Global content operations

Global content operations is the strategic approach of creating, managing, and distributing relevant, valuable, high-quality content to a worldwide audience as well as the activities, processes, tools, and technologies that are required to manage a brand's content needs and content assets effectively. Content ops interact with project management, content production, content marketing, marketing strategy, and involves elements of content governance, content performance, and optimization.

Content operations is the execution and implementation of a content strategy. Content strategy is the map and the ideation, and content operations are the tools and in-depth, repeatable processes that take you and your content team on the journey.

There are three pillars traditionally used to structure successful content operations: people, process, and technology. All three are required to implement a global content operations framework.

• People: This pillar contains not only content roles and responsibilities but the company culture of content. It is likely to include team members like the content operations manager, content operations team, content strategists, content writers, and other stakeholders like the marketing team.
• Process: Made up of the content supply chain, formats, editorial calendar, style guides, and workflows, as well as a governance model and templates.
• Technology: Includes digital asset management tools, any content operations platform, and the CRM, as well as translation software, automation, integrations, and artificial intelligence capabilities like ChatGPT and OpenAI.