Content marketing has become a major part of every company’s strategy these days. The problem is that no two companies have the same workflow or processes. How does this affect your content strategy?
Companies often struggle to create consistent content across their various channels. This leads to inconsistent messaging and poor customer experiences. If you want to improve your content strategy, you need to figure out where your workflow stands now and then plan accordingly.
You should always start with the basics before moving on to bigger things. In other words, you should focus on improving your content creation process before thinking about creating new content types.
How Can Your Content Workflow Affect Your Content Strategy?
The way you create content affects how you should use it. If you’re writing for SEO purposes, then you need to write unique content that doesn’t duplicate what other websites are already doing. However, if you’re writing for human consumption, then you want to focus on quality rather than quantity.
Content marketing has become a major part of every company’s marketing strategy. And with the rise of social media platforms, video-sharing sites, and other forms of content distribution, companies are looking at ways to improve their content workflow. Content creation involves multiple steps, from writing and editing to publishing and distributing. The way these processes are managed affects the quality of the final output.
In order to create high-quality content, you need to understand your workflow. It’s important to know where you can improve so that you can make changes in the future.
1. Write For Humans First
If you’re writing for humans first, you’ll be more likely to produce good content. You won’t worry as much about keywords, SEO, or anything else related to search engines. Instead, you’ll focus on producing something that people will enjoy reading.
2. Create Unique Content
If you’re writing for SEO reasons, you’ll want to create content that isn’t duplicated by other websites. That means you need to do some research into what others are saying and doing. You also need to find out which keywords they’re using. Then, you need to come up with original ideas that aren’t being used elsewhere.
3. Focus On Quality Over Quantity
When you’re writing for humans, you don’t necessarily need to write a lot. In fact, you shouldn’t try to cram too many words into each post. Instead, you should focus on quality over quantity. Make sure that everything you publish is well-written and interesting.
4. Publish Frequently
It may seem like a waste of time to publish frequently when you’re just trying to get traffic. But frequent publishing actually helps build trust with readers. They see that you care enough to keep them updated on what’s going on.
5. Distribute Through Multiple Channels
Once you’ve published content, you need to distribute it through different channels. Social media platforms such as Facebook and Twitter are great places to share links to blog posts. Other options include email newsletters, RSS feeds, and even YouTube videos.
6. Monitor Feedback
Once you have a decent amount of followers, you’ll begin receiving feedback. People will tell you whether your content was helpful or not. You can use this information to determine whether you need to change any aspects of your content workflow.
7. Learn From Mistakes
Mistakes happen. Even the most experienced professionals make mistakes now and again. When you learn from those mistakes, you’ll be able to avoid making similar ones in the future.
8. Use Analytics To Improve
Analytics help you measure the success of your content. You can use analytics to figure out what types of content perform best. This allows you to create better content in the future.
9. Be Consistent
Consistency is key when it comes to building an audience. If you consistently post new content, your audience will grow. Once you reach a certain threshold, you’ll start getting more visitors than you did before.
10. Don’t Forget About Email Marketing
Email marketing is still one of the most effective ways to promote your business. You can send emails to your subscribers letting them know about new products, promotions, and events.
11. Promote The Right Way
Promoting your content doesn’t mean spamming people. You need to promote relevant content. Otherwise, you could end up hurting yourself instead of helping yourself.
How to Develop a Content Strategy Workflow
A content strategy workflow is a process that helps you develop a systematic approach to creating, revising, and distributing content that will elevate your overall SEO strategy and increase your bottom line. A well-developed workflow will guide you through each step of the content creation process—from brainstorming ideas to writing, editing, and publishing content—so you can focus on what matters most: generating revenue.
In this article, we’ll walk through how to develop such a workflow and explain why it’s essential to your success. We’ll also provide some examples of how others are successfully implementing this type of workflow.
What Is a Content Strategy Workflow?
A content strategy workflow helps teams understand what makes good content and how to produce it. It provides a framework for making sure every member of a team knows his or her role in creating high-quality content. A content strategy workflow is a document that outlines the entire content creation process. It includes everything from defining the scope of the project to planning out the final product.
The workflow is typically broken down into four steps: ideation, research, writing, and promotion. Each step is further divided up into sub-steps. For example, you might separate ideation into three categories: brainstorming, concept development, and idea refinement. You could break research into five sections: keyword analysis, competitor analysis, audience analysis, market segment analysis, and competitive analysis. Finally, you’d divide writing into six parts: copywriting, editing, proofreading, layout design, graphic design, and publishing.
Step 1: Define Your Goal
Everyone wants to succeed. But how do you define success? What does it mean to “win”? And why does one person win while another loses?
The answer lies in defining your goals. A goal is something you want to achieve. You might say that you want to become a CEO someday. Or maybe you’d like to earn $10 million dollars. Whatever your goal, it must be specific.
If you don’t know where your company is headed, you’ll never know whether you’re heading in the right direction. So, set up a meeting with your management team to discuss your goals. Ask questions such as: How much money do we need to make next quarter? Do we need to increase our market share? Are we doing enough research to determine where our customers are coming from?
Once you’ve defined your goals, it’s time to think about the strategies you’ll use to achieve them. For example, if you want to boost sales, you may decide to focus on creating a better customer experience. Or perhaps you’ll try to improve your product quality.
Whatever the case may be, your content strategy workflow should include some form of planning process. This is because your content needs to connect with your audience, no matter how big or small it is.
Step 2: Run a Content Audit
Content marketing, like many things, requires ongoing maintenance. If you want to make sure that your content is up to par, it pays to take a look at how effective it really is. This is especially true if you’re looking to improve upon something that already works well.
A content audit is one way to do just that. You’ll use it to find out what content is working and what isn’t, and why. It’ll also give you a better idea of how much effort you actually need to put into each piece of content you publish.
You’ll start the process by identifying the goals you’d like to achieve with your content. Then, you’ll gather together a group of people who are knowledgeable about those goals. They’ll review your current content, and ask questions about it. Once you’ve collected enough information, you’ll write down everything you learn.
The next step is to analyze your findings. What does it tell you about your audience? How do they behave online? And most importantly, what does it say about your brand? From there, you can determine whether or not your content is hitting the mark.
Step 3: Research and Ideate
The research and ideation phase is often overlooked during the creation of a content strategy. But it’s one of the most important steps because it helps teams understand how people engage with information online. This understanding enables teams to develop strategies that work best for each audience segment and ultimately help businesses achieve their goals.
In my experience, there are three main reasons why brainstorming sessions don’t turn out well. First, brainstorming sessions tend to focus too much on the mechanics of creating a piece of content rather than on the topic itself. Second, brainstorming sessions usually involve a single person leading the discussion, which makes everyone feel like they aren’t being heard. Finally, brainstorming sessions rarely include enough participation from different members of a team.
Here are some tips on how to make brainstorming sessions productive:
1. Start with a clear goal. Make sure that everyone understands exactly what you want to accomplish. Then ask participants to come prepared with questions about the topic. If you’re looking to generate ideas, start with a keyword gap analysis tool. You’ll find that you can identify gaps in the market that you didn’t know existed.
2. Use visuals. People remember images better than words, so use visual aids to help stimulate creative thought. For example, I once had a client who wanted to write a blog post about the history of the Internet. Rather than just writing about the history of the internet, he used a timeline to show the evolution of technology over time. He gave his readers a sense of context and helped them visualize the progression of technology.
3. Keep it simple. Don’t overwhelm people with too many options. Instead, keep things simple by asking open-ended questions. For example, rather than saying, “What do you think about this topic?” say, “How could we apply this topic to our brand?”
4. Encourage participation. Brainstorming sessions are meant to be collaborative efforts, so encourage interaction among team members. Ask questions such as, “Who else here has been working on a similar project? What did you learn from that process? How can we improve upon what worked for them?”
Step 4: Outline Content
Once you’ve come up with a list of content ideas that your audience wants to see, it’s time to start creating content around those ideas. But where do you even begin? There’s no one-size-fits-all approach here. What works well for one site might not work for another. So what are some ways to go about developing your content strategy? Let’s take a look.
Step 1: Brainstorming
The first step in writing great content is brainstorming. This includes coming up with a list of topics that you’d like to cover, along with subtopics within each topic. If you don’t already have a strong idea of what your site needs to address, you can use tools such as BuzzSumo, Ahrefs, or Moz to find potential topics.
You could also ask yourself questions like “What topics would my readers most enjoy?” or “Which topics tend to generate the most traffic?” These questions can help you identify topics that aren’t being covered enough on your site.
Step 2: Research
Now that you have a list of topics, you’ll need to research them thoroughly. Start by searching for relevant terms on Google, Bing, and Yahoo. Look for blogs, forums, industry news articles, and social media posts written about the topic. Read the comments section to learn what people think about the topic. And don’t forget to check out related searches.
If you’re struggling to find information about a particular topic, try asking someone else who knows something about it. They might be able to give you suggestions or resources to explore.
Step 5: Create and Optimize Content
The outline portion of your content strategy is complete. You’ve got a clear idea about what types of pieces you want to produce, where you’re going to publish them, and even how you’ll promote them once they’re published. Now, it’s time to focus on optimizing the content you’ve written. This process involves bending your content’s tone of speech, originality, and competitive edge to match the needs of your audience.
#6: Developing a Content Marketing Plan
Now that you know what type of content you want to create, it’s time to develop a plan for distributing it. What strategies do you intend to employ? How long will each piece run? And most importantly, how will you measure success? These questions help determine whether your content marketing efforts are successful or not.
#7: Creating Content
Once you’ve determined the best way to distribute your content, it’s time to actually write some content. But writing isn’t just about putting words together; it’s also about crafting compelling headlines, subheads, images, and videos. If you’re having trouble coming up with ideas, try brainstorming with your team members or turning to social media.
#8: Promoting Your Content
After you’ve completed your content, it’s now time to start promoting it. This includes sharing it across multiple channels, including Facebook, Twitter, LinkedIn, Instagram, Pinterest, and YouTube.
Step 6: Publish and Promote Content
The world’s best content doesn’t mean much if the right audience isn’t seeing it. In fact, you might even lose potential customers because they never hear about your great products or services. To make sure your content gets seen, you must target your audience. This includes understanding what type of content works best for each channel and what audiences respond well to.
Targeting your audience should be part of your content strategy workflow. Your audience could change depending on your industry, company cultures, ages of businesses, and goals. If you want to reach a younger demographic, you may choose to use Facebook ads. For older companies, LinkedIn may be better suited.
Once you understand your audience, you can begin planning your content strategy workflow. Depending on your industry, your company culture, and your goals, your distribution and promotions may look different for each new project cycle—but there are some common elements.
Publishing and promoting content involves many steps. You’ll likely start by creating content, followed by publishing it. Then, you’ll want to promote it across channels. And finally, you’ll want to track the success of your efforts.
Here are a few actionable ways to publish and promote your recently created content:
1. Use your readers with easy retweet and repost options.
2. Post to social media more often.
Step 7: Measure Results
Content marketing ROI helps you gain insight into how well your efforts are paying off. If you’re looking to increase the effectiveness of your content marketing, here are some ways to track your progress.
Step 8: Refine the Process and Begin Again
The process of creating a solid content strategy workflow isn’t one that you want to do over and over again. Instead, it’s important to keep refining the steps and taking note of the successes and failures along the way. This allows you to make small adjustments to your approach while still keeping the core elements intact.
For example, let’s say you are trying to figure out how to write effective blog posts. You start off by writing about a topic that you know well, such as your industry, your niche, or even yourself. But then you realize that there are some topics that you don’t really understand, so you decide to try something else. Next thing you know, you’ve written three blog posts about the same topic — and none of them have been very successful.
In this case, you could simply stop doing what didn’t work and move on to another tactic. Or, you could go back to the drawing board and think about why certain things didn’t pan out. Maybe you weren’t clear enough in your messaging, or maybe you just didn’t offer enough value to readers. Whatever the reason, you now have information that you can use to refine your next plan of attack.
You can apply the same principle to most aspects of your content marketing strategy, including choosing the best formats for your content, deciding whether to focus on long form or short form content, and determining where to publish your content. If you notice that a particular piece of content doesn’t perform as expected, ask yourself why. Is it because the audience wasn’t interested in the content? Was the copy too complicated? Were you not offering enough value? Then, you can adjust your content creation process accordingly.
Start Outlining an Effective Content Workflow Today
Whether you’re a brand new marketer or someone who’s been doing it for decades, there’s no doubt that content marketing is one of the most important aspects of running a modern online business. But how do you know what works best? How do you make sure your efforts aren’t wasted? And how do you ensure your content aligns with your overall goals?
In this article, we’ll look at some of the key questions you need to ask yourself before embarking on a content journey and outline a step-by-step approach to creating a content marketing workflow that helps you achieve success.