Content workflow.
Content doesn’t create itself, even if you do have machines to help. It has a process to follow, just like everything else. The more content you create, the more it will take to manage it.
So you need new content? Have you fully understood why? How this new content will help achieve your aims, your purpose and revenue? It’s not that you shouldn’t be creating new content, but when you do it should be a considered process. Not created on a whim because you can.
Gone are the days of churning out content willy-nilly. Publishing pages because you could: who’s going to stop you anyway? Content should follow a workflow. This starts from its commissioning until its archiving; not, like many believe, up to the moment it’s published!
Making content publicly available doesn’t end your responsibility; it’s just the beginning. All the while content is available, you’re communicating to an audience. What are you saying? Is it correct? Or is it out of date?
People.
How these roles are assigned is open to interpretation. Ideally, two separate people, whether both in-house or working externally, would handle one each. This way content is properly considered and checked and isn’t left to one person. However, this may not always be practical for your circumstances.
Content Editor
A Content Editor managers your content by overseeing the process from start to finish. They commission new content, assign someone to create it, set deadlines, approve it before publication, give it a home and hierarchy amongst the structure, monitor its success and decide when it's time to archive it from view.Content Producer
A Content Producer creates content. This can be text, audio, images or video - depending upon what's needed and the level of skills the Producer has. They may work with other collaborators to compile content - experts, specialists. Each time they work to set deadlines and style requirements.
Process.
1. Commission
Aims
Content doesn't create itself. It needs commissioning to appear. But why do you need new content? What is its purpose? Assure yourself of any aims before you continue. It should be for the Content Editor to commission new content.Cost
How much will it cost to produce a new piece of content? Is it only a writer's time, or are photographs needed, audio and video? Plus, how much effort is involved in maintaining this content in future? Will or require frequent updates? Is it taking up large amounts of server space and costing on bandwidth? The Editor should work out content costings.2. Create
Personnel
Decide who is going to create your new content. Which Producer has the skills needed and time required to do the job? If they're freelance, are their services within budget? An Editor should award the work to the correct person.Timescale & Deadline
When do you need this new content to be created by? Is it required to coincide with other work - either online or offline? Plus, what is a realistic time for this content to be created? Can someone physically produce the material in the allotted time?3. Approve
Revision
Check any new content produced. Make sure all the information is correct; including any facts, figures and dates. New content should be adapted suitably and use the appropriate platform(s) to get the best results. Don't be afraid to revise and reject content that doesn't meet standards.Styles & Standards
New content should be written to suit your in-house styles. It should use the correct language and tone, be adapted suitably for the platform and pass any search and other optimisation requirements.4. Publish
Dates & Times
Decide when to publish any new content. It may be it can 'go live' any the nearest date possible, or it might be better to tie in with a related event or occasion. Plan it using your editorial calendar.Position & Prominence
Know where you intent to publish this new content to. Which platform(s) are you using - website, email newsletter, social media profile? Will it appear on one or many? Plus, should it 'highlighted' on, say, a homepage for any amount of time? If so, when?5. Manage
Accuracy
You've checked it for errors, so naturally, the moment you publish your content it's accurate. However, how long will it remain so? Are there specific dates mentioned of events or activities occurring? What about fees and prices? Managing your content means keeping across pages when they're published as well as when they're being created.Archive & Deletion
Once your content has served its purpose, it needs to be either archived or deleted. Remaining published and sending inaccurate messages isn't helpful. So, you may opt to archive it by denoting somewhere it is 'old' and isn't being updated, but has remained published for helpful reference. However, if this isn't appropriate, you may opt to delete it. In this case, make sure any of your referring links are altered and you give a clear message for anyone else who may have bookmarked it.Calendar.
For Content Editors, an editorial calendar is a must. It helps to keep on top of everyone and everything. The process of commissioning and creating content can easily get out of hand if you let it. Know precisely what’s happening by plotting it all in a calendar.
Commissioning
Note all new content being commissioned.- Content Title
- Producer's name
- Production Deadline
Deadlines
Note when content is due for completion (copy deadline) and when it is due to be published (publication deadline). Leave enough time between the two to reject and approve content to make sure it is to standard.Platforms
Note which platforms the content will be published to.- List all your active channels
- Assign a different colour to each
- Plot actions against each one on your calendar
- Assign a producer to each one
