Than. than. than.
At many companies, the demand for content has grown exponentially in recent years. However, you can't just say no. Or can you?
By implementing a strategic process for content requests, you can be more confident in saying no, can, and yes to every request received. Here's some help making that a reality.
Create a content request form
To help prioritize content requests yours consider developing a content request form that you share across all departments that may request content from you.
To help prioritize # request content, consider developing a content request form that's shared across all @GBalarin said via @CMIContent. Click to Tweet Often requesters only have a vague idea of what their needs are when they request content creation. The inquiry form helps them drill down to their most basic needs – this will help you identify possible ways to incorporate them into your content plan your existing or to minimize the editing process so you can free up time in your schedule to produce additional content. What's more, improved form-driven communication helps you create content that's more targeted, relevant, and likely to deliver the better kind of results that requesters expect. Marketers would also be wise to use the form itself, to help validate and prioritize their own ideas for content creation.
It is essential that your organization has content marketing mission statement – and let everyone who submits the request know what this is. For example, the mission of CMI is to promote content marketing. If you receive requests for content that doesn't support your mission, it may not be worth your effort and time.
If you receive requests for content that doesn't support your mission, it may not be worth the effort and time, @GBalarin via @CMIContent said. Click to Tweet Keep your content request form short – one page at most, if possible. Here are some questions you should include:
- What is your idea/need? Keep it short and catchy headlines for your content ideas/needs as soon as possible. It's likely that your piece of content will be known by this name, moving forward – internally at least – whatever the final piece is. title in fact.
- What research have you done on this topic? Ask the requester to list three the source of the research they performed. Doing this has two main benefits: First, the requestor may already have resources that they didn't think of sharing; and second, it reminds the requester that the writing process also involves research, which helps to create better content.
- How long do you think it will take to produce? Often, requesters misunderstand the process and workload involved in content creation. Asking this question provides an opportunity to educate the requester and start the negotiation process so that both parties can come to an agreement on a tentative deadline.
- How many leads do you expect this piece to generate? This is especially useful for inquiries coming from sales. Not all content must generate leads – especially if it’s educational content at the top of the funnel. But if your requester has the answer in mind, you're better off setting the right expectations.
- How much content will it cost to produce? When calculating content production costs, make sure the requestor includes an expected budget for design and layout costs, as well as printing costs (if applicable) and the time of the person requesting it. write.
- What core business goals does this align with? While it's great to have content that's fun, interesting, or engaging, it also has to be aligned with business goals – especially if the content is being expected to satisfy. key performance indicators (KPI).
- Where does it fit in the sales funnel? Content designed for use at different stages of the sales funnel should be promoted in different ways. Furthermore, key messages and product (or service) information levels will vary. It helps to know in advance the purpose of the content to serve.
- What will be the impact if there is no production? What if you cannot fulfill the request? Will the world end, will it severely impact a campaign, or will their bosses be unimpressed? This question helps determine if a given requirement is for required content or simply easy to obtain.
- How will you commit to sharing this content with a wider audience? A piece of content has value only if it is consumed and shared. This question lets the requesters know that they will be encouraged spread information about their own social media content – after all, hopefully they'll be proud of the final piece and will want to share it, too.
Work with requesters when they fill out forms for the first time. Help them understand what is involved in creating content and determine where it should and can be used. For example, they may want to create a white paper when the content is actually more relevant to the blog. Explaining the why and how in advance will not only help educate your colleagues, but also help them understand the value of your expertise and your role in the organization.
Use it as a reference. That way, people know what to expect in the final content. It keeps you all on the same page, literally.
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Prioritize, but do not rule out urgent requests
Develop a content calendar being able to flexibly include some unexpected activities that add value and align with business goals and objectives is a smart way to place content strategy moving . But what happens when you get a desperate or last-minute request to create content that doesn't fit your content plan? The difference between important content and I need it now contents?
This old phrase popped into my mind: “ On your part, the lack of planning is not an emergency on my part. ”
This is where you need to learn the art of speaking are not for content requests that simply don't fit your master business goals are not clear enough in their intentions, or are simply asked to be late to the publication cycle so you can do a good job with them.
Learn the art of saying no to #content asking no & # 039; doesn't align with your overall business goals, @GBalarin said via @CMIContent. Click to Tweet When it comes to “urgent” requests from other parts of the business that require content resources, it is important to keep ego and emotions intact. At the end of the day, creating content is one business functions will help deliver clear, credible and valuable messages to customers and potential customers. Don't turn down a request just because you're at odds with the employee or your sales teams have different goals.
Sometimes there's value in pulling a content rabbit out of your hat to fill an urgent need – it not only makes you a valuable content creation resource, but also builds relationships between functions. And, you never know, it could even lead to a huge sale that keeps your content team alive – and in demand – for another year, while also boosting your reputation: double mutually beneficial.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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