Content Marketing Programme Work Breakdown Structure
This is a practical guide to building a work breakdown structure for a content marketing programme project — a deliverable-oriented decomposition of the whole scope into manageable work packages, adapted to the realities of building an ongoing content marketing engine.
What a Work Breakdown Structure is
A work breakdown structure is a deliverable-oriented decomposition of the whole scope into manageable work packages. For the full concept and how it works in general, see Work Breakdown Structure. On a content marketing programme project it plays the same role, tuned to this kind of work.
Why it matters for a Content Marketing Programme project
Content Marketing Programme projects live or die on building an ongoing content marketing engine. A well-built work breakdown structure gives the team a shared, explicit reference for exactly that — reducing ambiguity, aligning stakeholders, and making problems visible early enough to act. Skipping it, or doing it generically, is how content marketing programme projects drift into avoidable delay and cost.
What to include
- Top-level deliverables
- Sub-deliverables
- Work packages (8–80 hours)
- WBS numbering
- WBS dictionary entries
Content Marketing Programme-specific considerations
Tailor the work breakdown structure to the risks that most often derail content marketing programme projects:
- Content production capacity
- Consistency
- Measuring impact
Example
On a real content marketing programme project, the work breakdown structure would be shaped by building an ongoing content marketing engine. In particular, it should explicitly account for the project’s biggest risks — content production capacity, consistency, measuring impact — rather than treating them as afterthoughts.