Providing valuable information to the members of your content community creates more reason for engagement. It will also help your content development process. If you take the proper approach with your content production process, the finished product will become more agile and beneficial to the content community.
Everywhere you look there are potential customers with pain points that can be solved by a particular product or service. Being able to communicate your message to the targeted audiences who would best benefit from your offerings is imperative to the success of your company.
Establishing an editorial development process can check and balance your marketing content creation initiatives, which is why upholding accountability within the editorial process is important to the success of your content initiatives. A well-oiled editorial process will start your engine for the race to success.
You may wonder if you need a documented editorial process if you are only blogging once or twice a month. Do you need to stick to the calendar? Do you need to actively update and perfect your editorial process? Do all of the articles listing reasons why it's so important to blog really have the story straight?
Any one company producing only two blog posts per month has dipped their toe in the world of content marketing. But by no means is publishing only two blog posts a month going to generate the noticeable increase in return on investment that blogging 8 to 16 times a month would yield.
The value of a business blog comes as no surprise to most content marketers. Increased traffic, better-qualified leads, and community engagement all point to the success of content marketing and inbound marketing methodology. "Not only do companies that blog generate 55% more web traffic, but 57% of businesses have also won a customer through their blog.” (HubSpot) So, the importance of the blog should be front and center in any organization.
The good news is that it can! Developing and upholding an editorial schedule is imperative to building out a solid business blogging strategy. Developing a way to sustain accountability in the editorial process is essential to enjoying the fruits of content marketing. Accountability will free up wasted time to spend elsewhere. A good thought may be to take your newly freed time and channel it toward your blogging strategy. Boost interactions, and employ some of your newly developed social engagement strategies.
Maintaining a business blog and editorial strategy should become second-nature within your organization. When life happens in your company, it is a good idea to have a solid content production process to help keep people on track and on time.
Organization tools are mainly a matter of preference. You may need to learn by trial and error what tools work best for your business. There are several choices–some of which are part of the Google app suite, some of which are geared directly towards inbound, and some are more old-fashioned pen and paper methods. Keep reading, trying things out, and find what is best for you.
Use Google Tools.
Setting a template in Google Docs will enforce editorial guidelines and consistency across the board of writers, editors, and collaborators.
Working in waves really helps enforce consistency and traceability. Knowing where each document is within the editorial process is important. Working in waves allows for faster production and easier project management.
Using root folders (a feature within Google Docs) for organization is a good idea. Establish a filing structure and file naming convention. Include the wave identifier to better track waves within each file name.
Using Google Sheets to host your editorial calendar is a superb move for collaboration. Anytime there are changes or updates you can send a ‘mention’ or ‘re-share’ to the individuals who are affected by the change. You can establish content details such as CTAs, keywords, topics, themes, and much more. We even include internal links as a category to be filled out in ours.
Using Google Calendar to schedule deadline reminders, editorial meetings, content project meetings, and other events within your process will allow you to track attendance and be flexible with schedule conflicts.
And, last but not least, don’t forget about using good ol’ fashioned communication over lunch or before a meeting.
Not every piece of content written the first time will land you at the top of Google. Consider it an internal challenge to figure out what could be better with the content that is not performing to its expectation. Add different inbound links. Expand on a few ideas. Reword some unclear messaging here and there. Content optimization starts within. Make your content work for you.
Make it fun.
Encourage everyone to participate in content creation, content idea generation, and the editorial process development. You will be pleasantly surprised with the creativity that may be right within your current foundation. Your employees work with your customers daily. They know and hear the pain points and they are the most directly involved with the customers.
Make it a healthy office competition.
Break your editorial teams into groups. The size of the groups will depend on the size of your editorial team. Each group should have at least one writer and one editor. If you have three (or any other odd number) on the team, you can use two writers and one editor, etc. Be sure you have selected an editor or project manager who is eager to succeed—or kick some serious behind! The team with the most efficient work ethic will win top spot on the editorial calendar.
Keep everybody in the loop.
“Slack brings all your communication together in one place. It's real-time messaging, archiving and search for modern teams.”(slack.com)
Use Google comments and sharing capabilities to keep the document live to all parties actively involved in the editorial process.
Extracting the benefits of your blog is an exciting time for any company new to content marketing. Taking a step back and really noticing the benefits your blog has provided for your company is truly the definition of hard work paying off. Wouldn’t it be great if your hard work could become a bit less daunting? With a smooth editorial process, it can! Stick with it and stay involved.
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