Does this sound like your business?
In the development department, there’s harmony. People work in peace. They meet all deadlines. And they even have time for some music and jokes.
There, everyone’s happy.
Meanwhile, in the content department…
Utter chaos. 😱
Your marketing team can’t meet deadlines. They produce irrelevant content, mostly off-topic. Plus, they’re constantly stuck in the approval process.
Nothing works! Everyone’s on the brink of going nuts.
You try to understand why. How can one department work so well while the other doesn’t?
The short version? Because content marketing isn’t the same anymore. Creating a piece of content requires more than hoping for the best.
In today’s world, you can’t just rub a genie lamp and wish the blog post into existence.
You need to put in more effort. Have better content plans. And maintain a consistent workflow so everyone is on the same page.
In a nutshell? You need a strategic content workflow design.
Table of contents
Why you need a content workflow
Key stages of content workflow
How to build your own content workflow
What is a content workflow?
A content workflow refers to the tasks your content team needs to finish to publish different types of content.
Let’s say you want to create a social media post. First, you hold a brainstorming session to mine ideas for engaging content. Next, you coordinate with your content creators to produce a video or write a catchy text. Once that’s done, you gather feedback and make revisions.
This process, though effective, can often become cumbersome with multiple steps and potential delays.
Here’s where a content marketing workflow comes in. By streamlining these steps into a structured process, you can remove bottlenecks and inefficiencies, making content creation smoother and more efficient.
It’s about following instructions. When you want to put a wardrobe from IKEA together, you look at a manual. Otherwise, your chair will look mighty different from the picture. 😬
No more inaccurate content. No more missed deadlines. Instead, you’ll have more engaged employees and better productivity.
Keep in mind tho, no two content processes look the same but depend a lot on people, tools, and resources. What everyone will do (role assignment) with what tools and when (timeline).
Luckily, we thought of that.
Why you need a content workflow
Your marketing efforts with a content creation workflow:
Flawless. 👌
No matter how big, or complex your project is, a thought-through content workflow makes the content creation process go smoothly.
So, why is this content marketing strategy such a powerhouse? Here are a couple of reasons:
- Tasks are more manageable: You break content creation into smaller chunks and track everything better. Simple!
- Team members have clear roles: A content workflow removes the guesswork from the process.
Your team members will stop asking each other, “What am I doing again?” and getting just a shrug for an answer. Now, they’ll proudly declare, “I take care of design!”
- Publishing schedules are more consistent: Your copywriter looks at the editorial calendar. And can’t find a spot to post the content.
Everything’s booked. 🤷 Oh well.
A content workflow makes sure you publish content pieces on time. Plus, you can track the status of every post. So, nothing slips by you.
- Processes are optimized: Bottlenecks? Blockers? Things of the past. You’ll look back at them and laugh at how innocent you were before a content workflow.
This strategy optimizes your time and resources. The whole process is streamlined. Everybody knows what their role is. How much time they have to complete a project. Everything is clearer!
Plus, it’s easier to identify issues. And avoid getting bogged down with something.
Some people have seen quick improvements after implementing a content workflow. A creative producer and creator implemented a content workflow on TikTok, for example.
So, what do you say? Think it’s worth your time? That’s great!
We’ve already written the next phase of the article. We’re glad it’s being put to good use. 😉
Key stages of content workflow
We’ve talked about lots of things. What content workflow is. Why you need it.
But we didn’t mention what it looks like.
Oops, our bad. But wait, we’ll make it up to you. Let’s talk about the critical stages of a content workflow now.
Stage #1: Ideation and planning
Okay. Pay attention cause this is an important step. You gather your gang in one place.
And you tell them this:
That’s right. The first step of any content creation process is brainstorming. It’s when you come up with content ideas. And decide on how to proceed.
And it’s very, very, very, VERY important. Without it, there’s no workflow. It lays the foundation for success.
Plus, a workflow for video content looks different from a blog post workflow.
An Instagram video needs a script and the content filmed and edited. It’ll probably take more time than other forms of content.
Meanwhile, a blog post requires keyword research, a content writer crafting the text, and maybe a designer to create infographics.
So, think about which content type you want to present to your audience. And start from there.
Stage #2: Content creation
☝️ That right there is your reaction to your ideas coming to life.
What a wonderful feeling! Seeing your brainchild written on paper is one thing. But watching it grow up into a physical thing is another. It’s simply an awesome experience.
So, after the (brain)storm comes the calm. Sort of. Although video production flow is anything but.
This is where you can go nuts with your creativity. With a video, you have to go to the shooting location. Get your raw footage. And then spend hours editing it.
But it’s also vital to consider your brand’s voice. Make it consistent with other posts. Follow your company’s style guide to ensure everything is on track.
Otherwise, you’ll only confuse your target audience.
Stage #3: Editing and approval
You’re proud of your creation. As you should be.
You think it’s perfect the way it is. And it probably is because we believe in you. 😊
You still have to submit your first draft for feedback, though. Any successful content flow has this step. Why?
Because you spend hours writing the text. It’s familiar to you. As a result, you might not see certain glaring mistakes.
But other people can. And they can offer suggestions for improvement. As long as it’s on point and productive.
After feedback, you can apply the changes. So, be open about it.
KNOCK, KNOCK. Someone’s at your door. You open it and surprise!
It’s MarkUp.io! Your friendly neighborhood collaborative tool. Let’s introduce you to it.
With MarkUp.io, you can create great content projects that engage people. And make the approval workflow easier to handle.
First, you need to sign up! Click on the “Sign up” button in the top right corner.
When you’re in, upload your files onto the platform. It can be anything from websites, images, videos, or PDFs.
MarkUp.io isn’t picky; it supports 30 different file types!
Open your document and invite your content marketing team (or other stakeholders) to make revisions.
The best part? You can leave comments with a single click. Anywhere you like.
Sounds too good to be true? Nah. MarkUp.io is very real. And very helpful. It’s a tool that can make sense of group chats, DMs, and emails through features such as sign-offs, pausing comments, and statuses.
With these awesome new capabilities, you can make sense of the different feedback stages and have a clear and transparent process.
The best part? You can try MarkUp today! 😉
Stage #4: Publishing
Let’s look at our to-do list:
- Brainstorming ✅
- Content creation ✅
- Editing and approval ✅
- Publishing
Oh, right. That’s what follows! Almost forgot. But let’s talk a bit about publishing now.
This stage basically requires you to hit that “POST” button. But don’t do it too soon.
If you still have some feedback to resolve, do it before posting. Or if you know someone in your team still needs to leave comments, don’t ignore it.
Make sure everything is in order. And you’ve got the green light to post, aka the final approval.
Only then should you check your content calendar. And schedule the post.
Stage #5: Promotion
It’s promotion time! 🎉
But you can’t post different promotional content types in the same way. They all have needs and quirks that require your attention. So you do it right.
Let’s start with social media content:
- Choose your platform: A post on LinkedIn will look different than one on Instagram. Each platform has its unique style.
So, a one-size-fits-all approach is not the answer here. What you need to focus on is optimization. Customizing the post to look good on each medium. And catching the user’s eye.
- Make it visual: Don’t skimp on visuals. Images get engagement no matter the platform.
You have a capable graphic designer. So, put them to work. Let them create custom graphics for your main posts. People will know who made the content. And what your brand is about.
- Share at the right time: You have effective content. But if you don’t share at the right time, you’ll waste this opportunity.
Your content needs to reach as many people as possible. So you have to know when people are most active. You can then create a posting schedule that makes sure people engage with your content.
Now, let’s see how to promote video content:
- Advertise! If you have a significant budget, you can pay to promote your video through ads.
They’ll appear to the right people. And those interested will surely click on it.
- Reach out to influencers: Simply put, you can use them to bring your content to a huge audience.
Plus, they’re everywhere, in any industry. You probably follow some of them, too!
They’re the perfect medium to promote your new content. All you need to do is send them an email. And ask them to share your video. Or react to it.
- Share it: Simple! Share your video on social media.
You can tease your audience with a few clips from it. Write a blog post about it. Create banners to promote your high-quality content. Or even tweet it.
The options are endless.
Last but not least, let’s talk about promoting a blog post:
- Invest in link building: A blog post works best on search engines. It’s how they compete with others to reach the first page of search responses.
So, a good content strategist knows the value of backlinks. And how it builds credibility. And boosts traffic.
- Use email marketing: Use this tactic to promote your blog. All you need is an email list of leads. A catchy subject that hooks readers. And compelling content.
- Post articles frequently: You can’t just post two good articles and then disappear for three months. You’ll lose the interest of your readers.
So, stay relevant by posting on your blog as often as possible. Show your audience information that’s relevant and adds value to your brand.
Stage #6: Monitoring and analysis
Alright. You’re done with posting. BRING ON THE CHAMPAAAAGNE!!! 🍾
Pat yourself on the back for a very good job. Especially if you followed the rules for creating a successful content workflow design.
You can now relax.
Except you can’t. You need to measure your content’s performance. This requires monitoring certain metrics.
In video marketing’s case, it refers to key metrics like share statistics. View through rate (VTR). Or watch time.
For blog posts? It’s all about pageviews, average time on page, and returning visitors.
How your monitoring and analysis looks depends on the type of content you choose to make.
But what’s the purpose of doing this? That’s a good question.
Analyzing your content’s performance is how you improve. You’ll spot mistakes. Or even find opportunities to engage your audience.
You can use these metrics in your next marketing project. And make it even better.
It’s all about improvement. Speaking of which…
Stage #7: Iterative improvement
You won’t nail content workflow right from the start. Maybe some things won’t work as smoothly as you like. You need to change tactics a couple of times.
That’s fine. Learning from mistakes is how you get better and better.
As humans, we always try to improve something about ourselves.
Change and improvement also apply to any content creation process. But what is iteration?
Iteration refers to repeating the same process over and over again. The goal? To refine your initiatives. And improve a project.
When it comes to content workflows, here are some best practices:
- Establish goals — Make sure everyone understands the goal of the flow. And what the end result is.
- Know your metrics — You need to know what the numbers mean so that you can derive actionable insights from them.
- Test alternatives — See how your content performs through usability testing or A/B testing.
You’re done! But it might be hard to visualize these steps in your head. We can help you out. And put what you’ve learned into action.
So, let’s look at an example.
Content workflow example
Imagine you’re running a trendy e-commerce fashion brand. You offer stylish, affordable clothing to everyone, no matter their age, gender, or location.
But to promote your brand, you need to create content.
In your case, multiple content workflows could fit your needs. For instance, you might publish blog posts with tips on how to dress for fall or create a video showcasing a trendy item. Let’s focus on the video.
So, the first step? Brainstorming and creating a content brief.
Gather your team to come up with ideas for an engaging video. You decide to highlight a unisex long coat. With no need for a professional team, you shoot the video with your phone in a park.
Next, it’s time for editing. Your video editor assembles the footage and makes the necessary tweaks. Once the team reviews and gives feedback, the final video is ready to go.
You choose to publish it on Instagram, and maybe even promote it on Facebook. After finding the optimal time, you hit publish and celebrate your effort.
But don’t stop there. Monitor the video’s performance. It’s doing well overall, but there are some areas for improvement. For example, the brand visibility could be better and viewers had trouble identifying who made the video.
No worries. You’ll make adjustments for future projects.
END SCENE. Good job. 👏
Is everything clearer now? If not, you can also look at examples from other people. Here’s how some content creators handle their content workflow.
Or, you can get a new perspective on crafting a YouTube video. 😉
Let’s focus now on how to build your own content workflow.
How to build your own content workflow
Ready to create new content? Using a content workflow this time, of course. Alright. Uhh, how do you get started?
We’ll help! Here’s how to build a content management workflow:
Step #1: Set clear goals
Nothing begins without a goal.
It’s what you’re trying to accomplish. You can’t just throw random pieces of content at people and expect them to act. They probably won’t know what it is you’re asking them to do.
So, think of what you want out of your content. And what information you want to share with your audience.
Do you want to create brand awareness? Then, you should invest in more product-related content, such as blogs. Or social media posts.
Are you having a promotion? A video might help you get people invested.
It’s all up to you.
Step #2: Identify your audience
Aside from the goals, you also need to identify your audience. Who are you showing your content to?
Is it a younger audience? Or an older demographic?
You should also think about what they like to consume. Are they video people? Or do they like to read how-to guides?
When you get that down, you can start scheduling your content.
Step #3: Build a content calendar
How often do you want your audience to consume your content?
The answer is probably “A lot!” You don’t want to lose their interest. That’s understandable.
But you don’t want to look like this either:
You shouldn’t bombard people’s inboxes with updates three times a day. No one likes that. It’s like you’re an overly attached ex that can’t let go. The only reaction you’ll get is “Ewww…”
And that’s not something you wanna hear.
So, figure out how often you want to send content to your subscribers. It should be a schedule that satisfies both you and your consumers.
For example, you can put out Insta Reels every day. That’s fine. You can publish blog posts twice a week. Or YouTube videos once a week.
Create a content calendar to keep track of everything. Plan your projects in advance. Make sure the process goes smoothly. And launches on time.
Use software such as Trello, Hootsuite, and Google Sheets to automate the publishing.
Step #4: Establish roles and processes
What’s next? Assigning the tasks. Think of who’s going to tackle this project.
It highly depends on the type of content. And whether your team works using a task-based workflow. Or a status-based one.
For instance, producing a blog post won’t require much complexity. All you need is a social media manager to guide the content writers. A proofreader to catch any mistakes. And a designer to make some cute graphics.
In video production, you need a content writer to write the script. A whole filming crew. Senior editors to craft the content. And a project manager to approve the final launch.
There is no right or wrong way to do it. You won’t have a content workflow template you can use to help you with this bit.
Step #5: Document your workflow
Have you heard of SOPs? No, not soap. SOP. Standard operating procedures.
It’s a set of written instructions. The goal is to describe an internal process step-by-step. So people can perform a routine activity the right way.
It maintains consistency. And the content workflow will go more smoothly.
So, documenting your workflow is crucial for clarity. Creating a SOP out of your content workflow ensures everyone knows how to do it. So there are no mistakes or misunderstandings.
You have many project management tools or content management systems to help you with that.
You can use Monday.com, Filestage, or HubSpot to automate your workflow.
And that’s kinda it!
Streamline your content workflow
You made your sensei (US!) proud.
There’s one more lesson for you to learn. How to streamline your feedback process. And collaborate with your peers in a more organized way.
You can only do so with MarkUp.io.
It’s one of the best tools around to collect feedback from people. Everything happens in a single place. It’s super easy to leave a comment. And you can resolve comments as you finish applying them.
Interested? We know you are!
Sign up today to test our product in a 30-day free trial!
