How to Build Effective Content Governance

If you're unsure where to begin with content governance, you're not alone! A lot of businesses know they need to get their content organized, but the thought of building a content governance framework from scratch can feel overwhelming. 

But don’t worry—we’ll walk you through it step-by-step, in a way that’s simple and straightforward. Let’s dive into building a structure that ensures your content is not only effective but also consistent and aligned with your business goals.

Why Do You Need Content Governance?

Before jumping into the how, let’s clarify the why. Content governance is essential to maintaining a consistent content experience for your audience. It defines how content is created, reviewed, published, and maintained. Without governance, your brand risks inconsistent messaging, chaotic workflows, and content that just doesn’t hit the mark.

Now, let's break down the key steps to get you started.

1. Define Your Goals and Objectives

First things first—what are you trying to achieve with your content? Are you looking to increase traffic, generate more leads, or build a stronger brand? These goals are your north star. Align them with your business objectives. 

For example, if you want to boost brand awareness, you might collaborate with industry experts to publish thought leadership pieces. If lead generation is the priority, your content needs to speak directly to your audience’s problems and guide them toward solutions.

Well-defined goals help you measure the success of your content and shape the direction of your entire governance plan.

2. Conduct a Content Audit

You can’t know where you’re going without understanding where you are. Take stock of all the content you’ve already created. Which pieces are performing well? Which ones aren’t? Are there any gaps?

A content audit allows you to analyze what’s working, what isn’t, and where you can improve. Look at performance metrics such as traffic, conversions, and engagement. Also, consider your budget and how much effort goes into each piece of content. This step will give you a clear picture of your current content landscape and guide your next steps.

3. Assign Clear Roles and Responsibilities

Building a content governance framework isn’t a one-person job. You need to clearly define who is responsible for what at every stage of content creation.

Who are the content creators? Who are the editors? Who gives final approval before something gets published? Everyone involved should know exactly what their role is in the process to avoid bottlenecks and confusion. The more clearly you define roles, the smoother your workflow will be.

4. Create Content Guidelines

Imagine walking into a room where everyone is speaking a different language. That’s what it’s like when you don’t have content guidelines. These guidelines define your brand’s voice, tone, and style, ensuring consistency across all platforms.

Think of it as the DNA of your content. What’s the tone? Is it formal or conversational? What terms should always be used (or avoided)? Guidelines also include things like the preferred style guide (e.g., AP or Chicago), so there’s grammatical consistency.

Having these rules in place ensures that whether someone is writing a blog post or a social media caption, they’re representing your brand in a unified way.

5. Develop Clear Content Workflows

Content creation isn’t just about writing—it’s about having a smooth process from ideation to publication. A content workflow ensures that everyone knows the step-by-step process for content creation, from planning to distribution.

Here’s a typical content workflow:

• Strategy
Brainstorm and plan content ideas that align with your goals.

• Creation
Write, design, or produce the content.

• Review
Edit, fact-check, and obtain necessary approvals.

• Publication
Publish the content across the right channels (blog, social media, email, etc.).

• Promotion
Ensure the content reaches the right audience by using the best platforms for distribution.

A clear workflow prevents delays and helps everyone stay on the same page. Plus, using project management tools like Asana or Trello can streamline these workflows and make tracking easier.

6. Choose the Right Content Management System (CMS)

To make things even more efficient, a good Content Management System (CMS) can be a lifesaver. A CMS like WordPress, HubSpot, or RELAYTO provides a centralized place to create, store, and manage your content.

Pick one that fits your specific needs and offers features like workflow management, version control, and access permissions. This will simplify collaboration and ensure everything is organized in one place.

7. Set Policies and Procedures

Policies might sound boring, but they’re crucial to maintaining quality and consistency. Establish procedures for fact-checking, legal reviews, and other checks to ensure every piece of content aligns with your standards.

For example, if accuracy is important (which it should be!), your policy should include steps for verifying facts before content is published. Having set procedures also reduces the risk of errors slipping through the cracks.

8. Regularly Review and Update Your Governance Plan

Content governance isn’t something you set and forget. The digital landscape is always evolving, and your content should too. That’s why it’s important to regularly review and update your governance model to make sure it stays relevant.

Conduct periodic content audits, gather feedback from your team, and tweak your processes as needed. This keeps your governance plan agile and aligned with your growing business.

Remember, good governance isn’t about restricting creativity—it’s about ensuring your content consistently delivers the best content experience to your audience.

So, are you ready to take the plunge and start building your content governance from scratch? Let’s get started!

Author 

RELAYTO Content Experience

The fastest way to build digital experiences. We empower businesses to convert PDFs, presentations and other content into interactive experiences & webpages with instant branding, analytics & more.