Powering Content

Appendix A. The Content Manager’s 360° To-Do List

As a content manager, you should become familiar with completing or supervising the completion of the following tasks—ideally every day, but if that isn’t possible at least every other week:

• Schedule or oversee the scheduling of any content pieces. This includes those that will be published in your main content hub as well as the messages sent out on supporting content channels like social media.

• Manage content requests. Submit new orders for text, visuals, or any other type of content piece in your editorial calendar. Monitor the status of due and ongoing orders. Handle payments for such requests.

• Track key performance metrics for your main content hub (blog, resource center, or whatever name you have selected for it). Consider watching these popular indicators: total sessions, organic sessions, sessions from social channels, and goal completions via content pages. These are all trackable on Google Analytics. Both an extended list of metrics and an exercise to begin are presented in Chapter 2. As you look at these metrics, maintain an updated list of all-time top-performing and underperforming content pieces.

• Track key performance metrics for supporting content channels like social media. Consider watching these popular indicators: follower/audience growth on the platform, engagement with content pieces (likes, repins, retweets, comments, reactions), and content reach on the platform.

• Identify your most valuable content ...