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    It’s time to change your content marketing workflow

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    2. Digital Marketing
    3. It’s time to change your content marketing workflow
    Thumbnail for 23932

    Think, write, design.
    Copy, paste, send, receive, call, chat, approve, feedback, edit, call, chat,
    copy, paste, click-click.

    Only the first three
    of the above activities — think, write, design – belong on a content
    marketer’s daily to-do list. This is what we should be spending our time on. Everything
    else takes up our workdays, evenings, and sometimes weekends. Why does that
    happen? First, we’ll convince you that your current workflow isn’t the way it
    has to be, and it definitely doesn’t come with the territory.

    When asked, “What does
    your current workflow look like?”, content marketers we talked to had similar
    replies. “We brainstorm in a meeting, create a spreadsheet, send briefs to the
    designer in an email, get the assets in a folder, put together the work in a
    presentation, send it to internal stakeholders through email and chats, get
    feedback within the threads, implement the feedback in spreadsheets, copy-paste
    the content in the final environment, and publish.”

    It’s not working

    We can make do with this workflow, but it’s extremely hard work. We’re always rushing, but 60% of our projects still get delayed, our recent research discovered. We’re always innovating, but we found that 70% of brands and agencies still communicate through emails and showcase work in generic documents. We lose information, miscommunicate, and publish work that falls short. All these flaws in the way we work add up to creative professionals sorting emails and formatting spreadsheets rather than strategizing on new opportunities. These are not theoretical conclusions but the result of thorough research that revealed only 7% of marketers are truly happy with the way their team works.

    Better workflows

    From brainstorming
    strategic approaches to hitting that publish button, we need clear guidelines.
    The hows, the whos, and the whats need to be decided, mapped, and followed to
    unlock serious productivity. We have to leverage new opportunities to stay ahead.
    Do we have the bandwidth to take them on? Right now, we don’t. With new
    processes, we will.

    Learn how

    Raising standards in content collaboration and creative workflows begins with awareness and the deployment of technological resources that can help every content marketer out there produce better work. This is the founding premise for Planable’s Upgrade Your Content Marketing OS Academy. Planable has been around for over two years and has helped 5,000+ teams take their workflow to the next level. Planable’s collaboration software helps build seamless workflows, increases productivity and shifts the content marketers’ focus to what matters. By making it easy for teams to create, approve, schedule, and publish their content, Planable helps content teams take the first step toward real change.

    In looking to raise global standards in content marketing, Planable decided to share its knowledge by offering free video courses on content marketing workflows. Key industry experts contribute advice to help teams upgrade the way they work. The free courses consists of six chapters, all video. Xenia, Planable’s CEO, and the Academy lead, is joined by 20 rock star guests who are on the frontlines of content creation and workflow management. Marketers will discover insights from marketing experts such as Mitch Joel, Alex Khan, Josh Fechter, Oliver Yonchev and Emma Lyskava from Social Chain; Somi Arian and Tim Soulo from Ahrefs, and many more.

    Five things you’ll learn when you enroll in the Academy:

    1. Great content wasn’t built in a day.

    Great content can only
    be achieved with careful planning and research. The first part of the course
    dives deep into proper planning. Marketers will learn how to define their
    content goals and assign their resources. Understanding their audience takes
    time, but it is an essential part of the process of building relevant, engaging
    content.

    The more you know about
    what you want to create and who will consume your content, the better. However,
    don’t overlook collecting information for each piece of content. Courtney
    Cormier, Content Marketing Manager at CPAP.com, encourages marketers to first
    consume content before creating content.

    2. The right approval process will not slow you down; it will make you stronger.

    “It’s really about
    understanding the constant communication loop between the client and the
    customer,”
    states Alex Khan, CEO of Attractive Media.

    The way marketers showcase work to their stakeholders
    is essential to the process. Anyone who reviews and approves content should
    visualize the work as it will look like live. Such details contribute to a
    stable line of communication, which will undeniably impact the relevancy of the
    feedback.

    Another key point addressed in the course is the tendency to blame this stage for delays. It doesn’t have to. The right approval process will ensure brand consistency, help the team align, act as a safety mechanism and unite everybody around the content.

    3. It takes more than two to tango in a publishing flow.

    Once marketing teams get approval, it’s time to publish the
    content. If publishing processes aren’t defined in time and there’s no
    coordination, the project usually gets delayed — resulting in chaos.

    When we’re ready to hit the publish button, last
    minute details come up. How many of these sound familiar? “We didn’t write the
    copy for social.” “We don’t have the image for the featured post.” “Alt texts.”
    “Meta descriptions.”

    Teams can eliminate
    these last-minute roadblocks by keeping the following questions in mind:

    • What is needed? For example, videos need subtitles, articles need website uploading, imagery, maybe UTMs. Meta descriptions, author information, headshots, platform access, etc.
    • Who is involved? Do you have a publisher? Does the content creator also publish the piece? Does the SEO team give input here?
    • How do you align all the people? To make everybody involved and aware of their tasks, create a system that will work for your content every time.

    4. Spread the word and clicks will follow.

    “Brands are looking for
    unique ways to reach unique audiences,”
    says
    Academy guest Mitch Joel, founder of Six Pixels Group.

    Many marketing teams
    consider hitting that publish button the finish line. But that’s only one lap
    of the race. After publishing, we have to spread the word. Our audience’s feeds
    get noisy and standing out becomes more difficult.

    To distribute your
    content, you need more than a mass email asking people to share. Focus on
    creative assets, proper repurposing calendars and clear distribution channels.
    These efforts to have everything in place shouldn’t start after the
    content is live. They must be part of the initial plan to accurately estimate
    your content’s potential.

    Marketers should be
    aware of how many forms their content can take. The insights you produce will
    fit one initial format: a video, blog post, or an infographic. Regardless of
    the way it’s first illustrated, it can then be transformed into alternative
    pieces of content to be distributed.

    5. Tool up your team to get the best results.

    Technology serves as the foundation for anything you want to
    build, and it should be at the heart of your team’s efforts. The Academy drills
    down on exactly how technology can move things forward and achieve efficiency
    and alignment. From automation fighting burnout, to built-in visibility
    preventing a PR crisis, the right tools should be the glue that holds
    everything together.

    If you’re ready to dive deep into every step of the modern content workflow, check out how Planable Academy can help your team. Enroll for free.

    The post It’s time to change your content marketing workflow appeared first on Marketing Land.

    From our sponsors: It’s time to change your content marketing workflow

    Posted on 6th November 2019Digital Marketing
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