This post was originally published June 6, 2018. It was updated August 2019.
This is a big question: "Can you show me an example of a content marketing architecture." Another company's framework won't mean much to you without understanding what is driving the structure of it. And it's rather simple to look at; a spreadsheet.
That said, maybe this example will help:
Let's say you have a medical device. What do you write about, so you're not always writing about the product itself? In our content marketing framework workshop with Pybop, we determine that your audience isn't seeking an implant, they really want pain relief.
Pain relief becomes a category in the spreadsheet. Under that, we have pain relief options specific to what the medical device does; eg: Medication, Therapy, Braces, etc.
Then, under each topic, you drill down again. Under medication, you might want to cover OTC and RX, addiction, and recovery.
In a final section, you outline the types of content this audience wants. Let's say you have multiple audiences: doctors, patients, and caregivers. One might want a checklist and another might want a surgical video.
Every content marketing initiative needs a structure, often called a content marketing architecture or content marketing framework, to be effective. A content marketing framework should be a part of every ongoing content strategy initiative.
Content marketing initiatives typically involve a lot of content writing -- a lot -- whether it's guest post article writing and rewriting, blog writing or other marketing initiatives, and that takes time, budget, and often a deep thinking process.
What do you want to say? What are you going to write about? What do you want the key takeaways to be? How do you stay balanced, relevant, and interesting? Those are the questions a content marketing framework answers.
With a content marketing framework, you can rest assured that your content writers know exactly what to write about and how it should be presented.
Here are five more benefits of a content marketing framework:
A content marketing architecture should be the guiding star of your editorial calendar, and make your overall content marketing management efforts so much easier.
Need help creating your content marketing architecture? Consider signing up for a custom content marketing workshop. We leverage a content marketing architecture worksheet as part of this initiative.
Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.
Shelly writes for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data for the greater good. In her spare time, she hikes, kayaks, and works on her T-Bird.
A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.