{"id":1009,"date":"2021-03-02T16:21:30","date_gmt":"2021-03-02T16:21:30","guid":{"rendered":"https:\/\/www.chrisalden.co.uk\/?p=1009"},"modified":"2021-05-11T10:31:46","modified_gmt":"2021-05-11T10:31:46","slug":"think-like-a-publisher-6-ways-to-streamline-your-content-processes","status":"publish","type":"post","link":"https:\/\/www.chrisalden.co.uk\/think-like-a-publisher-6-ways-to-streamline-your-content-processes\/","title":{"rendered":"6 ways to streamline your content processes"},"content":{"rendered":"\n

Hiring a copywriter is a step forward \u2013 but are your in-house content processes up to scratch? Try these ideas if not<\/strong><\/p>\n\n\n\n

Congratulations: you\u2019re a marketer who understands the value of content. You know content can help drive sales, attract prospects, generate leads and build a brand. So you\u2019ve taken steps to clarify messaging, engage clients and stand out from the crowd.<\/p>\n\n\n\n

And that\u2019s all good news. But before you started on this road, did you ever realise that creating high-quality content would be so much, well \u2026 work?<\/p>\n\n\n\n

The truth about content: it takes effort, in-house<\/strong><\/h3>\n\n\n\n

Sadly, many businesses underestimate what it takes to get content up and running behind the scenes. They assume that, just because they\u2019ve hired a freelancer or an agency to create content for them, their work is done.<\/p>\n\n\n\n

Little do they realise just how much vital work is left to do \u2013 from planning and production to managing sign-off and content flow.<\/p>\n\n\n\n

But commissioning brilliant copywriters and designers is only half the battle. To be successful at content marketing, you need to focus on your content processes.<\/p>\n\n\n\n

What does that mean in practice? Read on to find out \u2013 and discover six things you can try to improve your approach.<\/p>\n\n\n\n

\"1\"<\/figure>\n\n\n\n

Ask yourself: who \u2018owns\u2019 content in your organisation?<\/strong><\/h2>\n\n\n\n

Imagine you work for a newspaper or a magazine. How many people do you think take responsibility for each piece of content that the company publishes?<\/p>\n\n\n\n

The answer is that it depends. On social media, it might be just the reporter. But when it comes to a 2,000-word feature for a glossy mag, that number is much higher. There\u2019s the writer (maybe a freelance); the sub-editor or page editor; the chief sub-editor; the designer; the art editor; the picture editor; the photographer; the desk editor; and finally the editor, who oversees the whole shebang.<\/p>\n\n\n\n

That\u2019s a lot of people, each of them invested in a successful outcome, and all pulling in the same direction, in an ideal world at least.<\/p>\n\n\n\n

Now: I get it. You\u2019re a B2B business; your primary purpose is not creating content, so there\u2019s no way you can match that level of editorial oversight. But there are still a lot of people who have a role in making sure your content is a success.<\/p>\n\n\n\n

There\u2019s the marketing assistant. The marketing manager. The product manager. The technical expert. The senior exec. The head of comms. The CEO.<\/p>\n\n\n\n

Each of these people, and often many more, might be involved in a piece of content \u2013 so they need help to understand its value, so they can take responsibility for it. And, because this isn\u2019t a media business, it\u2019s up to you, the marketer, to help them develop the necessary skills.<\/p>\n\n\n\n

Improving content skills<\/strong><\/h4>\n\n\n\n

To improve the skills in your organisation, it might help to use a mixture of these strategies:<\/p>\n\n\n\n