Proper planning prevents poor performance. This is as true for content marketing as any other realm, and content marketers frequently leverage an established workflow to improve content production. To make the creation process more predictable and improve the likelihood of success, many content teams use templates. Particularly for teams with multiple stakeholders, content production templates are a must.
Content marketing requires scale and consistency. Templates help ensure consistent content delivery and enable you to scale with resources.
You’ll need someone with a working knowledge of the creation process to build out a meaningful content template. A quality template should include attribute fields for content, including writer, title, and campaign.
For greater creation efficiency include the ‘steps’ of content production. For example, when creating an infographic you might have steps such as “collect data,” “interview relevant parties,” and “pass off to designer”.
The value of templates stretches beyond streamlining processes. Phil Harding at content marketing agency Grist uses them to think outside the box:
“...the template is there to challenge and inspire contributors as well as covering the essentials. A few probing questions such as ‘What does this look like from a client perspective?’ or ‘How does this work in practice?’ can help uncover the nuggets of information that readers will value most.“
For more insights on streamlining content production with templates, read Harding’s original article below.