The next stage in a content strategy should be the editing stage. Don’t get confused between this stage and the progress update stage. The main difference between these two stages this that when the content reaches the editing stage, it should be completed; you might call it a “first draft.” this can also sometimes be called the “approval stage.”
Whether you’re writing for a client or your own company, you’ll most likely have to get your content approved by someone else. This telephone list stage in the content strategy is necessary to ensure that what’s being distributed is exactly what everyone wants. This also gives the content a chance to be reviewed by more than just one person. It’s easy to overlook mistakes; having multiple people look at the content will give it a better chance to be mistake free.
The final thought on this stage is about time. Just like the time it took to create the content, allow a good amount of time to edit the piece as well. Remember, this is a time to look for mistakes, but also give it back to the creator so they can make the necessary changes. This process might go on multiple times until the final copy is approved.
Just like deciding what type of content you want to create
Where you want to publish it is an important decision as well. This also ties back into the voice and image of your brand. Try asking yourself these questions if you’re wondering where to distribute your content.
Where is your audience?
Similar to defining the goal, try to place your content in front of the people willing to engage with it. If you have a spike in site traffic on a particular day of the week, think about publishing your content on that day.
Distribution is an essential part of a content strategy that should be determined in the beginning. Think about this when beginning the creation process. It’s also important to be able to track the success of your content, so make sure that wherever you’re distributing. Your content that its performance is measurable in some way.
What’s the goal of the content
This final stage is the hardest stage for a piece of content to go through. Many times businesses will want numbers or an roi for content. However, depending on its purpose, sometimes the results of content production can’t be measured. I recommend that instead of thinking of a return on the content, try looking. At the engagement the piece receives (I.E. How many post clicks, email opens, views). The reviewing stage should provide insights into future content.
If you see positive engagement with blog articles, but no one’s downloading. A whitepaper, think about producing more blog articles and. Try distributing them in more places to gain a following.
To tie everything together, the reviewing IS Lists stage should flow directly back into the creation phase. Use this time to discuss ideas for future content based on the performance of the content you’re reviewing.
These five stages of a content strategy are guidelines to help you stay organized and on track in the production of your content. Having a system in place will help prevent gaps between publishing dates. Staying consistent is a major factor in gaining a loyal following.
Creating content takes time and energy but don’t let that stop you from delivering quality material to your clients or customers. Use content with a purpose and start spreading the word about your brand. Remember to download our content calendar template if you want to see how these five stages work together in one document.