The Secret to Supercharging Your Content Production

Editor’s note: Today’s post is from Liz O’Neill from Kapost. Her last Funnelholic guest post knocked it out of the park. She’s back and appreciate the value Kapost is trying to deliver to the content marketing world with the templates they are offering. See more below!

Marketers today are under a lot of pressure. They’re responsible not only for engaging leads, but also for converting prospects, driving revenue and retaining business.

The major tool at their disposal? High-quality content at every stage of the funnel. And to beat the competition, they need to create a lot of it. In other words, they need to scale their content marketing production.

And it’s at this stage where most marketers stumble.

Why? Because as content demands grow, ad hoc processes fail. And building entirely new content workflows steal valuable time and resources away from actually producing that content, capturing leads, and driving revenue.

Enter, content marketing templates. At Kapost, we spend a lot of time thinking through content marketing processes and soliciting best practices for repeatable processes from our cadre of clients.

Recently, we’ve come up with templates that any marketing team can implement to supercharge their content production. These are a formula for implementing your content strategy. They’re customizable, repeatable, step-by-step processes for creating, editing, approving, promoting and analyzing your content, so you focus on the things that matter most.

You can download all of our assets here. Here’s a quick overview of what they contain:

The 6 Most Common Content Marketing Workflow Templates

These templates offer a step-by-step guide to publishing a landing page, an eBook, a blog post, a social campaign, an email marketing campaign and a webinar. They outline key production tasks, approval structures and task owners. They’re repeatable, customizable and save you from diving back into weeds for every new content asset you produce.

How to Build Content Pillars: A Step-by-Step Worksheet

content marketing, content strategy, kapostContent pillars are the main content asset in your campaign. Examples of content pillars include an eBook, a webinar or a whitepaper. What many marketers don’t realize is that these large assets can and should be broken out into many derivative assets that will provide solutions at every stage of the funnel, driving traffic and converting leads for months to come.

 

But this kind repurposing of content doesn’t always come naturally. That’s why we created a worksheet that guides you through how to do it.

How to Create a Campaign Flowchart

content marketing, marketing, kapostContent marketing requires a lot of cross-team collaboration. But too many cooks in the kitchen can sacrifice your user’s experience. Often, you may lose track of how your reader is navigating through the content in your campaign.

A campaign flowchart is one of the best ways to keep track of all of the moving pieces in your campaign. Essentially, it’s a diagram that maps how all of the assets in your campaign connect. It includes the pillar asset anchoring the campaign, and each supporting asset, from press releases and emails to social media posts. Campaign flowcharts keep your inbound and outbound teams on track, reveal gaps in your campaign’s progression, and display the ideal path your readers take through the calls to action you provide. Create your own by downloading our template here.

Don’t waste valuable time bogged down in the process details of your content. Implement these templates and start focusing on the goals and the work that matters most.

 

kapost, content marketing, content scoringLiz O’Neill is a writer and content marketer at Kapost, a software that helps brands create, manage, publish and analyze their content in one place. Prior to joining Kapost, she managed social media campaigns at Location3 Media, and global marketing efforts at ONE.org, an advocacy organization based in Washington, D.C. She’s crazy about human-friendly content, playing outdoors and beekeeping. You can reach her at @lizkoneill

  • Jesse Noyes

    I’m obviously biased, but I have to say that setting up repeatable processes is the only way marketers are going to get ahead with content. Reinventing the wheel with every new piece of content or campaign crushes productivity and enthusiasm.

    • Liz O’Neill

      Agreed! Thanks for commenting, Jesse.

      • http://www.funnelholic.com/ Craig Rosenberg

        It’s awesome

  • Mark A. Teer

    With the templates and all, Kapost seems to have the workflow well covered once you have content ready to post or at least an idea to start working from. Liz and Craig: do either of you have suggestions of tools for the prerequisite step of generating ideas or discovering existing content to share (with value-added framing, additional insights or opinions, etc.)?

  • Liz O’Neill

    Hi @markateer:disqus , Great question. I think a good place to start is to identify what questions and needs your readers and customers have. Your sales, account management, and product teams will have insight into what they are. Hold a meeting to solicit a solid list. Then, build content themes that address those top questions and needs. That way, you can ensure your content is useful, usable and relevant.