How To Manage Your Corporate Blogging Workflow

By: Chris Thompson on July 25, 2014 Categories: Corporate Communications

Managing your workflow is a crucial element of your content marketing efforts. This is especially important when you are working in large teams. Publishing a corporate blog often means collaborating with people from different departments in disparate geographies. It is important to get everyone on the same page to achieve the best results.
Here are some tips we suggest for successfully managing your blog workflow in a team:

1. Define your strategy and stick to it

Rather than just throwing some ideas up on a whiteboard and diving into writing, you need to develop a coherent strategy for your blog (as you do for all your content types). This means setting out the different themes you want to address, developing buyer personas, and then moving both of those through the buyer cycle to ensure that you have enough content to move your potential customer from initial interest, through to making a purchase, and onto becoming advocates for your company and its products.

2. Define team roles

You need to carefully determine who will be doing what within the team, so as to avoid duplication of efforts and extract as much value from the team as possible. Assign roles that provide a clear line of command and approval, so that writers can take ownership for their work and managers know who they are assigning work to, and who they are responsible for editing and approving.

3. Build repeatable workflows and timing

Determine the workflow that is optimal for your organization. Allocate authority and permissions based upon the talents and capabilities of your team. Some corporate blog teams may have a simple assign, submit and review workflow, others may require collaboration, version control and multiple review stages, including different stages for copy text and image inclusion. Establishing repeatable workflows from the outset helps to avoid confusion and wasted time down the road.

4. Use the Editorial Calendar to plan and stay on track

Build out your planning, production and publishing schedule using Editorial Calendar Software. This will allow your team to see all of the content that is going to be created and help them to appreciate their place in the bigger picture. It also serves as a convenient visual aid to see the spread of blog channels or sites, themes, buyer personas and buyer cycle stages which are begin addressed. Views such as In Production and My Calendar help you keep on track of the work you need to carry out next.

5. Use multiple versions when necessary in drafting

Multiple versions are particularly useful when you have multiple authors collaborating on a single content item. They can add edits, revisions and comments to the text, while retaining the original for review and comparison. Perhaps you want to create multiple treatments with different voices and approaches before finalizing on the best one? Versioning, such as that available in collaborative content workflow software, helps accomplish this.

6. Publish and promote

Once you have completed an item to the team’s satisfaction you can go ahead and publish it to the CMS of your choice through an integration with your Editorial Calendar. From there you can begin promoting it through your various social media channels using instantaneous and scheduled posts to increase exposure and drive more traffic to your content. Using our Mintent’s integration with Outbrain you can also instantly add your newly published blog post link to your Outbrain campaigns for further engaged traffic.

7. Measure

Keep track of the performance of your content items by setting the micro-conversion goals for each post and use Mintent’s analytics to tell you if each post is achieving its goals within your overall strategic content architecture. Or integrate whatever analytics package your most comfortable with. The key is to build a repeatable measurement workflow to connect and align results to strategy.

8. Optimize and feedback to planning

Continue to test your published blog posts with new calls to action and updated content. Feed the results of your optimization efforts back into the planning stage to help your new posts benefit from what you have learned. When you find something that works, plan more content that uses what works. Test more ideas in a similar vein that extend what you’ve learned.

While this may seem like more heavy lifting than just “banging out a post”, it actually takes less time to get to results by doing it right versus just doing it. And the more you work through a repeatable workflow, the easier and more natural it gets.

To try out the workflow with your team, sign-up for a free-trial today and get started!