“High-quality content is essential for marketers who want to see their website traffic soar.”
This is a statement frequently used by popular bloggers discussing content creation.
While it’s easy to talk about, putting it into practice is a whole different challenge. The question is how to build a well-structured content workflow to see tangible results.
Those who still doubt what an impact content marketing has can look at the stats. The global content marketing industry revenue reached $63 billion in 2022. Moreover, it is expected to grow to $72 billion this year and up to $107 billion in 2026.
So, as the demand for quality content continues growing, understanding your content creation process is crucial. This article will unveil strategies to optimize your workflows.
We will also explain how to use AI platforms like Vocable to make it easy to organize the entire workflow and reach your marketing goals.
Workflows for Content: What Are They?
Content workflow is a systematic process that features the entire content creation journey. It serves as a core pillar from the planning stage to sharing content with the target audience.
The content workflow depends on the project type. For example, video scripts require a workflow different from a social media post.
However, to have top-notch pieces, the content managers need to:
- Make the content creation consistent
- Meet deadlines and have realistic roadmaps
- Ensure collaboration among team members
- Utilize collaborative tools and platforms to enhance communication
- Stay informed about industry trends
If these steps are followed, the content workflow will be organized to guarantee results. Content strategy workflows enhance collaboration between writers, editors, and content marketers by providing structure and order to the creative chaos. Therefore, it’s critical to have a roadmap for any party involved to transform an idea into a polished piece.
Importance of Content Workflow
Whether you are creating a blog or a social media post, it’s crucial for people involved to understand their role at all stages of the process.
First, content management workflow is important for enhancing efficiency. When a content manager has a clear sequence of steps, it helps reduce time wastage and optimize resource allocation. Moreover, the defined workflow requires establishing clear guidelines for the entire process, including:
- Content creation
- Editing
- Revision
- Creation of visuals
Why does consistency matter? It has a positive effect on your brand strategy and also contributes to better search engine rankings and improving online visibility.
Beyond internal benefits, content workflow fosters audience trust and loyalty and enhances user engagement. An optimized workflow ensures you are more responsive to market trends and audience feedback. As a result, the marketer stays agile and relevant when content is delivered consistently and promptly.
Sometimes, even seemingly minor mistakes can have a huge negative impact. When the workflow is managed properly, the risk of errors is minimized. And remember that a number one goal is to have a high-quality piece to market your product or service.
Task vs. Status-based Content Creation Workflows: A Comparison
Content creation requires a strategic approach that takes into account various factors. First, the manager has to consider the type of team he/she is dealing with. Not all teams need the same work pace, and the content marketer can choose between task-based and status-based workflows.
The difference between these two concepts lies in the styles of teamwork and the experience of your staff. Opting for a task-based model means focusing on individual jobs and breaking the work into smaller tasks. Meanwhile, the status-based approach is about keeping track of the work at various stages when a detailed description of all tasks is not obligatory.
Let’s compare two methods to understand the pros, cons, and scenarios where each methodology shines.
Status-based Workflow
This approach to content creation centers around tracking and monitoring progress at different stages. The main goal is to understand the status of each piece of content from an idea to publishing.
When dealing with this approach, the key is to identify your team roles. The marketer must categorize content into the stages:
- Idea
- Creation
- Review
- Publication
In this case, the content marketers’ workflow requires effective communication within the team, where everyone knows what his/her role is. It’s crucial to enable team members to stay informed about the progress of various content pieces.
When does this model work?
- If there is an experienced team where writers and editors do not have to be briefed on every stage of content-making.
- When the team has clear guidelines and an understanding of the project timelines and priorities.
- The same workflow can be used for various pieces, e.g., blogs, landing pages, and videos.
Focusing on the current status, this model is instrumental in meeting project deadlines and achieving efficiency with experienced staff and a clear roadmap.
Task-Based Workflow
Unlike status-based workflows, this model breaks down content creation into more detailed assignments. Each task here contributes to the overall creation, from the idea to editing and publishing.
This approach implies everyone has a clear idea of what to do based on the detailed guidelines. It is working in the case of new teams not experienced in working on a particular project.
Another benefit of task-based workflows is they can be applied when working with the remote team. Such teams, especially when they include newly hired members, have to adapt and need more time. This is the case when the content workflow software can help make joining the team smoothly.
For example, for a blog post creation, individual tasks may include:
- Keyword research
- Drawing an outline
- Creation of infographics, visuals
- Proofreading content
This method ensures a clear and structured path for content creators, making managing and prioritizing the task easier. In addition, this approach affects accountability as team members are responsible for completing the assigned tasks, and everyone simultaneously works on components of the content.
Content Marketing Workflow: Simple Templates
AI helps in writing content. However, it is not about copy-pasting the texts generated by AI that most likely will be rejected by your customer.
One must use the AI tools wisely to simplify the entire workflow and make the marketing processes efficient. Vocable is a tool with user-friendly templates that empowers the team to create content without any hustle.
Vocable features templates for every marketer, from articles to press releases and email campaigns. For example, the press release template is also categorized into templates for product launches, mergers and acquisitions, or rebranding announcements.
The templates are designed to guide the content manager from concept to publication. While generating the draft, a user gets grammar suggestions and style improvements. Most importantly, the content writer is not working alone. The platform creates a friendly environment for the whole team to collaborate and share ideas.
A Content Management Workflow’s 3 Essential Parts
A strategic approach to the content management workflow maximizes the value and efficiency of the content.
As seen by statistics, the content really matters for the companies. The recent data shared by the Content Marketing Institute shows that 71% of content marketers believe content marketing has become more important to their organization.
So, as businesses recognize the role of content in engaging audiences, let’s understand the key components of the workflow.
Overall, the so-called content lifecycle spans from the strategy phase to publishing and analysis. However, there are three essential stages that we will consider.
Content Creation
This stage stands at the forefront of the content marketing workflow and features several crucial phases. Of course, they can depend on the type of content and the workflow adopted by a particular company. In the case of small companies with limited resources, one person can oversee several functions. Let’s consider the main steps hiding behind the content creation concept.
- First, it is a strategy stage when the marketing team outlines a clear vision and objectives aligning with the marketing goals. This also includes market research and audience analysis, creating a roadmap to plan the content and ensure it is relevant to the target audience.
- Now, it comes to keyword research used to optimize content for search engines.
- The next step is an outline for a content writer that includes keywords, titles, subtitles, and other useful information (this works for a task-focused workflow model).
- Assigning tasks is a crucial phase. Here, a content manager has to ensure that each team member is selected properly to use their expertise for various elements of content creation.
- Reviewing and editing come next.
The good news is our user-friendly task management toolset, including AI-based instruments, facilitate all the processes. Use our professional dashboard to delegate new tasks, assign briefs, or schedule content with a calendar.
Publication and Distribution of Content
It’s time for publishing once you pass through the review and editing stages. This phase of the content lifecycle is a bridge between the creator and the audience. Therefore, before doing so, the content manager must check and review all metadata, images, and components to minimize the risk of something going wrong.
During the first strategy adoption stage, the marketer has to determine the frequency of publishing a certain type of content, and it’s much easier to use content planner tools not to ensure consistency.
Depending on the company’s marketing strategy, content is being distributed across different platforms. Diversification across distribution channels is key for raising brand awareness and staying competitive. Posts on social media platforms, infographics, or videos enhance content visibility and draw engagement.
When it comes to distribution, content creators rely on:
- Organic channels like websites, social media profiles (Facebook, LinkedIn, YouTube, etc.), or blogs on other online publishing platforms like Medium.
- Earned channels when bloggers and customers share or tag content for free.
- Paid channels that provide distribution through platforms like Google Ads or sponsored content on social media, targeting exposure to specific demographics and expanding reach.
Content Maintenance and Analysis
This post-publishing phase is crucial for the content’s relevance and alignment with the audience’s needs. Maintenance involves periodic updates to keep information current, addressing industry trends or technology changes.
The maintenance phase assumes creating a roadmap for updating, deleting, or archiving content. Not all content is evergreen and can stay on the website forever, and sometimes, it is outdated because it’s no longer relevant. For example, this can refer to a product update or already irrelevant industry news. In this case, the content piece can be archived.
However, do not hurry to delete or archive it since some points can still be valuable for the audience.
The other important phase in the content creation workflow is analysis with tools like Google Analytics to track page views, bounce, and conversion rates. Social media monitoring also contributes to understanding how content resonates with the audience. Of course, the metrics are important, but the analysis extends far beyond and features quality factors like audience feedback.
Best Practices in Effective Content Marketing Workflow
The report conducted by the Content Marketing Institute says that 40% of content marketers have a documented strategy. In fact, it’s crucial not to make content for the sake of content but to define a clear goal.
Maintain Consistency
A number one rule in content marketing is to be consistent, which will:
- Increase brand awareness
- Lead to higher ROI
- Forge strong relationships with customers/readers
It’s essential to understand and segment your target audience. This would require studying analytics to gather insights and tailor your content to meet the specific needs of diverse audiences.
Diversify Channels and Formats
A comprehensive content strategy acts as a guiding force, and here, the marketer should diversify distribution channels and various content formats. For example, using more visuals, infographics, and video content generates more leads.
It’s easier to achieve consistency in content marketing with the help of a content calendar to plan and schedule the copies. This is a great way to reduce the risk of inconsistency and last-minute rushes and enhances communication within the team. This scenario is when tools like project management software or content marketing AI instruments can help.
Optimize and Analyze
Optimize content for both SEO and user engagement as well-optimized pieces not only attract search engines but also keep the audience hooked.
One of the crucial steps in content marketing is to measure performance. Track key metrics such as conversion rates, page views, CTR, and social media engagement to enhance and adjust the strategy.
Frequent Issues in Content Management
What can stand in your way if you want to create compelling content? Marketers may face difficulties unless they have a clear strategy and goals. The failure to set clear objectives may result in ineffective messaging that leads to losing engagement and interest in your website.
Of course, it’s essential to think about the quality of the content – the goal that is impossible to reach without clearly defined guidelines. When it comes to the style, accuracy, and tone of voice, they have to be consistent.
The systematic approach to the entire content creation workflow also includes proper planning and scheduling. What the marketer needs is a posting calendar that is not only a scheduling tool but a means of communication.
Meanwhile, miscommunication between the teams and a lack of centralized platforms can hinder the smooth content creation process. The same goes for ineffective content distribution that can limit the reach even if you have a polished piece.
In general, all mentioned failures arise due to the lack of strategy. Let’s consider a scenario where a team is promoting a new product.
No strategy means:
- Certain team members may focus on highlighting product features, others on its affordability.
- Inconsistency in messaging leads to miscommunication.
- A lack of understanding within the team means someone may not meet the deadlines and cannot distribute content according to the schedule.
Strategic Content Planning
A professional platform for AI-powered content development like Vocable can help address these challenges.
Its functionality enables marketers to be consistent with their strategy and goals. Its user-friendly dashboard shows all teams in one place, allowing them to navigate between tasks and minimize collaboration breakdowns.
Most importantly, it presents a comprehensive platform that guides marketers from the ideation stage to SEO optimization and publishing. The features also include outline generation, readability scores, plagiarism checks, and other tricks the content marketers always use.
Key Findings
A well-structured content workflow is a magic wand for content creators. Efficient workflows contribute to meeting deadlines, consistency, and seamless collaboration within a team. Vocable, as an AI-powered platform with tools offering templates and collaborative instruments, helps marketers during the entire content lifecycle.
Try Vocable for free to reinforce your brand’s unique voice, or simply do keyword research using built-in AI algorithms. The platform will address common content management challenges with its comprehensive tool kit, from brainstorming ideas to content scheduling.
