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Best of the Web: Workflow Management and Processes for Content Marketers

Clayton Stobbs
Director of Account Management


Multiple blogs, a handful of e-newsletters, a robust social media presence, content coming from all directions, a plethora of stakeholders to please—face it, managing content marketing is hard work. There are lots of balls to keep in the air, and without smart and efficient workflow management, those balls can quickly crash to the ground. How can you keep the work flowing and your company happy? The Content Marketing Institute (CMI) has these suggestions:


  • Create a mission statement. First and foremost, you need a clear and publicly displayed mission statement. Why are you engaged in content marketing in the first place? Be sure that everyone in marketing and throughout the company knows who your core audience target is, what you want to deliver to that audience and what your measurable goals are—all in a short but unambiguous statement. Everything else flows from that.

  • Create a team. Start with a chief content officer at the top for strategy and oversight. Then add a managing editor for scheduling, production and execution. Below this level come the content creators—both internal and external—and the producers, who make sure the text and graphics are technically correct. Finally, a “chief listening officer,” who is tasked with monitoring the social media chatter to keep your company abreast of the conversation.

  • Create a calendar. The most important tool is an editorial calendar. Print editors have lived and died by one for as long as publishing has existed. CMI recommends a two-step approach. Step 1 is a monthly calendar with 12 topics or themes for the upcoming year. Step 2 calls for a quarterly calendar broken down into weekly scheduling of specific projects for the next three months.

  • Create checklists. Along with the calendar, maintain templates and checklists to manage workflow. These could include planning spreadsheets, editorial style or HTML parameters, keyword tracking, sales communications and anything else you want to track. 


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