Content Strategy and Delivery: The 4C5 Approach

August 31, 2023
August 31, 2023 Greg Olson

Mastering Content for Maximum Impact

In the world of business leadership and product marketing, the significance of content strategy and delivery is undeniable. This article doesn’t aim to persuade newcomers; it assumes you’re already on board with the idea that content is crucial. But even for those firmly in the “Of Course We Need Content” camp, a significant question remains: How do we go about acquiring it?

Navigating the Content Conundrum: A Strategic Approach

This article offers business leaders and marketers a systematic framework for producing and delivering high-quality content that resonates with audiences. Whether you manage an in-house team, a hybrid team, or a fully remote team—whether your team is small or large—this approach applies. It also integrates effortlessly with your existing tools. The best part? There’s no barrier preventing you from adopting this approach today.

For your convenience, I’ve prepared an easy-to-access reference that you can bookmark and download. So, let’s delve into 4C5.

Ensuring Content Quality

The 4C’s for communication excellence is well-trod territory so I’ll not dwell on it much. Briefly, the 4 C’s serve as guidelines for producing high-quality, valuable, and impactful content that resonates with target audiences. As a reminder the 4C’s refer to:

  1. Clear: Clarity ensures that your audience can quickly grasp the main points you’re trying to convey.
  2. Concise: Get your message across in a succinct manner to maintain your audience’s attention.
  3. Credible: Make sure your information is accurate, well-researched, and supported by reputable sources.
  4. Compelling: Use storytelling, anecdotes, or engaging visuals to make your content more captivating.

Follow the 4C’s (or something like them) and you’ll no doubt produce effective communication and content. But, more is needed to systematically produce content and communications that regularly drive business results. That is where the C5 Framework enters the picture.

C5 Approach to Content Strategy and Delivery

C5 is a structured and strategic approach to creating content that resonates with audiences and produces business value. The approach recognizes that ideas may come from anywhere. It is also mindful of content that doesn’t age well or that doesn’t live up to expectations. Analytics tells the story of where content is working or not. Addressing underperforming content is like good digital marketing medicine. The C5 approach is also mindful of the need to publish content across channels to reach intended audiences. Finally, by calendarizing the required actions across the 5Cs a team is ensured that time will not march on without them.

  1. Curate: Gather valuable insights, information, and resources from diverse sources.
  2. Create: Develop original and engaging content that resonates with your audience.
  3. Cure: Improve and refine existing content to enhance its quality and relevance.
  4. Connect: Distribute your content across multiple channels to reach a wider audience.
  5. Calendarize: Plan and schedule content-related actions on a calendar to ensure timely execution and consistency.

Maximize the Impact of Content Strategy and Delivery

Combine the 4C’s of Content with the C5 framework for maximum impact. This approach encompasses content creation, improvement, engagement, and planning, resulting in content that effectively communicates, engages, and drives business results. Put it to work in your organization and let me know how it goes. Doing something similar? Please let me know.

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Greg Olson

Strategic and creative chief marketer working with business leaders to clarify and communicate vision, advance innovative products and services, and build more capable, more profitable enterprises. Agency and client-side experiences in startups, small businesses, nonprofits, and publicly traded Fortune 100 enterprises. Especially adept at creating a clear path forward for products and services that are new to the world. I am passionate about creating a better world.
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