Content Workflow can be used to centralize and manage ongoing content production. For example, if you’re creating content that requires input from multiple subject matter experts or departments, you can ensure all of that content is made in one place. You can also bring all of your campaign content, such as articles, announcements, events, social content, and emails, into one place.
Additionally, a bespoke workflow will ensure all those involved understand what they need to do and when.
Folders & Items
Let’s examine a sample account to see how you can manage the production of campaign content.
- Add each campaign as an item, or if you have a group of campaigns under an umbrella initiative, you could add the initiative as a folder.
- Then the individual campaigns within that initiative would be items inside the folder.
- In this example for the grand opening of a new teaching facility, the folder covers the top-level campaign information and inside this, all of the content for the different channels (blog, social media, events, email, etc) and formats can be created, organized, managed and approved:
Templates & Structure
Once your items have been added, you can create templates to structure them. You can apply a different template to each content type. Templates mean that even if many people are involved in the creation, review, and editing of content, it will always be delivered in the correct format.
- You can apply a template to multiple items at once, saving lots of time! This also means that if a campaign contains many different content types, each one can have its own template.
Content Guidelines
To ensure content is in line with your style guide, voice and tone, and brand personality, you can include guidelines as part of your templates to offer instructions for content writers, editors, and reviewers to follow.
This ensures all content is purposeful. Here’s an example of field-level guidelines to ensure content is written in the way you need:
- You can set word or character limits which will ensure the content maps nicely into your CMS.
Here are a couple more examples of field-level guidelines:
Workflow
Once your content items have been added, a template created and applied, and guidelines added, you can create a bespoke workflow for all campaign participants.
- A workflow can be as simple or as complicated as you need, with color-coded statuses for an easy-to-see overview of where content is at.
The workflow will bring people together to ensure content is delivered on time. With structured content, guidelines, and a clear process, there will be fewer revisions and feedback loops, which means faster content approval.
People & Groups
People are intrinsic to the success of delivering content on time. In Content Workflow, you can create different groups and add people to these groups. You can also control their permissions, ensuring they can only do what is needed of them.
For a Higher Education institution, your people and groups might look something like this:
The permissions you set for each role might be similar to:
This means not only do you have a clear process for content, but those involved know what they need to do and by when.
Collectively, this management of course content in Content Workflow will ensure that content is created, reviewed, and approved efficiently, with effective content delivered on time.
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