You don’t collaborate
When all the pressure of content generation is put on one person, it is possible to publish topics unspecific to your customers’ needs. Eliminate these problems by collaborating on topics with every department, not just marketing. Regularly brainstorming new content allows all levels of the organization to be involved.
Don’t limit the creator or content within the workflow!
Your workflow isn’t specific enough
Content workflow has many steps, be sure to specify all responsibilities to reduce the chance of content breaking up along the way. Having a well-documented marketing workflow with strict assignments not only helps with accountability but also reduces the creation of duplicate/irrelevant content.
Your workflow doesn’t adapt to all channels
Promote standalone content by posting straight onto social media channels. This changes most aspects of the content workflow by allowing you to surround prospects with content to view at their own pace. You can also use additional channels to talk more about your services and/or products you provide, without overbearing your main website.
You wait until the end to look at the analytics
Each stage of your workflow has different analytics and at each stage you should be studying them, don’t wait until the very end. Consulting your analytical data at every step can help you avoid putting your time and energy into content that will work ineffectively. It could help you find a channel that works best and what key words to use to help reach a certain audience. When writing your workflow make room for an analytics review at each step.
You Haven’t Automated Yet
Everyone knows what he or she is supposed to be doing within the workflow, but human error is inevitable. Automate the handoffs between processes to ensure that content moves quickly and harmoniously. These automations are not limited to automating processes, they can be simple email alerts as well. If you’d like to learn more about automations, please visit our Digital Agency page.
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