Content Marketing Workflow

Here is the note about how the content marketing workflow should be, from strategy to publishing.

Universal content-creating marketing workflow:

• talk to the team about a topic they care about,
• develop it,
• have the material reviewed by those who provided the information
• present it properly on the website,
• publish quickly
• repeat.

If it’s set up well, it’s a real chance to level up marketing.

Communication with the PRODUCT TEAM

The question about workflow (from data collection to solution deployment) is very important.

The goal of the content creator is to get relevant content from the product team while discussing the essence of their offer.

An ideal example of completed work is when we not only understand the words the product team uses to describe the solution they want to sell but also determine the essence hidden behind those words.

This is necessary to avoid different interpretations of the same thing—both from the product team’s side and from our side as interpreters.

It’s also important to make sure that the wording clients use to search for this solution matches the wording we use. To do this, it’s enough to analyze Google search results—Google has already done this for us. By analyzing competitors’ wording and ideas, we can understand how we are similar and how we differ. Based on this, we can compete, build a content strategy, and create a landing page or blog post.

When talking with the product team to clarify the essence of the offer, we need to ask questions about the workflow for developing our solution for the client.

It’s also important to understand what the ideal client request sounds like.

We can start with a simple question:

“What ideal request should a client come to you with for you to take on the project?”

An ideal client request for understanding the essence of the offer might look like this:

“I need…, because I don’t want… and I want… What can you offer?”

Once we confirm that this is indeed the ideal request for our client, we need to clearly understand—by getting information from the product team—what specific steps take place from the moment the client makes a request to the deployment of the solution, assuming the client has signed a contract with us.

The product and delivery teams definitely have a workflow—at least in theory. Otherwise, we would have to conclude that they don’t have a real solution for the client and that their offer is just virtual testing of some ephemeral hypothesis.

Most often, this workflow is traditional. Or, more precisely, it consists of traditional components if we remove the specific ones. We need to understand what is the part of it and what is not.

Our goal is to reconstruct the workflow.

Another important task is to help the product team provide us with this information because they might struggle to do it with proper wording. After all, they are product people, not marketers.

By understanding their workflow, we can better get the essence of the offer.

A common problem is that after the first conversation with the product team, the essence of the offer remains unclear.

But by default, an offer should be clear.

An unclear offer will be rejected 100% of the time.

Have the material reviewed by those who provided the information

After getting information from your team, you should convert this information into a form that allows your tech team to approve that you’re saying exactly what they mean.

You do it better than they can, because tech experts are not salespeople.

You don’t oversimplify their ideas to the point where the text becomes a high-level sales pitch that doesn’t build trust with potential buyers — anyone can create that kind of text.

Present the material in a way the client wants to see it

And last, but very important, the text must be understandable for the client, because it directly highlights answers to questions that may arise in their heads later or are already there now.

This is what a marketing copywriter should, can, and must do.