A Foolproof Blog Workflow to Help You Stay Productive

Creating quality content for your organization can be a struggle. We get it. It requires significant effort, time, collaboration, and brainstorming from multiple facets of your marketing team. Whether it's social media content, blog posts, or email drips, steps must be in place to help streamline the content creation process. That's why establishing an efficient workflow for content creation is crucial to ensure smooth content production and maximize the impact of your marketing campaigns.

What is a content creation workflow?

Content creation workflow is a streamlined process that determines how your organization produces content. This usually involves assigning specific roles and responsibilities to each team member involved in the process and outlining the steps that each piece of content goes through from conception to publication. If any other necessary documents, tools, or resources are needed during the process, they should also be included in the workflow.

At Wild Coffee Marketing, we understand that content creation workflows are vast, so this blog will focus on one specific part – blog workflow.

Let's dig in!

Blog workflow is another element of content creation workflows. It’s a hyperspecific process to help create high-quality blog content. Without this workflow, important details like optimizing images and adding internal links can be overlooked. 

A blog workflow standardizes the production process for all blogs. It also ensures everyone is on the same page, highlighting areas of clear ownership and expertise between team members. At Wild Coffee Marketing, this makes things easier for our team, helps everyone know what needs to happen next, and allows our crew to scale efficiently. 

For our company, blogs are a shared task between the account and content teams.

The Wild Coffee blog workflow has allowed us to drive impactful blog content for our wide range of clients. Our account team is in charge of research and development, publishing, deploying email promotion, and determining blog content refresh. The content team is accountable for production, social promotion, and repurposing key messaging into snackable content that can be amplified across multiple marketing channels.

Research & Development

Our account teams are responsible for topic selection, which is a crucial part of the research and development process. This involves aligning the content with the target audience, product, and client perspective. The content pillar (topic) must be clearly defined, and the key message should be highlighted.
To ensure the content is optimized for the target audience, industry, competitor and, keyword research is conducted. All of this is included in a detailed content brief, including targeted keywords, links (internal and external) that should be included in the post, and any reference links that may be useful for the content writer.

Pro Tip! We recommend conducting thorough research with Semrush, general Google searches, and other tools (like chatGPT & AHREFs).

Production

The next step in our blog workflow process is production, which involves our content team handling the following tasks: 

  • Writing the first draft of the content 
  • Editing the draft for quality and accuracy 
  • Creating graphics and sourcing images if required by the client 
  • Verifying the title’s suitability using a third-party tool 
  • Revising the content to make it more engaging 
  • Checking readability and search engine optimization (SEO) using third-party tools.

Pro Tip! For SEO score, we recommend using Semrush. You can also use Semrush, Grammarly Business, or Small SEO Tools to check for unintentional plagiarism.

Publish

Once the client has given the final approvals, the account teams can run through the following checklist to publish the completed blog to ensure everything is in order: 

  • Is the blog fully optimized by the client website’s SEO plugin?
  • Do all links within the blog open in separate tabs? 
  • Are headings and lists formatted correctly? 
  • Are graphics high-quality to not slow down page loading speed, do they have alt text, and are they sized appropriately? 
  • Can I bold specific phrases to make the text easier to read quickly? 
  • Have all headers (H1, H2, H3, etc.) been adjusted accordingly? 
  • Is all meta description information filled out? 
  • When previewing the blog, does it appear properly on both mobile and desktop? 

Once these boxes are checked, our account team publishes the blog and submits the final URL to Google Search Console for faster indexing. After 1-2 weeks, check that the blog is indexed. Lastly, they’ll update our internal CRM and add the live URL to the published content inventory.

Promotion

The next step of the blog workflow process involves promotion, which is done by the content and account teams. This includes creating social media posts to be shared across platforms and email deployment. 

Pro Tip! To maximize reach, account teams will follow up with the client and have them email blogs to partners to share with their networks.

Repurpose & Refresh

The last few steps of the blog workflow process happen over time through repurposing and refreshing content. 

The content team works to repurpose key messages from blogs into content calendars. This is done by creating bite-sized content for social media platforms to keep the target audience engaged. 

Account teams conduct a quarterly review of blog content to ensure that the blogs remain relevant. They check the blog’s ranking using Semrush or Google Search Console for specific keywords with high impressions but no clicks. If it makes sense to do so, the blog can be expanded and the headlines tweaked by the content team. During this refresh, stats used as sources are updated, and relevant links are added or revamped, too.

Pro Tip! It is important to note that it may take 6-9 months for a page to start ranking organically before proceeding with a refresh. 

Things To Remember…

Our blog workflow is designed specifically for our team to streamline our process, overcome bottlenecks, and meet deadlines. Not all workflows are bible – find a way of working that fits your own team’s strengths. That being said, here are a few things to remember to keep everyone aligned:

  • It’s helpful to establish midway deadlines and connect regularly. 
  • Set standards and clarify expectations. Account teams want to avoid receiving a rough draft that they would consider an outline.
  • Bake in time for your approval process. Do the client and their five brothers need to review the blog before signing off? Consider that when setting your publishing deadline so things stay on track.

At Wild Coffee Marketing, we are a trusted strategic advisor and outsourced CMO for our clients. We equip our clients with a dedicated and experienced outsourced marketing team that is committed to driving results through innovative marketing initiatives and world-class creative. Our team of marketing experts offers comprehensive strategy, creative execution, and bench strength to help businesses expand, scale sustainably, and drive sales through high-impact marketing strategies.

Book your free consultation today to learn how we can serve as your strategic partner and extension of your marketing team that will accelerate your growth.

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