Construct a Workflow for Your Content material Operation in 5 Steps


You’ve heard the expression, “Work smarter, not more durable.”

Content material advertising and marketing groups would do nicely to undertake that philosophy. Onerous work alone can’t remedy the wrestle to satisfy the calls for for extra (and higher) content material. Smarter work, although, can take away the friction, confusion, and manufacturing inefficiencies that may hinder their success.

Smarter work requires clear operational workflows and well-defined processes. In case your workforce lacks these foundational parts, vital duties fall by way of the cracks, and nobody is aware of the following steps or who’s answerable for seeing them by way of. Ultimately, chaos reigns, content material high quality suffers, and the workforce wastes time fixing manufacturing issues whereas your rivals remedy your viewers’s challenges.

With this streamlined, five-step course of, you’ll be able to map workflows for every content material format and variation your workforce produces frequently. Then, you’ll be able to construct executable processes that make manufacturing extra manageable. The templates and examples can information you thru every step.

Step 1: Audit your content material codecs

First, you want a high-level view of all of the content material deliverables and distribution for every format.

Create a template with these columns — content material format, main distribution platform, extra distribution platforms, and particular circumstances and variation.

  • Content material format: Do you create articles? E-books? Dwell displays? Webinars? Visible content material? Create a row for every format your workforce frequently produces.
  • Major supply platform: The place is every format revealed or shared first? Ideally, it’s an owned-media platform, like your weblog or by way of electronic mail. Nevertheless, if it’s an exterior platform like social media, notice the vacation spot.
  • Further distribution platforms. Do you employ this content material format on different channels? Checklist them. This step helps floor missed duties within the course of, resembling importing belongings to your model’s social pages by way of an admin account or resizing photographs to platform specs. It additionally accounts for post-publishing steps to offer a constant multiplatform expertise.
  • Particular circumstances and variations. Do you gate some e-books as lead-gen magnets whereas different e-books stay ungated? Are movies added to your newsletters solely if you’re selling an occasion or particular supply? Observe any variations that require additional steps or a definite manufacturing course of.

TIP: If a content material format is used considerably in a number of methods, listing these makes use of in separate rows. For instance, movies may need two rows, Video — YouTube and Video — Instagram Tales.

At this level, focus solely on the high-level duties in your operations workflow. Finer particulars like design wants, who creates the content material, and who must approve it should come later (step three).

Right here’s an instance of how an audit would possibly look:

Content material Format Major Distribution Platform Further Distribution Platforms Particular Circumstances/Variations
Editorial article Web site (Weblog) · Publication
· LinkedIn profile web page/group
· Social media
· Sponsored posts
· Crowdsourced posts
· Instance collections
· Republished posts
· Contributor submissions
Publication E mail  None None
E-book Web site (Assets web page) · E mail campaigns
· Editorial article
· Sponsored touchdown web page
· Gated for lead gen
· Sponsored e-books  
Video (livestream) Instagram · Fb
· TikTok LIVE
· Co-created with influencer
· Skilled interviews
Video (scripted) YouTube · Web site weblog
· Occasion microsite
· Web site video web page
· Sponsored webinars
Social media publish LinkedIn · Fb
· LinkedIn
· Instagram
· Paid promotions
· Co-created with influencers
Dwell presentation In-person occasion · Digital occasions platform
· LinkedIn Dwell
· Video snippets on social media
· Distribution associate web site

Step 2: Checklist all duties required for every format

Subsequent, element all of the editorial, collaborative, and technical manufacturing duties to supply every content material format for its main platform.

You could need to begin with essentially the most regularly produced or essentially the most important to your content material targets. Alternatively, start with essentially the most complicated asset, which entails a number of groups or many steps to supply and distribute. You’ll see why in a minute.

Don’t fear about placing the duties so as. Simply listing them as they arrive to thoughts. For instance, an editorial article in your web site’s weblog would possibly embrace this process listing:

  • Decide matter.
  • Schedule publication within the editorial calendar.
  • Edit submitted copy.
  • Load copy and pictures to the content material administration system.
  • Format content material for format.
  • Ship edited copy to writer and stakeholders for revisions/approval.
  • Request gross sales/advertising and marketing suggestions on the subject.
  • Set metadata particulars for search engine optimization.
  • Ship hyperlinks/belongings to the contact individual for the every day electronic mail e-newsletter.
  • Design and develop visible photographs.
  • Collect writer bio information/belongings.
  • Brainstorm particular story angles.
  • Determine and interview material skilled(s).
  • Acquire metrics/generate efficiency stories.
  • Assign writer to write down copy.
  • Proof and approve the ultimate format.
  • Share efficiency knowledge with stakeholders.
  • Publish content material to its main platform.
  • Share hyperlinks/belongings with content material companions for his or her utilization.

A few of these duties might have a number of sub-steps. For instance, formatting the article might contain importing and resizing photographs, including hyperlinks, setting class tags, and many others. However for this train, keep on with broad process classes.

Step 3: Manage duties by manufacturing stage

Subsequent, for every format, group the duties in sequential order into pre-production, manufacturing, and post-production phases, as proven within the template under.

Be happy so as to add clarifying particulars to your process descriptions. They may assist workforce members distinguish generally confused actions, like enhancing for substance vs. last proofreading.

Stage of Content material Format 
(editorial article)
Required Duties
Pre-production stage Decide the subject.
  Brainstorm angle.
  Determine sources/material consultants.
  Request gross sales/advertising and marketing suggestions on the subject and strategy.
  Assign a author.
  Facilitate governance necessities.
  Create/collect writer bio information/belongings.
Manufacturing stage Obtain writer submission.
  Edit/revise copy for fashion and substance.
  Design/develop visuals.
  Ship a last copy to the writer and stakeholders for revisions/approval.
  Load/format copy and visuals for format.
  Set metadata particulars for search engine optimization.
  Proof and approve the ultimate format.
Put up-production stage Schedule publication within the editorial calendar.
  Publish content material (together with metadata) to its main platform.
  Ship content material to [contact] for electronic mail alert/e-newsletter inclusion.
  Share hyperlinks/belongings with content material companions for extra promotion, repurposing, and distribution efforts per the content material plan.
  Acquire metrics knowledge and generate stories.
  Share efficiency knowledge with stakeholders to tell potential changes or future content material plans.

To assist set up your duties in logical order, additionally reply these questions:

  • Which duties should occur earlier than others can begin?
  • Which duties can occur concurrently?
  • What duties denote a stage is full and the following can start?

Your processes should account for requirements and necessities set on the enterprise degree or that contribute to different organizational capabilities. For instance, you might must set metadata particulars in accordance with your enterprise search engine optimization technique or adjust to organizational procedures, like securing signed contributor agreements.

If these steps didn’t make it onto your preliminary process listing, add them. (Within the instance above, I added “facilitate governance necessities” that wasn’t on the unique process listing. Should you’re uncertain what these duties contain — or how one can fulfill them — discover out. It’s going to solely make your work more durable if it is advisable plug in or reorder steps after you’ve mapped the operational workflow.

Step 4: Assign roles and map how work will circulation

From right here, you add a column to set roles and duties for every process. With this data, you’ll be able to create a map displaying how manufacturing efforts circulation from one position to the following.

The primary half is comparatively straightforward, particularly when you have a small, centralized content material advertising and marketing workforce and clearly outlined roles. For collaborative duties, embrace all folks (or the departments they signify) who should act earlier than that process is full. On this instance, I slotted in some pre-production roles as a information:

Stage of Content material Format (editorial article) Activity To Do Roles
Pre-production stage Decide the subject. · Group chief
  Brainstorm angle. · Group chief
· Managing editor
  Determine sources/material consultants. · Managing editor
· Story editor
· Workers writers
  Request gross sales/advertising and marketing suggestions on the subject and strategy. · Managing editor
  Assign a author. · Managing editor
  Facilitate governance necessities. · Managing editor
  Create/collect writer bio information/belongings. · Copy editor

Figuring out roles could be extra difficult for bigger enterprises or these with shared content material duties throughout departments. Nevertheless, as soon as you fit your content material advertising and marketing workforce members into their normal areas of duty, you’ll be able to see the place gaps exist. That may assist establish the inner groups to strategy for collaborative help.

Moreover, it helps pinpoint areas the place you lack ample capabilities or protection so you’ll be able to proactively fill them by outsourcing expertise or incorporating generative AI instruments. You could uncover pointless redundancies that may be eradicated.

The chart now supplies all the data wanted to grasp the editorial article format workflow. Nevertheless, remodeling it right into a shareable graphic or map may help stakeholders visualize how they match within the manufacturing continuum and what nonetheless must occur.

Step 5: Operationalize and iterate

You listed the duties and mapped the order of operations for a content material format. Now, implement it as a repeatable course of. Create a mechanism to trace and handle the duties as they get completed and guarantee everybody has what they should do their half.

You should utilize the detailed dashboards supplied in venture administration instruments like Asana or Jira to construct a classy system. Another choice is to create custom-made trackers and checklists utilizing cloud-based work instruments like AirtableTrello, or Notion. Nevertheless, essentially the most simple strategy could also be to repeat the data from the templated chart right into a shareable Google spreadsheet or Excel doc.

Now, you’ll be able to adapt the method for variations of the content material format. Right here’s how that works:

  • Revisit the unique desk that notes distinctive circumstances and variations that require a distinct set of steps.
  • Stroll by way of the duties on the chart (step two). Delete pointless duties for the variation and establish any to be added. For instance, with a sponsored weblog publish (a variation of a weblog article), you might must combine the shopper’s brand and boilerplate copy or facilitate their copy assessment and approval course of.
  • Assign roles for newly added duties.

With this mannequin, you’ll be able to repeat this course of for every frequently used content material format, so you have got a complete content material operations tracker.

Construct, revise, repeat, and obtain

Content material advertising and marketing groups juggle many duties. Why not make their jobs simpler by working smarter? Map the operational workflows and construct dependable processes that empower their efficiency.

Should you resolve to do this shortcut, I’d love to listen to the way it labored — or the way you tailored it to work higher in your workforce.

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute