When inundated by content – and who isn’t nowadays - it is easy to get distracted by new ideas. And when new ideas are a dime a dozen, a process for managing content can keep all involved parties – from client to writer – focused.
Clients hire Knowmad to alleviate their marketing workload, or at the very least, not to add to it. Yet producing the best content requires we work collaboratively with the client as they are the content experts, after all. Working according to a process gives us the opportunity to communicate
exactly what the client can expect along the way
and make content generation more efficient.
How to Implement A Content Process
When a client decides to work with Knowmad, we take them through an extensive onboarding process so that we can fully understand their business and their pain points. We refer back to our detailed notes on these topics whenever it is time to develop new content. The marketing strategy and buyer personas gives us context for the industry topics we need to cover.
We develop robust outlines on approved topics that include links to resources, photo concepts, and specify the target audience so that we clearly communicating what we will be writing and for whom. This type of documentation gives the client the opportunity to review the proposed content and sources and provide feedback before we write a first draft. The client is also an invaluable resource when it comes to adding in first-hand experience, so we ask them to fill in the details with personal anecdotes whenever it supports the content.
To hold all of us accountable to the deadlines we set, we often communicate we will post the blog on X date unless we hear otherwise. Without such a process, perfect oftentimes gets in the way of done.
How to Make a Content Process Work
Anywhere you look, you are likely to find a great deal of talk on the subject of aligning sales and marketing. At a digital marketing meeting I recently attended, the presenter noted something I hear all the time: “Sales was not on board.”
What made this realization even worse was that marketing thought sales was on board. They had engaged the Vice-President of Sales from the get-go, and he was fully supportive of the plan. Unfortunately, he never communicated his enthusiasm – or the new plan, for that matter - down through the ranks of salespeople who would be tasked with using the new system.
The moral of the story? If you develop a process to manage content but do not involve the relevant individuals on your team, it will most likely go unused.
While the digital marketing agency is responsible for driving the process, the client and the blog contributors most also have a say in the nuances that will fine-tune the process for their particular account. For instance, Client A may prefer to come up with their own topic ideas, but Client B only wants to review the topic outlines.
Remember too to set aside time to analyze and adjust the process. It will take time and resources to develop the process, so a plan to optimize the process as time moves on will maximize the initial investment. As before, the team – not the higher ups – that will use the process should also be responsible for owning the testing process.
It’s easy to get emotionally invested in the content. A process for managing content helps agencies and clients build trust and work more collaboratively, which will ultimately lead to better content. The more trust we earn and the more efficient the process becomes, the more we accomplish for our clients.