The SCOM strategy flower

FromMirko Lange

The graphic is actually self-explanatory, isn't it? It shows all the steps needed to develop a content marketing strategy: It starts with the strategic platform, which ends in the "core story". This is followed by topic planning and storyboarding, and then content planning and content production. Content distribution and content analytics then complete the process. At least for the time being. Then in day-to-day doing, it's a pure cycle.

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The author

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Mirko Lange

Founder Scompler

Mirko Lange has been a communications consultant for 27 years and a lecturer at several universities since 2001. In 1999, he founded one of the first consulting firms for online PR in Germany and made a name for himself as the first specialist for corporate communications on the social web in 2008. In 2010, he advised Deutsche Bahn ("Facebook Ticket") and Nestlé ("Kitkat"), among others, on crisis communications, which were hit by the first "shitstorms" in Germany. As a result, Deutsche Bahn, for example, aligned its entire communication to the social web, a process that Lange accompanied. This project resulted in the communication management software Scompler. Scompler now has more than 300 customers, including 6 DAX companies.

2 Responses to "The SCOM strategy flower"

  1. Avatar of Marie-Christine Schindler
    Marie-Christine Schindler

    Not only pretty, but also practical. But you also have to be willing to take these steps consistently - in practice, I often experience something different. Question: what is meant by content reuse?

    Answers
    1. Avatar of Mirko Lange
      Mirko Lange

      Yes, without question. In practice, marketing departments are driven by everyday life and circumstances. That's the difference between strategy and practice.

      "Content reuse" means reusing content (or parts of it) once it has been produced.

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2 thoughts on "The SCOM strategy flower"

    • Yes, without question. In practice, marketing departments are driven by everyday life and circumstances. That's the difference between strategy and practice.

      "Content reuse" means reusing content (or parts of it) once it has been produced.

      Answers

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