To succeed in content marketing you need to publish a regular stream of content, then promote that content to get some eyes on it. Producing and publishing this content represents a considerable challenge for most companies, especially when it comes to coordinating who will do what, when it needs to be ready and how multiple staff members are going to collaborate on it. Here are some tips on how to solve this challenge:
1. Provide structure to your team.
First, you need to determine who is going to do what in your content team. You need to have a content strategist or manager who comes up with the ideas for your content and then assigns them out. Authors will be required to create the content, and you will require editors to review the work they have done. You might require designers to create and manage the images in your asset library for inclusion in your content items, and you may also require channel managers who have a specialist knowledge of each of your publishing and promotion channels.
2. Create themes for your content and identify gaps.
To get off on the right footing you need to develop themes for your content. Themes are a way to organize your content so you know what your are writing about and the purpose of each item. They can include customer pain, problems solved by your solution, product lines, geographical regions or could be tied to campaigns. Once you develop coherent themes for you content you can assess both your existing and planned content to identify content gaps, where certain themes have been insufficiently addressed.
3. Get involvement in ideation.
Brainstorming is rarely as effective in solitude as it is when you get the whole team to pitch in. Try to get as many members of you content team involved in the process as possible. In addition to expanding the number of ideas you will generate, it also help to develop a sense of ownership as your staff can see how a single idea of their can spawn an entire series of content items.
4. Create repeatable production and approval workflows.
To develop a streamlined content machine you need to set out a repeatable workflow for your content production, and the approval process your content items must undergo prior to publishing. Once established, it will allow you to crank out content at unprecedented levels, as the back-and-forth distractions will melt away into a finely honed content production powerhouse.
5. Monitor activity in the Editorial Calendar.
Once you have come up with some content ideas and established your workflow, it”s time to start populating your editorial calendar. Having your content laid out for all your content creators to see in a visual format helps to quickly conceive all of the upcoming work that needs to be carried out, and how your content strategy will tie together and come to fruition over the upcoming months.
6. Measure Workflow and Content Performance.
To ensure you are staying on track with your content strategy you need to get some information on the effectiveness of both your published content and the workflow mechanism in place to produce it. This is where you need to employ content-based analytics that tell you how your content is performing with its target audience. You also need to measure how well your content creators are performing. Whose work is generating the greatest level of interest from your target audience? Which writer is producing the most content? How much capacity does each of your writers have at the moment? Quickly retrieving the answer to all of these questions will vastly improve your ability to operate an agile content creation unit.
7. Feedback measurement to planning.
Finally you need to feed all of your performance insight back into your planning process. Unless you are learning from your successes and mistakes you are doomed to repeat the same flawed tactics and leave money on the table by not doubling-down on what works.
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