Defining a Content Production Workflow
According to Robert Mills of the Content Marketing Institute, association content teams should define workflow before any content creators' fingers hit keyboards or pens touch paper. What is content workflow? It's a series of tasks a team must complete for each content type, whether it be a web page, blog post, or other form of content the association regularly delivers. "Content Strategy for the Web" author Kristina Halvorson says a content workflow determines "how content is requested, sourced, created, reviewed, approved, and delivered." Those associations that leave their workflows undefined often find it difficult to keep track of a large number of projects. "A defined content workflow tells people in all roles where the content is in the process when their turn comes," Mills concludes, "and it clarifies what they must do to deliver what's needed when it's needed."
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