This article will help you manage people with different roles, responsibilities, and objectives toward a common goal of finishing a project together. Workflow Documentation provides a structure and checklist for small businesses and solo business owners to keep them on track.
Content Creation Workflow Documentation helps differentiate between a strategy and a tactic and is critical for:
• Tracking implementation
• Measuring results
• Staying on schedule
• Assigning responsibility
• Completion of all process elements
• Process refinement
Documentation is critical to the success of a company’s internet marketing. It starts with a written marketing strategy that is in alignment with the company’s business strategy. If I lost you there or you don’t know the difference between a strategy and a tactic, then read my post about how to create a marketing strategy.
What is Workflow Documentation?
Codifying content publishing elements and requirements to produce quality content. Some businesses might think of written documentation as just extra work when, on the contrary, it helps prevent extra work. A written content marketing workflow provides structure to the content creation process and increases execution efficiency. Workflow documentation will empower you and your team with:
• Clear visibility of the proper procedures for producing content
• Efficiency to deliver content on time
• More structure and speed around approvals and refinements
• Assure technical requirements
• Eliminate duplication
Solo business owners can reap the benefits of documentation.
As a solo business owner, you may be brilliant in your field. Still, you may not understand technical image requirements for quality publishing. Charting the Content Creation Process keeps you focused and on track for completion of each stage of the process. Charting is a single source checklist. Click on each chart to download a full size pdf.
Written Content Workflow Chart
Graphic Content Workflow Chart
Photo Content Workflow Chart
Research shows that the most effective B2B marketers have a documented content marketing strategy. Now it’s time to get more strategic about how you and your team are working. As in, actually doing the work.
Simple documentation will save you precious time. Use your newly found time to develop more engaging quality content.
Not all marketers understand the requirements for publishing content. We are all at different stages of any learning curve. Creating quality content is achieved by applying standards specific to each element of imagery and text.
The 4 stages of workflow documentation.
Stage 1 of a documented workflow is strategic ideation and prioritization. I’ve found many small businesses and solo business owners have a handle on their content marketing strategy but a weakness in execution.
Stage 1: Strategic ideation
Where are you cataloging all the great ideas that come your way? Who is the target audience for each content idea? Keep in mind, one piece of content will not appeal to everyone. Visitors all have different needs in various stages of their buying cycle. Understanding the importance of identifying your target audience can be reviewed on my website.
Don’t be buried in ideas and information.
Your workflow organization starts with a central location or repository for content ideas. This repository will serve as the place where you prioritize and select content for production. Be sure to standardize the description of the content topic or purpose, including any source links that will help in development.
If a team contributes to this list, you might use an email alias that goes to the team leader (e.g., contentideas@yourcompany.com). Another repository might be a cloud-based spreadsheet solution like Google Sheets. Require standardization of content requests with submission to one person.
My experience with small companies has shown that the execution process is the least understood because the details are often geeky. Things like file formats and pixels aren’t part of a natural creative process, so these are easily pushed aside by small teams and solopreneurs.
Stage 2: Creation
With a plethora of web image creation tools available, you don’t have to be a designer to make good looking images. But it helps to have good taste and at least understand the basic requirements for quality publication. Visual appeal might be your focus, but optimizing your imagery for fast web load time should be a priority.
Stage 3: Content organization and storage
Staying organized allows easy, fast access to text and image documents. Identify where each file is stored as well as where and when they were published.
Stage 4: Publication and promotion
Map how you will publish and share your content with your target audience. Identifying your target audience should have been part of Stage 1 – strategic ideation.
Do you need clarification about how and why unique formulas are necessary for web publishing, give me a call, and I’ll help you understand the process? If you or your team need guidance setting up a workflow documentation process, I can get you up and running quickly. Call me at 954-257-7066.
Even solo business owners need a team.
As a website developer and internet marketing strategist, I help companies reach their ideal prospect with content that converts. My team includes an SEO specialist, an ecommerce specialist, a social media marketing specialist, and a videographer.
Staying on top of your internet marketing takes talent and time. When it comes to creating and executing Social Media Marketing strategies, I rely on @barbaragobbi at http://barbaragobbi.com to deliver conversions for my clients. Feel free to contact her directly.
