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15.9: Tools of the trade

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    In order to support the ongoing production of interesting content, it is necessary to have some planning documents in place. Consider those outlined below.

    Brand style guides

    This document guides anyone creating content for a brand at any time. What is the tone of voice and brand personality? How is it best represented visually, and what are the brand colours and fonts? This can be a challenging document to put together, and it usually isn’t the content marketer who is tasked with doing so, but is essential to aligning brand communications. It is also a document that tends to be ‘live’ as it is constantly updated as the brand and content landscapes evolve and new conventions need to come into play. Brand style guidelines are also referred to as Corporate Identity( CI) or Brand Identity (BI).

    Content calendars

    Content calendars assist the content marketer in planning the content they will be sharing, across which platforms, and when. The more advance planning is undertaken, the easier it is to react quickly to tactical opportunities.

    Figure \(\PageIndex{1}\): A content calendar for social media Adapted From Small Business Trends, n.d.

    Workflow map

    A workflow map documents the path a piece of content takes when it is created. What are the steps in approval, how is it optimised for digital publishing, who has final sign off? Is it a duplicate of existing content, and where else can it be used? A workflow map assists you in streamlining this process.

    Figure \(\PageIndex{2}\): A content workflow mapping the development of content Adapted From TBC

    Persona map

    As discussed, the persona map assists content creators in focusing on those for whom they are in fact creating content, and what the motivations of consumers may be.

    Figure \(\PageIndex{3}\): An example of a persona map Adapted From UXPin, n.d.

    This page titled 15.9: Tools of the trade is shared under a CC BY-NC-SA 3.0 license and was authored, remixed, and/or curated by Rob Stokes via source content that was edited to the style and standards of the LibreTexts platform; a detailed edit history is available upon request.