How to improve my content workflow?

What is a content workflow?

Your content workflow is the process that takes a piece of content from its earliest inception to its publication. This includes all the people who contributed to the development of the piece, its editing, and the final version.


What are the characteristics of a good content workflow?

When a workflow is efficient, it will help an organization to complete numerous pieces of high-quality content on a regular basis and experience fewer obstacles that could slow down the process. An efficient workflow is often a sign of digital marketing maturity. Here are a few key characteristics of a quality content workflow:

  • The content production team stretches across specialty lines so that everyone from PR to customer services has the opportunity to submit ideas for content.
  • Everyone involved in the content production process can easily see how a piece of content is progressing and who it will be going to next.
  • It is easy for everyone on the content production team to find and review the latest version of the piece of content.
  • Everyone on the team has a uniform idea about the job the content will perform and the style and tone it will have when it goes to publication.


How do you improve your own content workflow?

Improving your content workflow requires analysis of your process current state and the reduction of repetitive steps to increase efficiency.

First, review your current workflow. You should detail every step in the creation of a piece of content, even steps that may seem insignificant, so that you get an accurate overview. For example, if the editor emails the writer with a question about the third paragraph, you should still include this point in the list.

Examine this overview and look for areas that are very repetitive or otherwise slow down the process. For example, if you are emailing copies of the article to multiple different people, it is likely that everyone involved has several copies of the material downloaded on their computers. This can lead to difficulties with version control and duplicative efforts when editing the document.

When you have identified points in the process that could be improved, devise solutions that address these inefficiencies. For example, if emailing the document is causing multiple versions to exist, consider adopting a cloud-based system, such as Google Docs. This will allow the document to be stored in a single location and everyone can edit and make notes on the same version, which makes it easier to follow the suggestions.

Finally, maintain strong communications between all team members. Create a common editorial calendar that lets everyone review the projects and their status.


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