There is an ongoing debate when it comes to content over what’s more important, quantity or quality, but if you ask Jesse Noyes over at Content Marketing Institute it’s the consistency that really needs to take center stage. According to him the most important thing is to make sure your audience knows what to expect, and what they get should be good content at a regular cadence. A lot of companies end up losing steam and abandoning their blogs after a period of time, which is a huge mistake. Here are more ideas from the site about how to create effective content workflows, by making it repeatable.
Gather Your Stakeholders
To make your workflow repeatable for different projects, there are a few different things you need to do. One is gather your stakeholders. You need to understand who the people are that are involved in content strategy, not just what it is. Gathering internal stakeholders ensure you have people to make your content, distribute it, optimize it, analyze it, and approve it as necessary. At the very least having a list of tasks and people checking them off to ensure that you’re staying true to larger organizational goals.
Document Your Distribution Points
Next you need to document your distribution points. People come first but the points where content is distributed need to be documented so that it’s clear where everything is going. The sales team should be in on it, and you should be regularly sharing through all of your social media channels.
Align the Process and People
Once you have the stakeholders and the distribution points in place you have to merge them. If done right this should speed up the process but also stay at a high quality. As new elements are introduced, the workflow might change so staying flexible is going to be important as well. Small changes shouldn’t completely throw you off balance when you work this way.
Refine Your Deadlines
Deadlines are key to keeping accountability within the company, whether the tasks are large or small. Your process can become streamlined when people remain accountable to you, or you can figure out who isn’t really working well for you. Creating consistency is key.
Make a Visible Template
Just telling your team one time what to do doesn’t always work, people respond better when they have a visual template they can refer back to. This provides a visual representation of your process and allows people to see the process, which will keep them feeling more connected. Make them accessible for your team even as they may vary across departments. The more people can understand why they’re doing what they’re doing to help the company at large the more cohesion and hard work you’re going to get out of them.
The workflow will continue to change as the company changes and grows, so revisiting it should be done quarterly in the best case scenario.
Have you found the key to making workflow an easily repeated process? Let us know your experiences on the subject!