Now that you know what type of content you’re planning to create, who it’s for, and where you’re planning to share it, it’s important to make sure you have everything you need to deliver on your content marketing strategy. That involves answering questions like:
- Who’s in charge of producing and maintaining content?
- What human, physical or digital tools and resources do you need to create the content?
- What will your publishing workflow look like, including content scheduling?
Let’s look at each of these in more detail.
Who’s in Charge of Content Production?
This question is about allocating roles. You’ll need to think about who’s in overall charge, as well as who is responsible for delivering individual content items.
This will depend on the size of your company and content team, and on whether you’re doing everything in-house, or farming out content production.
One example of how this might look would be:
- The CEO or chief marketing officer has overall final approval over content and content strategy.
- Your content marketing manager will be in charge of delivering on your content marketing strategy on a day to day basis, and will work with the content team.
- Individuals will create content, according to their expertise.
What Tools and Resources Do You Need?
Next, figure out how you’re actually going to create the content. Your content producers might include:
- In-house content creators
- Specialists in video creation, podcasting, or graphic design
One way to find great freelancers quickly is to return to your Buzzsumo search results, and see who’s written the top content. There’s no harm in approaching them to see if they’re willing to contribute to your content team. You can also find great freelance content producers through networks like Contently, NDash, ClearVoice and similar.
Check out our list of video marketing tips to get started.
Next, work out what your content production process is going to be. For example, for a typical blog post, you might have to:
- Create an outline and have it approved
- Write the post
- Create accompanying images
- Send the post to the editor
- Make any changes
There’s just one more thing to do before you get started on researching and creating pieces of content: creating a content calendar, so you know what’ll be published when. We’ll look at that in the next step.