22. The Content Workflow
“Get this part right, and you’ll be ready to run a newsroom.”
Having developed personas, analyzed content needs, developed a content strategy, and appointed someone in a managing editor/editorial lead capacity, the next step in content marketing is to establish a content workflow. This is the point at which content marketing gets tactical. It’s the nuts-and-bolts process: content calendars, creation, approvals, style guides, templates, and tools.
Get this part right, and you’ll be ready to run a newsroom. And that, after all, is a big part of the concept of content marketing.
At the core of establishing a content workflow is creating an editorial calendar. An editorial calendar establishes what content will be created, ...