We frequently discuss creativity when discussing the process of producing content. Just because writers are right-brained thinkers or are regarded as “creative types,” doesn’t mean that all of their work will automatically be on-brand and up to par.
The only issue is that when there is no guidance offered and the content development process is not documented, all that can truly be done is to hope that everyone is aware of the best course of action. What occurs in reality? Everyone will just follow their instincts and move in the direction they believe they should.
You only need to better document your content development process, and we have some recommendations on how to do that in order to prevent falling into this typical content creation mistake.
1.Make the procedure accessible, understandable, and clear.
Look at the way you produce your material. Can you describe it in a few simple stages, or do you need lengthy RACI matrices and intricate flowcharts? Unfortunately, if you can’t show your content creators or writing team how to quickly dive into your procedures, they won’t.
Examine your procedure to determine if there is anything you can do to make it clearer or simpler rather than asking others to follow overly complicated methods. Even if it’s not usually the most pleasurable or straightforward chore, doing it will ultimately be to everyone’s advantage.
After you have defined your procedure, make sure a well-written, reader-friendly guide is accessible and located in a convenient location. We love Google Docs, but you should also include the URL in your kickoff documents, creative briefs, and project management software. Basically, distribute it everywhere someone could need it.
2.Identify your content objectives and business success metrics.
It’s never a smart idea to produce content only for the purpose of producing it. You’ll basically have a tonne of pricey, poorly performing content.
Instead, explain your company’s objectives in detail and how your content objectives relate to them. Everyone can get a better understanding of why they are producing content by viewing even a very basic chart of business success measures and content objectives.
Just keep in mind that even if you have a clear understanding of what you hope to accomplish with your content initiatives, your material may still be Youtility-based, as demonstrated by the instances above.
3.Create an editorial schedule
Even while you definitely won’t want to share your intricate, detail-filled content calendar (for which we just so happen to have a useful blog post and free template), an editorial calendar can still help you inform people about the type of content you’re looking for.
You will receive much better content ideas and submissions if you clearly spell out the upcoming opportunities and link them to certain dates, since individuals will be able to choose the subject they genuinely want to write about. Additionally, this lessens some of the strain of content assignment.
4.Keep a Record of Your Brand Guidelines
There might be a pattern here. Everyone benefits when information regarding your organization’s content generation is easily available and understandable.
Why? because some individuals have made the Oxford comma their personal hill to die on. Or perhaps a writer’s tone is light and airy when your brand is sharp and concise. Personal preference and style are magically rendered irrelevant by brand guidelines because everyone now has a clear set of rules to adhere to in order to contribute.
The purpose of brand guidelines is to safeguard your reputation while ensuring that material adheres to the precise standards of quality and design you require. Just be sure to make them understandable and clear.
5.Determine the Content Focus Areas
Give your content focus areas to content creators as limitations rather than providing them with free reign to write about whatever they want, whenever they want.
You may accomplish this by deciding on the main content pillars (also known as content categories) you want to cover and then outlining precisely how those pillars are brought to life for your company or brand.
These pillars should be sufficiently specific so that everyone knows what subjects you’ll cover and how, but not so specific that writers can’t generate ideas related to the regions of focus.
6.Clearly State Any Disapproval or Objections.
We need to increase our vocabulary. But don’t worry—we’re not looking up words in dictionaries. Instead, let’s discuss using a single word that is frequently omitted from the creation of content: No.
The ideal tactic? You don’t have to spell out “n-o” to reject someone. It can be stated in far more agreeable ways, particularly in writing:
“Our schedule for the month is full, but let’s check in again in a few weeks,”
According to our analytics, [insert fact] is better for this kind of content. Can you update your draft to reflect that strategy? ”
“This content doesn’t fit with the objectives of our existing content.” Let’s come up with something that better accompanies our current content strategy.
Although it might be difficult to refuse, especially since the content can at times seem subjective, give concrete criticism that supports best practises and equips you to be a powerful gatekeeper for content control. Additionally, note the criticism.
7.Celebrate success in public.
It’s crucial to openly acknowledge your team’s accomplishments. People are more inspired to emulate exceptional work when they see it rewarded. Additionally, it gives readers a glimpse of what authentically on-brand and on-target material looks like.
However, don’t just give someone a pat on the back. Spend some time explaining why you think that particular piece of content went above and beyond. This reinforces best practices and transforms the situation into a learning opportunity for the entire team.
You can share the most well-liked blog pieces from the previous month on social media with a mention of the author or in an email to the entire organisation. Give credit where credit is due in every circumstance. That’s one excellent practice that never goes out of style.
Improve Your Process Documentation to Produce Better Content.
A powerful mechanism for producing content might easily go awry. There are many moving parts that must come together in order for everything to work. However, there are several things you can do to bring your team back from the brink of chaos. Whether you use just one of these documentation suggestions or all of them, you’ll soon be operating like a well-oiled machine again.