CHAPTER 13
Managing the Content Creation Process
BY JOE PULIZZI
There is nothing so useless as doing efficiently that which should not be done at all.
PETER DRUCKER
When the first edition of this book came out, there were very few companies that had a content marketing team or processes. Now there are numerous organizations that have been creating and refining content marketing teams, roles, tasks, and governance. There are also hundreds of blog posts and examples of how to structure and build your content team.
To do content marketing successfully, you need to have the following five things:
• People to do it
• Roles and responsibilities for those people to fill
• A schedule by which the tasks are fulfilled
• Rules and guidelines
• Knowledge ...
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