A Simple Guide to Setting Up a Content Creation Workflow in Your Company Too

This article comes from the blog archive – figures and examples reflect the year it was published.

I know only two types of people – those who think creating content is a doddle that anyone can do, and those who break out in a rash all over at the mere thought of it. The first group often burns out quickly, the second deprives itself of the results. But both the one group and the other can be helped...

Before putting content marketing into practice, let’s recap a few important points:

• We don’t do content marketing just because we and our customers enjoy it, but so that it ultimately shows in the results (traffic, sales, contacts gained and so on)
• Content marketing without a plan and a strategy is less effective
• Content marketing has to be regular if it’s to bring measurable results
• Content marketing is part of digital marketing
• Content marketing involves working not only with articles, but with every type of content we use to reach our target audience

What does content marketing look like in real life? A short demonstration of how the work process in content marketing and the content creation cycle operate:

• Planning – creating a content strategy, defining goals and target groups, drawing up actionable publishing plans and defining “success”
• Creation – creating content according to the defined target-group personas and the chosen content formats and forms (text, video, audio...)
• Testing – for example testing headlines, titles, testing e-mail subject lines and so on
• Distribution – actively spreading the content and delivering it to the target groups – both organically and through a campaign
• Analysis – analysing the results achieved, learning from them and, on that basis, going back to planning with the aim of improving the results once again