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Content Creation Workflows: Why You Need One and How to Build It

content creation

When creating content material, it’s straightforward to assume it is best to simply make it and publish it. Easy.

However your content material won’t be extremely efficient if that’s your outlook – even when the substance of your content material is sensible!

Creating content material – blogs, infographics, movies, podcasts – creates a chance for you to join together with your viewers and to interact with a brand new viewers. There’s vital worth which may be unearthed via an efficient content material technique.

One of the only methods to enhance your strategy is to implement a documented content material creation workflow.

It might improve the time you spend on a single piece of content material or lower it relying in your present course of, nevertheless it might additionally show to increase the effectiveness of your content material by large margins.

A weblog publish which is optimized for Google can convey you tons of or hundreds of hits each month. A submit which isn’t optimized could also be learn by 10% of your e-mail listing and then disappear into the void.

Past the very actual advantage of a very good workflow enhancing the content material, a strong workforce workflow can increase your general output and virtually run your content material staff itself.

Since implementing our new content material creation workflow we jumped from 20okay weekly visits from Google to 75okay. Within the area of 1 yr. The brand new workflow has given us the consistency to hold breaking these numbers.

On this Course of Road submit, I’m going to clarify to you:

  • What our content material creation workflow seemed like once we had a small staff
  • What our scaled up content material creation workflow seems like now
  • How you possibly can construct a content material creation workflow like ours
  • The Course of Road templates you should use to construction your new workflows

Content creation workflows for small groups

content creation workflow exampleSupply

I’m going to leap straight into the nitty gritty.

Once you’re a small workforce you need to have the ability to act shortly. Group is a much less intensive problem for you as there are far fewer variables to maintain monitor of at anybody time.

As such, you possibly can construct strong methods that are nonetheless easy and intuitive.

As you scale your techniques will scale and this will current difficulties, which we’ll tackle later.

However for now, you’ll be able to leverage consumer pleasant instruments to craft a arrange which is true in your staff.

Our previous system utilized Course of Road and Trello.

Every software represented a special a part of the content material creation workflow. Course of Road was used to form the content material itself and Trello was used to arrange the group and present readability over what was being labored on, by whom, and what the progress was.

This brings us to the 2 easy levels of a content material creation workflow: Creation vs Group.

Content creation vs Content group group

At Course of Road we’re all about having a documented course of for individuals to comply with when enterprise any process that wants doing greater than twice. That’s just about our inner mantra.

With Course of Road, you construct a course of template and then run checklists off that template every time you do the duty.

So I might construct a weblog writing course of template and then each time I write a weblog publish I run the guidelines and comply with it.

Actually easy core idea.

Our weblog writing course of used to look very comparable to the template embed you possibly can see under. This embed is a pre-publish guidelines. Which means the scope is the ultimate checks and edits you want to do in your weblog earlier than you hit the Publish button.

Examine you’ve included the key phrase within the totally different headers, be sure there are not any typos, take a look at the formatting for every picture, and so forth and so on.

This weblog pre-publish guidelines signifies that you run your crucial search engine optimization checks and it ensures you don’t publish content material which is riddled with errors.



The weblog pre-publish acts because the content material creation part of the workflow. That is using organizational instruments to enhance the substance, optimization, and presentation of your content material.

The template above is beneficial for anybody, however I like to recommend including it to your Course of Road account and modifying it to add additional steps that are particularly related to what you are promoting. You can edit it to add new duties or you possibly can add additional element inside duties to extra rigorously implement a style-guide. No matter you want.

So, each piece of content material we might write can be examined towards this guidelines earlier than it was handed to the editor to click on Publish.

However what about all of the steps earlier than that time?

This brings us to the content material staff group facet of any good content material creation workflow.

Activity administration instruments might help with a high-level image of your content material workforce

We used to use Trello. We don’t any extra. However that’s not to say that Trello isn’t good; it’s. In truth, it’s nice for small groups.

Later I’ll be speaking about our migration to Airtable as an alternative of Trello, however I gained’t be going into an in depth evaluation of the 2. In case you’d like to learn that, then it is best to take a look at this text if you’ve completed: Airtable vs Trello: The Better of Activity and Venture Administration.

Trello prides itself on its simplicity. The app works on the idea of Kanban boards, which suggests duties are represented as playing cards and these playing cards can get dragged from one column to one other.

So you might have a card for Write Article and it’s at present within the Upcoming column, then you definitely begin it and transfer it into the Doing column. You can filter these boards to take a look at solely your duties or to take a look at all of the duties throughout the group. Because of this everybody can see the progress of their staff members whereas recording their progress too.

In every activity card you possibly can add feedback or add information, even add subtasks. This makes every card an exhaustive historical past of the progress on a specific activity.

Our content material creation board was roughly arrange with the next columns:

  • Inbox – For any duties which had been added to the board.
  • Upcoming – Duties that have been lined up to be began quickly.
  • Began – Duties which had begun.
  • Doing – Duties we have been actively engaged on.
  • Assessment – Duties we needed to current to the group.
  • Run Prepublish – Duties we have been operating our checklists on.
  • Despatched to Editor – Duties prepared for editor approval.
  • Revealed – Duties which had been accomplished efficiently.
  • Not Accomplished – Duties which couldn’t be accomplished or are not wanted.

Once we got here up with concepts for brand spanking new articles we entered them into the Inbox column. If we determined that one in every of these articles was going to be executed within the subsequent two weeks we might transfer it into Upcoming.

This allowed us to retailer all our concepts and then assign due dates to the concepts we appreciated to present they have been coming quickly. We used the calendar view on Trello to get an summary of when every article can be revealed, ordered in accordance to due date. This made it straightforward to transfer issues round perceive which duties have been precedence gadgets.

We used automation to tie the creation course of with the organizational move

content creation process street zapierSupply

This previous means of ours wasn’t laden with automation, nevertheless it did include some automated bits.

An important one to word right here was how we launched our pre-publish checklists.

As soon as an article had been written and the draft completed, we might transfer the cardboard for the duty into the Run Prepublish column. Utilizing the third celebration automation app Zapier, this may then run a pre-publish guidelines and publish a hyperlink to it into the Trello card.

This was comprised of two “zaps” – particular person automations by way of Zapier.

For the primary, shifting a card to a specific column was the set off and operating the guidelines was the motion. Within the second, the URL of the guidelines was taken and posted again into the Trello card as a remark.

This meant that the writer didn’t have to bounce between apps to make something occur. It additionally meant that the Trello card contained an correct report of when the formatting stage started.

This type of small automation proved helpful and the workforce appreciated the way it improved the stream. We took this expertise and utilized it once more once we constructed out our newer bigger content material creation workflow.

The general workflow

To place it in easy phrases, our staff labored out of Trello and the totally different levels of the stream have been outlined by what column a activity was moved into. Shifting into one column would generate a pre-publish guidelines, shifting into one other column would notify the editor that a piece was prepared for assessment.

It was a clean and easy course of for a small workforce.

Content creation workflows for giant groups

One of the issues with the above movement is that you simply don’t have an correct searchable database of all of your earlier materials.

Whenever you’ve scaled up your staff, you’ll need to have that type of database to use for backlinking, for knowledge gathering, and for efficiency monitoring, amongst many different issues.

What we ended up doing was recording all the small print of every publish in Airtable. We have been in a position to do this by getting the writer to put all of the necessary publish particulars into type fields inside the pre-publish guidelines; when the final activity of the guidelines was clicked a zap copied all of that info into an Airtable document.

Then Airtable launched a Kanban view and we realized we didn’t actually need Trello in any case.

You see, Airtable is an enormous database that appears like a spreadsheet – it’s straightforward to use and navigate. It’s a lot faster than utilizing a daily Google Sheet or Excel spreadsheet once you’re working with hundreds of complicated data, and it’s a lot simpler to do complicated issues with thanks to its intuitive filtering and grouping functionalities.

You can create totally different “views” in Airtable that are principally simply predefined filters, permitting you to see all the info which matches a specific set of parameters.

I’ve my very own view. Which means all data which include my identify within the Who subject of the report will present up on this view. Everybody on the group has this view.

We even have a view for all weblog posts. Which means all data which include blog-post within the Sort subject will present up on this view. Every totally different sort of content material has its personal model of this view.

You get the thought, hopefully.

Let me take you thru our course of step-by-step.

1. New publish concepts are entered into Slack

content creation slackSupply

We have now a selected channel in our firm Slack which is devoted to new concepts for posts.

Each time you’ve gotten a brand new concept, you set it into that channel.

This triggers a zap which takes that concept and creates a brand new report in Airtable.

Every document has about 50 totally different fields. The zap will mechanically fill the identify of the report with the content material of the Slack message. It will document who posted it into Slack. And it’ll document when it was posted.

It may even add some automated tags as a result of it was created by way of the Slack channel. It will tag the Workforce as content-creation and it should tag the Sort as blog-post.

2. In our dash planning we select concepts for the month

Once we plan our sprints we’ll undergo the post-ideas view in Airtable and assign dates to concepts we would like to use that month.

We will take a look at an summary of this in one in every of our calendar views. We modify the Standing of the document from Concept to Confirmed to Begin. Altering the standing routinely runs a guidelines inside Course of Road and posts a hyperlink to that guidelines within the checklist-url area of the document.

However this isn’t the traditional pre-publish guidelines.

three. Our Weblog Submit Manufacturing guidelines guides the author via the content material creation course of

We determined that we favored processes a lot we might put our earlier pre-publish on steroids.

This new course of begins when the author does.

You have the thought assigned to you. The subsequent step is to discover a good key phrase for the article and then to hash out a construction or primary plan. As such, these two duties comprise the primary duties on this new guidelines.

The primary part of the guidelines is devoted to pre-writing duties: key phrase evaluation, recording lengthy tail key phrases, figuring out 5 title concepts, deciding on a provisional remaining title, and understanding what sort of header picture the publish would wish.

As soon as the author has achieved this, the subsequent part of the guidelines is assigned, by way of Course of Road’s activity assignments function, to the designer.

The designer then creates the primary iterations of the header picture whereas the author is engaged on their draft. There’s an approvals part which permits for iterations on the header picture. As soon as the ultimate header picture has been determined upon and is saved within the guidelines, it passes again over to the author.

From right here, the guidelines covers the pre-publish course of and does so with a hell of a number of element.

four. The ultimate part within the guidelines is left for the editor

The final activity the author is confronted with within the guidelines known as Submit for Assessment. When checked, this process notifies the editor. The editor then works by way of the remainder of the guidelines.

The editor performs their checks on the article and publishes accordingly.

Then the editor works by way of the steps to ship the article out by way of e mail to the subscribers listing.

When the article has been revealed and the e-mail acquired, the editor can examine off the ultimate process to full the guidelines.

5. Finishing the guidelines updates the unique Airtable document

content creation airtableSupply

Checking off that last process within the guidelines triggers yet one more zap.

All of the necessary info entered into the guidelines, together with:

  • The URL of the submit
  • The top key phrase
  • The lengthy tail key phrases
  • The classes the article is in
  • The publish date
  • The writer of the submit
  • The kind of submit it’s
  • The e-mail textual content which was despatched to subscribers

… and so on, is imported again into the related fields within the unique Airtable report.

This implies, for instance, I might search on Airtable for all of the articles I revealed final yr within the class Processes. It takes all of the essential info and enters it mechanically right into a searchable database.

6. The content material promotion workforce are mechanically assigned duties

Ending the publishing course of doesn’t simply replace Airtable.

It launches the content material promotion group’s guidelines. The promotion staff are mechanically handed their subsequent duties to flow into the article, attain out to people or corporations talked about within the article, and enter the article into their monitoring methods.

All of the work executed by the content material promotion staff will now be saved on that exact same unique Airtable report.

That report turns into a … properly … document of every little thing that was ever accomplished in affiliation with that article. It can even document the efficiency of that article over time.

Some great benefits of the brand new content material creation workflow

There are a bunch of benefits, however let me simply shortly summarize a few of them for you:

  • We now have a totally searchable database of each piece of content material we’ve ever achieved, or has ever been carried out about us.
  • We now have a big variety of knowledge factors for every of those particular person data, which means we will carry out complicated filtering and efficiency assessments.
  • The author solely wants to work from a single guidelines at any level, making their lives simpler and offering them with extra steerage and steps to improve high quality persistently.
  • The editor can evaluation work in common conferences however solely wants to act when notified, and the rigorous pre-publish part of the guidelines reduces the workload on the editor.
  • The publishing calendar may be deliberate a month or extra prematurely, not simply due to calendar software program however as a result of the editors now have extra time to rigorously handle future output.
  • The designer is constructed into the method; they know their duties at the start of the month and are notified about particular content material prematurely of the author needing it.
  • Numerous knowledge is being transferred all through the method and the work is being completed mechanically.

How to construct a content material creation workflow like Course of Road’s

We’ve principally coated all of the element of how to construct this workflow within the above sections.

You know what the circulate is, what the instruments are, and some extra details about the way it all matches collectively.

What I’ll briefly do on this part is canopy a few of the mechanics of how one can hyperlink these methods up with Zapier.

To duplicate our type of setup you’ll want a paid account with Zapier, Airtable, and Course of Road. However, to be truthful, you should use these instruments for any and all departments throughout your small business.

We’ve got some easy zaps like this one, for taking new concepts from Slack and utilizing them to create new data in Airtable, that are fairly self explanatory:

content creation slack to airtableInside the Edit Choices part of the Set off, you outline the Slack channel which these submit concepts will go into. You additionally choose to ignore any messages posted by bots, solely people.

Then, within the Edit Choices part of the Motion, you select which Airtable Base you need to use. That is like selecting the mother or father database. Then you definitely select which Desk you need to use. That is like selecting the precise sheet or part of the database you need this knowledge to be entered into.

When you’ve chosen your Base and Desk, you will notice all of the out there fields for a document in that Desk present up as choices for you in Zapier. You then select knowledge pulled in from Slack and choose to enter it into the related fields through the use of the little insert buttons on the appropriate hand aspect of every subject.

This can be a pretty easy zap.

Upon getting the hold of this type of zap you can begin constructing out extra complicated ones.

This zap under is the one which updates the Airtable report with the ultimate publish info as soon as the editor completes the guidelines inside Course of Road to affirm that the article has been efficiently revealed.

content creation update record with post infoAs you’ll be able to see, there’s a 3rd step within the overview.

This time, it’s a further Search step between the Set off and the Motion.

This step permits us to routinely search the Airtable database for the right document so as to replace it.

The best way it does that is by looking for the Report ID of the unique Airtable report.

You see, once we first modified the standing of the Airtable report to Confirmed to Begin so as to mechanically generate a guidelines for the author to comply with, we additionally moved some knowledge into hidden fields within the guidelines.

The report ID of the Airtable document was inserted into the Course of Road guidelines on the very starting of the method. This ties that specific guidelines to the unique document and permits our zap to pull the report ID from the guidelines to seek for it in Airtable.

Shifting round knowledge like IDs permits you to use additional search steps afterward in your movement.

Automation is a large workflow timesaver

It might look complicated to construct these automations with Zapier, however you simply want a day and out of the blue you’re in management and operating all types of duties when you sleep.

That small time funding to create a strong content material creation workflow will reap dividends later down the road.

If it saves every author 30 minutes per publish and you publish three posts every week, then a 6 hour time funding is paid again to the workforce after four weeks. If it saves 10 minutes, it’s paid off in 12 weeks. Contemplating you construct a course of like this to work for a number of years and it’s designed to enhance high quality too, it’s a no brainer.

If you would like to learn extra of our work on automation, take a look at these posts:

Course of Road templates on your content material creation workflows

To complete off, I’ll depart you with these additional templates in case you need to flip any of those into a part of your personal content material creation workflow:

You understand how we do our content material creation workflow! How do you do yours? Tell us what has labored for you and what hasn’t within the feedback under!

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