Lack of time is the biggest reason for lack of content, yet there’s more and more emphasis on the importance of scaling copy to reach more customers. If everyone is so short on time, how can marketers manage the growing demands of content? I have noticed critical steps that many businesses skip to save time, but these save time and money in the long run:
Develop a Content Marketing Strategy
The initial step to success is devising a solid strategy aligned with your business goals. This ensures all departments are on the same page and prevents last minute projects halting daily production. Beginning work without an approved plan is the best way to limit creativity and increase staff burnout. Every strategy should align consumer needs with commercial goals and production standards. Your content marketing tactics should align advertising efforts with product launches, major company events, and holidays. Consider your busy season, too.
A sound plan should also close any gaps in content information by considering buyer personalities, stages in consumer lifecycles, and content keywords. This comprehensive approach should have the flexibility to grow and change to address new updates.
Create a Content Marketing Plan
Once you’ve created a solid strategy and key stockholders are invested, develop your content marketing plan. This is where you can establish specific projects to work cohesively and strengthen the same policy. There may be an idea for each stage of the customer lifecycle or projects that address different buyer personalities.
Develop a Production Process
Now that a strategy and content plan has been shared with your company, you’ll benefit from a clear production process. This will ensure you can maintain your projects through development, delivery, and metric tracking. A solid process will have boundaries rather than roadblocks to keep teams on track without stifling creativity.
This step should clarify who’s responsible for a task and who’s overseeing its completion according to enterprise standards and plan goals. If there are any expertise gaps, additional consultants can be brought on board, or parts of the project can be outsourced.
A content calendar should also be a part of the production process. This lists when and where material is shared to meet your target audience’s content frequency demands. Rather than designate one person in charge of a production process, consider using project management software that allows team members to access and update the calendar. This will save time and combine various notes into one central database.
Expand Writer Specialization
Having writers who are experts on their source materials will lead to improved quality and efficiency. Assign similar content to the same writer to develop his or her knowledge on a specific topic. When time allows, ask writers to create additional material on a relevant subject of interest. This will expand the copy your company shares but will also grow your writers’ understanding of a specific issue and increase staff motivation.
Businesses with small writing teams can invest in education training and other resources to increase their knowledge base. Hiring an agency or freelance writer to create additional content outside the team’s comfort zone is another option. Outsourcing can be an effective method for many enterprises due to the seasonal nature of most industries. A busy time demands additional writers to meet growing content needs, but staff writers will usually have unproductive periods during slow seasons. Thus, many small operations outsource only during peak moments.
Schedule Regular Editorial Reviews
Hold a meeting with the organization’s production managers to keep work silos from forming and add different perspectives to production challenges. This allows your thought experts to brainstorm new solutions for existing workflow bottlenecks. A meeting like this is a fantastic way to uncover missed opportunities and easily add them into the next set of content marketing plans or fit into the existing calendar.
Members of each team can discuss new trends in the field to strengthen weak content. Similarly, this is the place to evaluate the latest statistics to target the most successful material. Keep the meeting focused by passing each idea through a filter that rates value, considers alternative ideas, and prioritizes them based on business goals. Most importantly, align every new topic with the company’s original strategies.
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