Improved workflow means improved productivity and profitability. If you had the opportunity to improve your content marketing workflow, would you take it? Of course, you would! You are well aware of how much time you would have for new, thrilling projects!
Today’s companies are heavily investing in content marketing. According to the Content Marketing Institute, 70% of B2B content marketers expect to increase the workflow by the next year and almost 40% of companies expect to grow their content marketing expenses. Although more work means higher profits for content marketers, it also means less free time.
Content marketers have to find adequate solutions to this new challenge. There is a single way to handle the process in a fast and easy fashion: research. A documented workflow will not only help you create more high-quality content but will also help your clients get more for their money.
Not all content marketers have the right attitude and approach when it comes to their workflow. Following the logical steps in the content creation process, even the boring, organizational ones, will help content marketing teams and companies increase their transparency and accountability. This data shows only a few of the content marketers today base their activity on researched and documented processes.
To understand how to approach content marketing workflow in an effective way, keep reading below.
The easiest way to optimize the request processing step is designating an employee to receive all work requests. You also have to establish an internal process for this step.
To maximize the outcome of your content marketing campaigns, you have to have a protocol and follow it religiously.
- It could be an e-mail address where to receive all your work orders and requests, a web form on your website, or a work and task management tool. Pick a single stream where your work requests will be coming on.
- After your company receives the work orders, you have to ensure you have a face-to-face meeting with your creative team. You have to make sure everybody in the team has the same information about the project, and that everybody will be able to deliver to the same expectations.
- You have to assign a team member to manage all the organizational part of the process. This will help your teams avoid disorganized workflows and faulty request processing protocols.
- Have a creative brief in place. It should work equally well for all requests coming. Keep it simple and objective-oriented, and define the expected measures of success for each request.
All requests are equally important but not all are equally urgent. In fact, specialists say that urgency or deadlines should not be the variable you prioritize your orders by. In most cases, what’s important is not necessarily urgent.
Content marketing companies can’t get everything done immediately. They need a triage process, which helps them prioritize between projects and clients.
Follow these extra tips to improve the prioritization process:
- Try to divide the creation process into different steps and think of how many there are.
- When you can’t quantify the steps necessary to create the content, think of how long the content creation process will last.
- Consider transition times as well. Think of how much review, feedback, modification, and approval will eat up.
To optimize the content marketing workflow, you have to implement automation tools. Reminder tools are also important here. Automated reminder tools are the most efficient, according to professionals. They allow you to keep track of the evolution of your content writing process, without having to deal with manual reminders. While sticky notes and physical planners are equally efficient as reminders, they eat up time that could be better used in the creation process.
The content creation process is a complex one that involves constant communication, updates, reviews and discussions with clients. But this doesn’t mean you have to agree to endless revisions and endless “final versions”. At some point, even in important clients’ case, you have to put a cap on revisions and decide when the content is “done”.
In the content creation process, you have to guide your team’s activity based on several guidelines. This will help you establish when a project is finalized and will keep all your projects moving forward smoothly. Besides, it will maximize your team’s efforts.
Organization and Storage
To improve content marketing workflow, think of a content storage process and clear naming protocols and systems. The content you create should be available to everybody in your company and should be easy to recognize, depending on the client or project.
Have straightforward naming protocols for all campaigns. This could include several consistent naming strategies and formats (i.e., client name – date). Follow the same naming protocol to make your organization and storage workflow easier to understand and follow.
Try to establish systems that allow your teams to know when a piece of content is finished and ready for publication. A similar process will save your team time and offer your clients better results.
Publication and Promotion
Before the publication and promotion step, you have to make sure that you have a clear distribution strategy. This will help your teams maximize the results.
Be smart when you publish your content. This will help you ensure it reaches the right audience, at the right time. Not all content is best published as soon as your team finishes it. In some cases, following the best distribution practices is what guarantee higher success rates. Once again, technology is your best friend. Use relevant hashtags, automated influence-enhancement systems like Triberr or GaggleAMP and links to popular posts.
Successful content marketing campaigns are those meeting the planned ROI. Try using one of the analytics reports here and see if your campaign achieved its goals.
- What is content marketing ROI? – this is a percentage that lets you know how much revenue your company or your client gained from the campaign, as opposed to the amounts spent.
- Content marketing measurements that mater – look into metrics like sales, web traffic, SEO results, exposure, authority, onsite engagement, and lead quality.
Use the results of your previous campaigns to dictate future strategies and approaches. See what topics your audience is the most responsive to, see what type of content drove the most sales and see how the market dynamics changes over time. This helps you and your team adjust the content you create in the future to meet the goals.
Content marketing is complex and demands high levels of creativity. But marketers shouldn’t overlook the importance of a documented and organized workflow. In today’s day and time, being inefficient means losing time and money, important clients and stagnating as a business. Content marketing doesn’t have to be a chaotic process of endless improvement, it has to be a structured and straightforward one. Use technology, it offers a series of workflow automation tools, suitable for a series of industries and sectors. And content marketing is one of those.
Bridgette Hernandez is a Master in Anthropology who is interested in writing and is planning to publish her own book in the near future. Now she is a content editor at Studyclerk. She works with professional writing companies such as GrabMyEssay and HotEssayService as an writer.