“We need to step up our content marketing.”
Friends, customers, and colleagues say this is a common refrain in company meetings – especially among small and emerging businesses. But here’s what usually happens next:
“Let’s produce more social media posts,” someone else says, gesturing vaguely toward the marketing team (or one bewildered individual), “and more videos. We can use all the brand assets our design team has developed.”
Everyone nods in agreement. It’s all settled.
Months later, the team has produced exactly three posts and has started, but not finished, one how-to video.
What happened?
Content development is a workflow, not a task. Approaching it as a single to-do list item will prevent even the most motivated, well-intentioned people from making headway.
Managing content is also among the fast-growing list of workplace activities that you can, and should, automate in order to save your brain for the big stuff; the work that really matters. I share all these strategies in my book, Automate Your Busywork.
But before you can automate any multi-step process (not just content management), you need to map the workflow that underpins it.
A workflow is a series of interconnected steps that produce a result. Imagine making an omelet. First, you crack the eggs into a bowl and whisk. Next, you add butter or oil to a skillet and heat the pan. Add the beaten eggs, coat the surface of the skillet, cook until set, fold in half, and slide the omelet onto a plate.
All the steps are connected – and they rely directly on each other. You can’t break the eggs after you cook them. And you can’t heat your pan if the stove is broken. These connections are essential, but they’re often invisible to us.
That’s because most of us don’t think in workflows. We forget that many of our tasks are actually workflows, with multiple steps, timelines, and processes that depend on other people.
By breaking your workflows into pieces and mapping the connections, you’ll not only understand how to undertake big projects; you’ll be better equipped to pinpoint potential issues along the way. You’ll also be ready to spot more opportunities for automation.
Before you can streamline a process, you need to visualize all the steps. Grab a stack of sticky notes or a pen and paper. You can also use workflow management software to create your map, if you’d rather have your hands on a keyboard. Here’s how to get started:
What sets off the workflow, or in other words, what’s the problem you’re trying to solve? For example, maybe you want to automate client billing. You’re spending too much time and energy creating, sending, and following up on invoices.
A workflow is a discrete process with a clear beginning and end. Set these boundaries before you add the steps in between. For example, you probably send an invoice when you’ve finished a client project or completed a series of deliverables. That’s the start. The workflow ends when you confirm that you’ve received payment in full.
Consider everything you need to get paid, including any documents, data, communications, approvals, contact information, and more. Note any dependencies and put the steps in order. For example, do you often need to confirm client details, such as addresses or account numbers? Do other stakeholders need to review the invoice?
You can skip this step if you’re a solo contractor or freelancer. Within an organization, maybe you have a colleague who needs to add their hours to the invoice, or a supervisor who needs to approve the bill before it’s sent. Note exactly who is responsible for which steps of the workflow, and sketch in any notifications or reminders you want to build into the process (which can also be automated).
Mapping each step should highlight gaps and inefficiencies in your process. For example, you might want to use a pre-filled invoice template instead of adding key details each time. Or maybe you can pull totals from a database instead of entering them manually. Look for ways to tighten the workflow and automate as many steps as possible.
Now that you know the basics, let’s apply the mapping process to content development and management. Remember that this is simply an overview; the more detail you include, the better equipped you’ll be to automate and streamline your workflow.
The problem: You need to create and publish high-quality content. Start by exploring your options. For example, which platforms do your customers and clients use? What type of content do they prefer – and what best fits your products and services? For example, if you design and manufacture furniture, you’ll want to ensure your content always has strong visual components.
Start: Your workflow might start when a designated team member drafts a social media post, or another person creates a content calendar.
Finish: The content item is approved and published on the appropriate platforms.
Your map will probably include research, drafts, edits, approvals, securing images or photography, uploading or publishing the content, and more. Break the workflow into individual tasks and set deadlines for each item. This will help your team to maintain its momentum.
Determine who’s responsible for each step in the workflow. You can also use task management systems, such as Jotform or Trello, to track and share team progress. With Jotform, you’ll find a wide range of templates you can use to gather information and manage the workflow. All the collected data can also populate an associated table in Jotform Tables.
To ensure that every piece of content meets your brand or company standards, don’t forget to build in the necessary approval steps. Jotform workflow templates can automate the quality control and management process, from content design through to publishing.
Now it’s time to test your system. Run a few test pieces to check the workflow from start to finish. Watch for steps that you could simplify or gaps that stall progress. Your workflow should ultimately make it easier for everyone to do their best work, without wondering what’s next or second-guessing how the process will unfold.
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Mapping your workflows might sound overly technical – and maybe even a little tedious. However, the time you spend visualizing these essential processes will pay big dividends over time. Be patient and go slowly. You’re building a foundation that will enable you to automate your busywork, whether that means sending client invoices or managing a robust content marketing program.
Photo by Anna Shvets