What Is Content Operations? A Straight-Forward Guide

比尔·盖茨（Bill Gates）在1996年的一篇文章中写道：“内容是国王”，而当时仍然是正确的。内容对于企业的成功是必要的。

如果内容是国王,我们可以说它的歌剧tions are the queen — or at least a knight. Imagine a startup that wants to create a blog post. It’s a timely post that needs to be up before the end of Q1. Because the startup is new, it hasn’t established concrete operations for blog content. So, the post sits in a Google document with no plan for who uploads the content or what blog platform will host the information. The business has a content writer, but operations don’t typically end there.

Blog posts aren’t the only content option there are. You can incorporate over a dozen different content types, including email, videos, social media posts, podcasts, infographics, and other visual content to increase brand awareness. Without content operations, though, this content likely has no plan for production, publication, or distribution. And what good is a blog post if no one reads it?

If the goal isto post content daily，那么您需要确定谁在执行工作？他们使用什么方法？完成工作需要什么系统？

One department is the solution to these questions — content operations.

Content operations focus on three elements:

• 人们:who is performing a task and what their roles and responsibilities are.
• Process:what functions are needed to complete a project successfully.
• 技术：哪些工具有助于建立内容操作系统。

人们

In content and content operations, the people are the foundation. While customers sit at the center of content, the operations aspect focuses on the company and its team. Roles and responsibilities should be well-defined and outlined to keep the system running smoothly.

The first step is defining clear roles. Content teams have content strategists, managers, creators, editors, and more. For example, the content creation department might break down into specialized positions — content writers, graphic designers, and photographers. Although these are typical roles, some content roles and responsibilities may overlap. Content writers and editors have distinct differences. Depending on the team and its bandwidth, your writers may be responsible for editing their work. It is best to avoid overlap; however, that is sometimes impossible. As long as the roles and responsibilities are clear, the team and its operations should function successfully.

Process

Once you have a team in place, how will you get your projects from start to finish? Your people need processes. Your team — and their roles and responsibilities — will help determine workflows to keep your content moving from planning to publishing.

假设您正在发表博客文章。示例过程可能如下：

• 第1步：制定并产生这个想法。
• Step 2:Set a timeline and schedule for the post.
• Step 3:Write the post.
• Step 4:Edit the grammar and content.
• Step 5:添加图形。
• Step 6:优化SEO的帖子。
• 步骤7：Publish.
• 步骤8：Share.
• Step 9:Analyze.

If one of the steps in this process falls through, it impacts the overall success of the operation. Style guidelines, templates, and content governance models strengthen processes and promote accountability and consistency. These frameworks help keep content on track, but they need to be used with technology to ensure content operations are running smoothly.

Technology

The last key to successful content operations is technology or the necessary tools for accomplishing each task. Because the planning and execution of content are so extensive, teams require multiple resources to be successful.

内容操作的技术可能会属于：

• Project Management & Scheduling
• 任务管理
• 内容执行
• 分析与报告

Project Management & Scheduling

All content should appear in an editorial calendar. It is a high-level calendar that keeps track of where, how, and most specifically, when content publishes. Not to be confused with scheduling tools that send out timed posts, likeHootsuiteorSprout Social, tools for project management and scheduling includeMondayandAsana.

任务管理

星期一和Asana也是任务管理工具的绝佳例子。这些平台允许团队构建，遵循和执行内容操作。

内容执行

Content operations also require the technology needed to execute a task. What is the team using to get the job done? Writers need access to word processing tools, like Microsoft Word orGoogle Docs. Alternatively, designers might need a variety of web and graphic design tools likeAdobe Photoshopor帆布.

分析与报告

Analyzing and reporting is usually the last step in a content life cycle. Analysis tools measure your content and its success.WordPress, the world’s biggest blogging platform, has its analytics capabilities while thousands of companies, including General Electric and NASA, useGoogle Analyticsto monitor their content and traffic.

Who benefits from content operations?

这是一个简单的问题，有一个简单的答案 - 每个人。内容操作在每个级别都提供稳定性和一致性。上层管理人员像首席执行官一样，都知道该业务正在有效地运营，这对整个公司都有积极的反映。bob全站app

Content operations also benefit the members of the team who are directly involved. Team members can use clearly defined responsibilities and processes to work confidently in their roles. It can boost both workplace culture and quality of work.

最后，也许最重要的是，从内容操作中受益的最终组是消费者。内容是公司用来保持当前和潜在客户参与的最大工具之一。博客文章提供了宝贵的信息和提示。电子邮件将当前或即将到来的销售和促销通知他们。随着客户与企业建立关系，他们有期望。内容操作有助于满足他们。

内容操作为什么重要？

Content operations lead to results, and they result in:

• 节省时间和金钱
• Better quality content
• 更快地生产内容
• Happy and confident teams

节省时间和金钱

当内容操作团队在人员，流程和技术之间建立一个合理的周期时，它会提高效率。效率节省了时间和金钱。内容操作允许公司通过减少创建，批准和发布内容所需的时间来节省时间。当他们的团队可以根据时间表制作内容而无需其他资源，例如额外的劳动力或工具，公司就可以节省资金。bob体育苹果系统下载安装

Better Quality Content

Content operations promote better quality content. Teams uphold standards for accurate, consistent, and impactful content with a structured content cycle process.

更快地生产内容

While there should always be a focus on quality content, that content needs to get out quickly. Not all content is evergreen. When faced with an immovable deadline, content operations keep teams on schedule.

快乐和自信的团队

当团队成员对自己的角色，责任或资源感到不满或困惑时，他们的工作可能反映出它。bob体育苹果系统下载安装内容操作不仅可以促进问责制和结构，而且还使团队对自己的位置充满信心。它为所有参与者繁殖了积极快乐的工作场所环境。

内容操作经理

At the head of content operation sits the content operations manager. While the title can vary from business to business, the job function is the same. The content operations manager oversees the day-to-day operations of the content team to ensure that the necessary people, process, and technology execute the content strategy.

To accomplish their overall goal, content operations managers might also be responsible for:

• Choosing the technology and tools to support operations
• Creating and managing company policies and procedures
• Streamlining content processes
• 招聘和招聘内容人员
• 培训新员工

In summary, the work of a content operations manager has less to do with actual content and more to do with the people, processes, and technology needed to plan, create, and publish it.

内容操作的三个词

To understand content operations, remember these three words — people, process, and technology. As long as the right people are in place, with knowledge of the processes and access to the technology, the content operations of a company should run smoothly and successfully.