How do you manage your content production?
You may feel you’re cranking out plenty of content, but do you manage to cover all the topics you need to cover?
The wider your range of topics, the more you’ll need to keep a tab on all the content you’re creating or having created. Getting organized is the key factor if you’re to deliver regular, relevant, quality content. How to manage your content (marketing) efforts?
How to create enough content for every topic
I’ve written before about the importance of content management for your content (marketing) strategy. This time, let’s start with my blogging habits. I publish two posts per week on this blog. Since I’m interested in different topics, I have several categories on my blog. With ‘just’ 8 categories, it would take me a month to do one post about each topic.
It’s unlikely that any (business) blog has the same number of blog posts on every topic. For each topic, the question is: how often do you have something new to share with your readers? Have you:
- read anything new about a topic?
- been involved in a project with aspects relating to a topic?
- attended an event?
If not, you’re less likely to come up with a brainwave for new content. No events also means fewer opportunities for making short interviews which you could share.
Content management for a business website
If you have a business website with dozens of topics which you all need to keep updated with fresh content, gaps may form while you’re busy on other topics. You don’t want to be confronted with content gaps in specialized areas which you then need to fill – which may take days, or weeks, from the moment you contact a relevant subject matter expert.
Every piece of content has to meet your quality standards, right? That means investing time in research and in editing your content.
You can rarely serve every visitor with one format for your content. For every piece of written content, you need a picture that adds interest in the shape of information, entertainment, or a new angle on your written content. Start with visual content and the opposite applies.
First, test-plan your content
Use an Excel sheet, a whiteboard or even a sheet of paper to:
- List all of your topics horizontally
- Lists the days (full week or weekdays) vertically.
- Try to plot one piece of content per topic per month. Use something like yellow sticky notes, because this is just your first step.
You could be looking at anything from 8 to 50 pieces of content per month, and in the latter case you’ll be publishing new content every weekday of every month.
How often do you publish new content now? On your blog? On your website? Elsewhere?
You could tweak your overview by:
- dropping your required amount of content to one piece of content per 2 months.
- using fewer, less specific categories.
- only creating content for topics your customers are interested in. A website that aims to attract customers should start with their needs.
Get your business content organized
- Meet your subject matter experts (SME)
- Plot every event.
- Brainstorm for topics with every SME.
- Determine whether each SME is able and willing to write content to specific requirements, talk about their topic(s) in front of a camera or for a podcast. How much of their time do you need?
Take your SMEs for a testdrive. And (although I read this too often) this is a rinse-and-repeat process. Experts are by definition extending their knowledge base, rather than your content base 😉
Plan your content creation process backward
Plot every idea for, or piece of, content on the overview you made earlier – on the day you need it published. Then, we travel back in time…
- When do you need this content to be delivered?
- How much time does it take to get interviews transcribed, images selected, text edited?
- When do you need to contact or meet anyone?
Now you have a simple Content To-Do and the start of an editorial calendar (add details as you go). Using things like colors for different kinds of content helps. Organizing and planning your content gives you insight into:
- the effort it takes to get your content published.
- why your company’s content creation efforts seem less successful than you’d like.
- whether you need to delegate, streamline, or skip tasks.
That’s why you need to testdrive – not just for your SMEs to get used to contributing. You need a trial-and-error phase (or call it a pilot) for everyone. Doing everything at once may be a bit steep.
[Content inspired by this article on Huffington post]