Connect with us

MARKETING

5 Steps To Build a Content Operations Workflow

Published

on

5 Steps To Build a Content Operations Workflow

For smooth content marketing operations, your team members must have a clear workflow and the right process to make their work manageable.

Workflow is your set of tasks in sequential order to produce a content asset. Process is how your team executes those tasks efficiently and consistently. Together, they help team members understand their responsibilities, how to complete them, and how their work will be routed to the next step.

Detailing workflows and processes helps team members understand their responsibilities, how to complete them, and what happens next, says @joderama via @CMIContent. Click To Tweet

This streamlined, five-step approach can help you map the workflow for any content format and build it into an executable process. The templates and examples can further help you complete each step.

Step 1: Audit your content formats

Create a template with these columns – content format, primary delivery platform, other delivery platforms, and special circumstances that might exist as part of your content marketing plan. Then, fill out the template with all the content formats your team produces:

Advertisement
  • Content format: Do you create articles? E-books? Live presentations? Webinars? Visual content? List every format your team regularly produces.
  • Primary delivery platform: Where does each format get published or shared first?
  • Additional distribution platforms: Does this content format appear on other channels? (These answers help surface tasks to add to the process for that content format. It also accounts for post-publishing steps to provide a consistent multiplatform experience.
  • Special circumstances and variations: Are some e-books gated for lead gen but not others? Are videos added to your newsletters only when you have an event or special offer? Any variations that require extra steps should be noted.

TIP: If you realize a content format is used significantly in multiple ways, break them into separate listings on the spreadsheet. For example, videos might be listed as Video – YouTube and Video – Instagram Stories.

At this point, focus only on the high-level tasks in your workflow. No need to think about the finer details like who creates the content, who needs to approve it, design features, etc., just yet.

Detailing workflows and processes helps team members understand their responsibilities, how to complete them, and what happens next, says @joderama via @CMIContent. Click To Tweet

Here’s an example of how a completed template might look:

Content Format Primary Delivery Platform Additional Distribution Platforms Special Circumstances/Variations
Editorial article Website (Blog) · Newsletter

· LinkedIn profile    page/group

· Social media

Advertisement
· Sponsored posts

· Crowdsourced posts

· Example collections

· Republished posts

 

Newsletter Email
E-book Website (Resources page) · Email campaigns
Advertisement

· Editorial article

· Sponsored         landing page

· Gated for lead gen

· Sponsored e-books

 

 

Advertisement
Video (livestream) Instagram · Facebook

· Twitter

 

 

 

· Created with influencers
Video (scripted) YouTube · Website blog
Advertisement

· Event microsite

· Website video page

· Sponsored webinars
Social media post LinkedIn · Facebook

· Twitter

· Instagram

Live presentation In-person event · Blog posts
Advertisement

· Virtual event

· Video snippets on social media

Use this framework to start the list of required tasks, mapping as workflows and building them into a unified process.

Step 2: List all tasks for each format

Next, you should list all the tasks needed to produce one content format for one primary platform.

You may want to start with the format produced most frequently or the one most critical to your content goals. Alternately, you may select your most complex asset – one that involves multiple teams or many extra steps to produce and distribute. You’ll see why in a minute.

Don’t worry about putting the tasks in order yet. Just list as they come to mind. For example, an “editorial article” might include this task list:

  • Determine topic.
  • Schedule for publication on the blog.
  • Edit submitted copy.
  • Load copy and images to CMS.
  • Format content for layout.
  • Send edited copy to author for revisions/approval.
  • Request sales/marketing feedback on topic.
  • Send links/assets to contact person for the daily email.
  • Design and develop images.
  • Gather author bio info/assets.
  • Brainstorm specific story angle.
  • Interview subject matter expert(s).
  • Assign author to write copy.
  • Proof and approve the final layout.

Some of these tasks have multiple sub-steps. For example, formatting the article could involve importing and resizing images, adding hyperlinks, setting category tags, etc. But for this exercise, stick to broad task categories.


ADVERTISEMENT1659622118 458 40 Mistakes Derailing Your Content Team and How To

How To Create a Brand Management Strategy That Keeps Your Messaging Strong

There’s no room for missteps in the world of brand management. This e-book will show you the seven most common causes of brand inconsistency, and how to keep your messaging strong in today’s challenging landscape. Download the e-book now.


Step 3: Organize tasks by production stage

Next, organize the tasks into pre-production, production, and post-production stages in sequential order like the one shown below. This step allows you to map a seamless workflow (step four).

Advertisement
Stage of Content Format (editorial article) Task To Do
Pre-production stage Determine the topic.
Brainstorm angle.
Identify sources/subject matter experts.
Request sales/marketing feedback on the topic and approach.
Assign a writer.
Identify governance requirements.
Create/gather author bio info/assets.
Production stage Write content/receive author submission.
Edit/revise copy for style and substance.
Design/develop images.
Send a final copy to the author/stakeholders for approval.
Load/format copy and images for layout.
Set metadata details.
Proof and approve the final layout.
Post-production stage Schedule for publication on the blog.
  Publish content, including metadata.
Send content to [contact] for email alert/newsletter
Share links/assets with [contact] for additional promotion, repurposing, distribution according to content plan.
Collect metrics data and generate reports.
Share data with stakeholders to inform potential adjustments or future content plans.

Note these details to help organize your tasks in logical order:

  • Which tasks must happen before others can start?
  • Which tasks can happen concurrently?
  • How should each task be noted as completed and ready for the next task?

TIP: Your processes must account for standards and requirements set at the enterprise level or that contribute to other organizational functions. For example, you may need to align your content ideas with your brand’s governance or set metadata details according to your enterprise SEO strategy.

If you’re unsure what these tasks are, this is the time to find out. It makes your work harder if you need to plug in missed steps or reorganize your tasks later.

Step 4: Assign roles and map how work will flow among them

From here, you add a column to the chart for roles and detail who is responsible for each track. With this information, you can create a map showing how production efforts flow from one role to the next.

The first part is relatively easy, especially if you have a small, centralized content marketing team and clearly outlined roles. For collaborative tasks, include all roles. In this example, I slotted in some pre-production roles as a guide.

Stage of Content Format (editorial article) Task To Do Roles
Pre-production stage Determine the topic. Team leader
Brainstorm angle. Team leader

Managing editor

Advertisement
Identify sources/subject matter experts. Managing editor
Story editor
Staff writers
Request sales/marketing feedback on the topic and approach. Managing editor
Assign a writer. Managing editor
Identify governance requirements. Managing editor
Create/gather author bio info/assets. Copy editor
Production stage Write content/receive author submission.
Edit/revise copy for style and substance.
Design/develop images.
Send a final copy to the author/stakeholders for approval.
Load/format copy and images for layout.
Set metadata details.
Proof and approve the final layout.
Post-production stage Schedule for publication on the blog.
  Publish content, including metadata.
Send content to [contact] for email alert/newsletter
Share links/assets with [contact] for additional promotion, repurposing, distribution according to content plan.
Collect metrics data and generate reports.
Share data with stakeholders to inform potential adjustments or future content plans.

Determining roles can be more complicated for larger enterprises or those with shared content responsibilities across multiple departments. But once you slot the content marketing team members, you can see where gaps exist. That will help you identify the right teams to approach for collaborative assistance.

Assign roles to tasks listed in your #content workflow. Then, identify the gaps where collaborative assistance is needed, says @joderama via @CMIContent. Click To Tweet

The chart now provides all the information needed to understand the editorial article format workflow. However, transforming it into a shareable graphic or map could be a helpful addition. It will help stakeholders visualize where their role fits in the production continuum and what still needs to happen.

Step 5: Operationalize and iterate

At this point, you have the tasks and order of operations mapped out for a content format. Now, implement it as a repeatable process. Create a mechanism to track and manage the tasks as they get done and ensure everyone has what they need to do their part.

You can use the detailed dashboards provided in project management tools like Asana or Jira to build a sophisticated system. You can also build customized trackers and checklists using cloud-based work tools like Airtable, Trello, or Monday. But the most straightforward approach may be to copy the information from the templated chart into a shareable Google spreadsheet or Excel document.

For example, the editorial team at CMI uses a multitab tracker similar to the editorial calendar template below. The process for managing scheduled content is tracked on the main tab, while brainstormed ideas and pre-production tasks get their own tabs. Each field is specific to the tasks required for those parts of the process.

Advertisement

1660644933 329 5 Steps To Build a Content Operations Workflow

Earlier, I mentioned you could create a process around one content format, then adapt it for other variations. Here’s how that works:

  • Revisit the original table that notes special circumstances and variations that require extra steps.
  • Walk through the chart denoting the tasks. Identify which tasks are unnecessary and should be deleted and what tasks should be added.
  • Add the roles to the newly added tasks. Using what you just did for editorial articles as a model, you can also build processes for other content types.

You can see why you want dedicated processes for content formats with completely different variations. You also can see why you might want to start with your most complex format. If you focus on a simpler format like livestream videos for Instagram, it will take a lot more work to map out the production tasks for more extensive efforts like e-books.

HANDPICKED RELATED CONTENT:

Build, revise, repeat

Content marketing teams juggle a lot of responsibilities. Why not make it easier by mapping your workflows and building reliable processes to achieve your marketing goals? If you decide to try this shortcut, drop a note in the comments to let me know how it worked – or what you changed to make it work better for your team.

HANDPICKED RELATED CONTENT:

 Register to attend Content Marketing World in Cleveland, Ohio. Use the code BLOG100 to save $100. 

Cover image by Joseph Kalinowski/Content Marketing Institute



Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Trends in Content Localization – Moz

Published

on

Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

How AI Is Redefining Startup GTM Strategy

Published

on

How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

More promotions and more layoffs

Published

on

More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

Advertisement

Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

PX3zocqNZfzMbWNEZhW9dZnAgkdPrLW8fjkrbVrcEkrNJpJiXrVKkjlQ0Tzuj8YKh Ht9HTEvmxDDt0ZsntfYiZHS0NJ7zEZ 6yMT3OjZajbaXBFV1D2Pk5euJeHKdRuzOzM5ZUxwNtsVNaiIbNrd Q

Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

FIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fcFIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fc

Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

Advertisement

Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS