3 Agile Methods for Productive Content Management
With every content marketing strategy, there’s another solution.
Collaboration across the team is as important as a safe platform where information can be stored and accessed easily.
But you also need to make sure you monitor the output of the content marketing efforts. Without that, you can’t optimize the process itself in terms of productivity.
How can you as a manager optimize the creation process, when it depends on the preparedness of others?
Process optimisation might sound like a concept from the industrial field.
Now it’s changing lanes.
These days, content management tools assist content managers to optimise their team's content production.
What is productivity management?
Productivity is basically the total output divided by the total input.
You need to implement a process which helps you improve this ratio. But what are the main KPIs for defining input?
Input is the resource you spend on creating the content: the salary, the software license, and any third party service involved.
Generally, the output is the results brought by the amount of content created. The more output you can generate from the resources used, the better.
In the content production field, quality is more important than quantity. For instance, a high number of visitors on your site sounds good, but fewer and more qualified leads sound better.
Here are a few of our top productivity recommendations:
Be selective when building your team
Creating great content is the main task of your content marketer but there are more important aspects of the content creation process. These people need to have sharp eyes, always on the lookout for exceptional content.
Tech-savvy marketers rock.
SaaS products using the latest technology pop up every day. Keeping an eye on new solutions and being an early adopter pay off.
Great content management platforms help marketers automatise processes, like automatically notifying an editor when a piece is ready for review.
A good content manager is a good strategist at heart
Coming up with creative topics and writing articles isn’t enough. Writing articles without a precise goal is pointless because, without a benchmark for success, you’ll never achieve it.
Content strategists build a plan in like with their buyer persona. They assign a metric to every campaign, making the process more measurable.
Find the gap in terms of content.
Write about something that no one else has. Find a special perspective, your ‘tilt,’ that makes you stand out from the crowd.
Don't write articles just for the sake of writing.
It's better to write less often but more efficiently. Keep in mind what your audience need, use data and make sure you capture precious leads.
A good content strategist writes to provide value and move their audience through their sales funnel.
Embrace diverse content
Try different content types to nurture the relationship with your audiences.
A broad topic researched by the content writer can be broken down into different testable formats, maximising your team’s research time.
One article can provide material for an infographic, video, slide deck, etc. It’s just a matter of aligning the format with your marketing goals and the customer's journey stage.
The content marketing's maturity differs between enterprises.
Companies that prioritize marketing such as Coca-Cola, Procter & Gambel or McDonald's are already using technology solutions to make their content production agile across teams.
Believe it or not, other companies are still using Google Drive to compose their content. Don't worry if you are part of the second group. Finding user-friendly tools that your marketing team is willing to use isn't an easy task.
Many tools offer a free version to get started so you can explore their UI and features before integrating them completely.
Try automation tools
Posting every single piece of content on multiple channels every day is inefficient.
Use a project management tool for content
Using a software that gives your content manager and the team a strategic overview of the projects is a must.
Several tools allow you to see what topics you should write about for a certain buyer stage and how many leads you actually acquire. At the end of the day, that’s the goal of content creation. Generating leads.
Using the right content marketing software is not a question.
You might think that it’s cheaper to pay for manpower but think it through again. Machines can do the repetitive tasks in no time and your staff can focus on something more meaningful instead.
Easier media and content sharing
Searching for content every day on your Google Drive or other platforms like a mechanical turk is time-consuming.
It can end up in endless browsing. Instead of hiding content in a folder, you’d better keep everything in your CMS. This also helps maintain brand hygiene across your publications.
These tools generally have the ability to control access. Imagine, if everyone had the ability to modify the content -- it could result in serious security issues.
Analyze content data and learn from it
Optimize the effectiveness of your content, starting by analyzing the data. If certain channels aren’t winning any eyeballs, you have to let it go. Not every business needs an Instagram account or Facebook.
You can also find out whether a certain topic drives traffic to your site at all.
If some articles don’t work despite the fact they are SEO optimized, it’s time to reevaluate the topics themselves. Don’t waste your time writing about things that don’t solve any problems and no one is interested in.
On the other hand, if you see that an article attracts a vast number of visitors, you might want to consider breaking down that certain article into more descriptive pieces. It allows you to build topical authority which is something Google loves.
Don't work hard, work smart.
Building a content plan based on a strategy will ensure the success of your marketing efforts.
Automate as many tasks as possible so your team can focus on what matters. Use a unified platform that clearly defines your company’s goals, and ensures a seamless and successful process.