content Marketing Framework: Process

If we haven’t said it enough, we’ll say it one more time: The processes you put in place to manage your content marketing will be unique. Your story is (or should be) unique, and so too will be your method for telling it.


Once you have developed your content marketing plan, identified your audience and created your channel plan, it’s time to operationalize all of this.

As Pam Didner says (and as anyone who works in this industry would agree), “There’s no shortcut in terms of deploying content marketing.” 

In the  video below, Kelly LeVoyer (Director, Marketing Editorial, SAS), Kevin Cain (Director of Content Strategy, OpenView Venture Partners), Pam Didner (Global Integrated Marketing Manager, Intel Corporation), Waynette Tubbs (Manager, Marketing Editorial, SAS), Elizabeth Gaines (Senior Director, SAP Global Marketing), and Michael Kirsten (Senior Manager, Global Content, Kelly Services) share their challenges and ideas for managing content marketing across their often complex and highly-matrixed organizations.

View the post, 6 Experts Share Tips for Managing the Content Marketing Process, to get more insights.

The Content Marketing Process Roundtable from Content Marketing Institute on Vimeo.

Organize your content marketing team

To operationalize content marketing, you need the right team in place. Check out this advice on what you need to build your content marketing team:

Use the right tools

While you can certainly rely on a basic editorial calendar, here are  8 content production tools to help you become a publishing machine.

Optimize your content

As part of having a conversation, you’ll need to create content. But, before you do that, you need to understand how you will optimize this for your users. While all of your content should be written for people, not search engines, understanding the basics of search engine optimization will help a great deal:


Process is the fifth step in building a successful content marketing strategy. Download our white paper, The CMI Content Marketing Framework: 7 Building Blocks to Success for an overview of the process, or learn about the other steps with our how-to guides on the right-hand side of the page.