Publishing is Hard: Make it Easier on Yourself

You’ve thrown yourself into the exciting industry of content marketing and social media. Hooray! But wait, that means you’re also now a publisher since publishing content is a big part of your new daily responsibilities. And here’s a secret for you—if you didn’t realize it yet, you soon will.

Publishing is hard.

Consistently creating quality, effective content takes a whole lot of work. And this work certainly doesn’t end after you click ‘publish.’ But no worries, it’s time to make it easier on yourself—starting now.

Content Creation

Keeping up with your content creation needs is tough. Photo: Dawolf, Flickr CC

Plan, Then Plan Some More

The more time spent on creating a cohesive content strategy for your web content in the beginning, the easier the entire process will be for you. Don’t forget to include the following elements into your planning. This is, by no means, an exhaustive list but is an excellent way to get started. Be sure to write all this down into a content strategy guide for yourself, as you’ll want to refer to it regularly!

  • Messaging
  • Brand tone and voice
  • Target audience and personas
  • Keywords
  • Distribution channels
  • Search engine optimization (SEO)
  • Metadata

Create an Editorial Workflow for You and Your Team

Now that you’ve got a pretty good sense of what your content will be about, who it’s for, and how you’re going to get it to them, it’s time to create some procedures, policies, and a workflow. This will help you to gain momentum and keep up with the complexities of frequently publishing content.

Developing an editorial calendar (Contently has an incredible guide to creating one), a customized content management system (CMS), and your newly developed content strategy guide is going to be what sets you apart from everyone else.

An editorial calendar will keep you and your team focused on creating the right content, for the right people, at the right time. And a CMS customized with page and post templates for your specific needs is a tool that will keep you and your team publishing efficiently. Margot Bloomstein, author of Content Strategy at Work, says it best. “Above all, make it easy for your internal users to produce, publish, and manage great content.”

Kanban Wall For Content

A workflow strategy will get you and your team regularly producing content. Photo: DeanoPower, Flickr CC

Don’t Publish Your Content in Just One Place

Most organizations don’t need to create content for only one channel; that’d be too easy. They have to share their content across several platforms in order to effectively reach their audience. If this is you (and I’m sure it is) make sure you’re not publishing your content in just one place. Instead, take your topic for a blog post and rework it to fit across other appropriate channels as well.

Can that blog post work well on the main website? Should it be a microsite? Or what about a digital magazine, email newsletter, podcast, video series, webinar, ebook, or infographic? And don’t forget about your social channels! You’ll be surprised how much additional content you can create when you’re thinking creatively about its form. Fortunately, Hubspot has lots of ideas for not letting your content go to waste, which is definitely worth checking out.

Like I said, publishing is hard. But the above strategies to plan a cohesive content strategy and develop a workflow will surely help you to create content more regularly and efficiently.

Do you have any strategies to add? What helps make your life as a content manager oh-so-much easier?