When we talk about content creation, we tend to talk a lot about creativity. Like, just because writers are right-minded thinkers or considered a “creative type,” all content created will be branded and function according to our standards. miraculous way.
Except there's just one problem: when no instructions are provided and the content creation process isn't documented, you're really just hoping people understand which direction to go. What really happened? Right or wrong, people will only go in the direction they think they should go.
To avoid this common content creation trap, all you have to do is document your content creation in a better way. And we have some tips on how you can do that.
1. Make the process clear, simple and accessible
Take a look at your content creation process. Can you explain it in just a few steps, or does it require complex flowcharts and long RACI matrices? Unfortunately, if you can't explain to your team of writers or content contributors how to easily get involved in your processes, they won't.
Instead of asking others to follow an unnecessarily complicated system, take a look at your process and see what you can do to simplify or clarify the steps. This isn't always the easiest or most enjoyable content task to tackle, but it's one that only benefits people in the long run.
After you've clarified your process, make sure the well-written, reader-friendly guide is available in an easily accessible place. We're big fans of Google Docs, but you should also have links available in your project management system, starter documents, and creative briefs. Basically, share it everywhere anyone might need it.
2. Define Your Business Success Indicators and Content Goals
Creating content for the purpose of creating content is never a good idea. You will only get a mountain of ineffective and expensive content.
Instead, clearly articulate what business goals you're trying to achieve and how the content goals tie into them. Even a super simple chart of business success metrics and content goals can help people see why they're creating content in the first place.
And just remember: clearly stating what you want to achieve with your content efforts doesn't mean your content still can't be Youtility-based, as seen in the examples above.
3. Use Editorial Calendar
While you may not want to publish a calendar with complex, detailed content mine (which we happen to have a helpful blog post and free sample), you can still give people an idea of what you're looking for with an editorial calendar.
The editorial calendar is most often used by magazines to give 50,000 – a live view of upcoming topics and topics that will be covered. Forbes has a great example with their 2021 digital editorial calendar.
By clearly identifying upcoming opportunities and tying them to specific dates, you'll get more ideas and better content because people will be able to choose which pieces of content they really want to write about. This also eases some of the burden of specifying assets.
4. Record Your Brand Guidelines
You can see a sample here. Making your organization's content creation resources accessible (and understandable!) Makes the process smoother for everyone.
Why? Because some people have decided that the Oxford comma is the hill they want to die on. Or maybe someone's writing style is whimsical and improvised when your brand is direct and focused. Brand Guidelines magically turn personal taste and style into moot points, because people now have a clear set of guidelines to follow if they want to contribute.
Ultimately, brand guidelines are about protecting your brand and making sure the content meets the specific quality and style you need. Just make sure to make them clear and easy to understand.
5. Identify the focus areas of the content
Instead of allowing content creators to write about whatever they want, whenever they want, give them a few constraints by giving them your content focus areas.
You can do this by identifying the key content pillars (aka content categories) you want to cover and then explaining exactly how those pillars come to life for your audience. your brand or organization.
For example, let's say you are a technical college student at a large state university. Your content pillar might look like this:
These pillars should be detailed enough to give people a clear understanding of what you're going to cover and how, but not so narrowly defined that the writer can't visualize around the focus areas.
6. Write clearly your objections or objections
It's time to expand our vocabulary. But don't worry, we don't use dictionaries. Instead, let's talk about using a single word that is often overlooked in the content process: No.
Best tip? Your rejection doesn't have to be "no". It can be expressed in more understandable ways, especially in written form:
“Our schedule is full of months, but let's get back to the facility in a few weeks. ”
“Our analysis shows this type of content performs better when . Can you modify your draft to include that method? ”
“This content doesn't align with our current content goals. Think of something that better supports our established content plan. ”
It can be hard to say no, especially when content can sometimes seem subjective, but giving specific feedback reinforces best practices and helps you become an effective gatekeeper to content control. dung. And also record that response.
7. Public praise for success
It's important to celebrate your team's success — and do it openly. When people see great work rewarded, they are more motivated to follow through. Plus, it gives them an idea of what on-brand and targeted content really looks like.
But don't stop at a simple pat. Take the time to share some insights into what you believe made that piece of content so superior. This turns this moment into a learning opportunity for the entire team and reinforces best practices.
You can use an email or company-wide meeting to say thank you for the month's most popular blog posts, or share it on social media and tag the creator. Either way, always offer credit when it's due. It's a best practice that never goes out of style.
Better document your process for better content
A powerful content creation system is easy to work with. There are many pieces that have to come together, and they are all constantly in motion. But there's a lot you can do to get your team back from the edge of anarchy. Whether you apply one of these well-documented tips or all of them, you're well on your way back to a well-oiled and organized machine.
This post was originally written by Emily Wenstrom in 2017, and extensively updated by Anna Hrach, Digital Strategist here at Convince & Convert, in 2021.
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