The one aspect which can place you above your competition is consistency. The need to streamline the content development process becomes a necessity if you want to be make the best of it.
Successful marketers start with a content marketing strategy, have defined goals, and produce consistent content that delivers on those goals. We often hear that delivering consistent content, the production of it all, is a major, sometimes painful, undertaking. If only there was a content assembly line that could be turned on with the flip of a switch.
Here we are listing down the basics, which will help you set up a workflow for a smooth content production cycle.
1.Develop a content assembly line to ease the pain of production
Producing content isn’t as easy as flipping a switch, but there is an “assembly line” that should be followed when it comes to content. An efficient content production workflow acts as the content assembly line, keeping production on track and moving forward. From researching the topic to publishing the final piece of content, focus on the following main workflow stages:
2.Research and audit existing content elements
Before diving into drafting a piece of content, it’s important to take note of what already exists that could be leveraged. Doing an audit of content elements, researching potential third-party sources, and consulting your team sets the direction, and provides relevant resources to share with the writer.
3.Develop content that matters to your audience
Following the research stage, a copywriter can begin writing content, ensuring that the voice, tone, and message aligns with the audience need and measure up to content strategy goals. In addition, graphics, multimedia, or visual elements may need to be created during this stage. Giving appropriate time to the writer and designer is critical to ensure they can create the quality content desired.
4.Review content with subject experts and revise as necessary
The review and revision stages within the content workflow tend to take the most time, and can sometimes be difficult to navigate if multiple people are reviewing and providing feedback. A key step during this stage is to review content with subject matter experts (individuals who know the topic inside and out), who can provide feedback and direction on the accuracy and relevancy of the content.
5.Approve content, publish, and promote
After revisions are completed, content can be approved and published through the appropriate channels, and promoted to your audience. At this point, your content workflow will likely vary depending upon the type of content you’re publishing. For example, a digital project like a web page will likely have additional stages to test, approve, and publish the content in the web template or CMS that’s being used for the project.
6.Measure the effectiveness of the content created
It’s easy to publish content and assume that it’s delivering the desired results. However, an important component of a clear workflow is to evaluate the effectiveness of the content. Is it resonating with the audience? Are they finding value in what’s being produced? Various measurement methods can be used to collect data, from website analytics to user surveys, to determine if the content is resonating with the audience. After evaluation, content can be adjusted and/or refined accordingly to ensure that valuable content is being delivered.
It’s important to follow and stick with a workflow for content production. Enabling that workflow is a critical component for marketers who aim to produce consistent quality content that delivers upon the content strategy.
If you have your customized workflow which is working, very well go with it. However, do experiment with the changing modes of content consumption, to always have the upper hand.