Every person or team works a little differently, but it can also be helpful to see how other people and teams structure their “content flow” (or process for producing and publishing content for their brand) if yours is feeling a little stale or you’re just starting out and have no idea where to begin.
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Start with your goals
And not just content goals, but larger goals for your brand. What goals has your brand set for this year, this quarter? For a specific campaign? How is content going to help reach them? How will your social strategy compliment this?
Be sure you have clear answers and a measurement system for reporting on how content performed.
Draw up a calendar
Content calendars are important; they let the team know when things are due, they let other departments know where there’s room for other project asks, and they can help keep track of changes in content trends and more over time.
Whenever you’re drawing one up based on the goals you’ve set and how content is going to help them, be sure you’re leaving room for flexibility (life happens, after all) and new ideas as they come along.
Reviewing the past few weeks or months of topics and the metrics on how they performed, you might come up with new ideas to slot in later in the year.
You also want to leave space for those experiments we’re always harping on about.
Write up your posts
It helps to have a system for outlining posts before you begin drafting them. Our Social Media Manager likes to have a separate doc for outlining posts before she drops those outlines into WordPress to expand as drafts.
Bigger projects like whitepapers can be collaborated on in Google Docs before being transferred to other programs for drafting.
When it comes to the first draft of any post or writing project, just get it done. Don’t worry about being perfect; that comes in the next stage.
This is not the step you ever want to skip when it comes to content creation. Sloppy or non-existent editing can make your brand look unprofessional at best and cause a PR crisis at worst if you happen to have inadvertently written something offensive.
Edit at least twice; sometimes immediately after drafting a post and definitely before publishing.
If you can get a second set of eyes to edit, that’s even better. If you have a small team and/or limited resources at least call in a second pair of eyes for bigger or more consequential product writing or campaigns.