Can you write a quick blog post for me?
Did anyone proofread that landing page?
When is this ebook draft due again?
Sound familiar? Chaotic questions like these are a daily occurrence when you’re a content marketer at a large or fast-growing organization.
Content marketing generates 3x more leads and costs 62% less compared to outbound marketing, so companies have doubled down. Not only do 91% of B2B organizations use content marketing, but 36% also expect an increase in content marketing budget in the next 12 months, according to the Content Marketing Institute (CMI) and MarketingProfs report B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America.
Content is still king—but the crown is heavy. Despite the need to meet increased demand, just 9% of marketers have developed a systematic content management process, from production to distribution. Barely half say they have a “formal workflow process” to help plan, deliver, and create content.
Tracking deadlines, coordinating workflows, managing resources, and communicating with team members and stakeholders are among the top content marketing challenges uncovered in a joint 2018 CMI and SEMrush survey of 1,884 content practitioners.
But it doesn’t have to be this way. Need proof? Look no further than Wrike’s own content marketing team!
Bring on the Bubbly
Wrike’s content team is growing—and fast! Over the last year we’ve doubled in size. We field requests from teams including product marketing, demand generation, sales enablement, customer success, event marketing, and product. You name it, we write (or edit!) it: ebooks, blog posts, case studies, emails, landing pages, ads, social posts, and video scripts.
This rapid growth introduced new content management process challenges and collaborative opportunities. Here at Wrike we eat our own dog food—or drink our own champagne, as we like to say—so we were able to quickly adapt our workflow to meet our evolving needs and increase our momentum. Let’s dig into how we manage content projects in Wrike!
Juggling Requests from Across the Globe
In addition to executing SEO content strategy, advancing brand messaging, and other strategic initiatives, content marketing also acts as a service organization. Other parts of the business need us to succeed—which is awesome. But the volume and variety of requests pouring in gets overwhelming if you don’t have a clear and consistent way to capture and assign them.
Wrike’s content team uses Dynamic Request Forms to manage incoming work and get all the information we need to execute upfront. Thanks to the ability to easily customize Dynamic Request Forms, we’ve tailored them to work for our team’s unique needs. When someone submits a content request, they must first choose whether they need us to proofread, edit, or write something.
After they provide some general information around the request’s target audience and business value, they choose what type of content they need help with. They are then directed to a page with questions specific to the content type they select.
For example, if a requester needs ad copy, they’re asked to give character counts and screenshots of where the ads will appear. This information is unnecessary for blog posts. Blog post requesters are instead asked to provide a working post title, short summary, etc.
Submitting a request automatically generates a task with all the requesters’ inputs in the description. Requests for blog posts are sent to a designated blog post folder, UX copy requests are sent to a UX/UI folder, and so on. They also appear in a request queue on our Content Dashboard (more on that in a minute). Tracking and assigning requests has never been easier!
Enhancing Creativity with Templated Processes
Wrike’s content team works hard to make sure every content piece we write is unique. But creating content at scale requires more than artistry—it’s a science. Finding the right content management process and sticking to it is key to efficiently and repeatedly producing high-quality material.
Templatizing projects in Wrike saves us from reinventing the wheel each time we write a new piece of content. We’ve built project templates with tasks and timelines for our most common content types, including blog posts, ebooks, case studies, and videos. Simply cloning these templates allows us to dive right into new initiatives using a proven framework.
For example, our blog post template has tasks and subtasks to:
- Outline the blog post
- Identify key stakeholders needed for approval
- Do SEO research
- Interview sources
- Draft the blog post
- Submit a design request for images
- Edit the blog post
- Amplify the post
- Measure traffic
Tasks are structured in order of operations and have appropriate time durations in place. Task descriptions are pre-filled with repeatable tactics and instructions, and also feature placeholders for additional information like working title, post summary, and target audience.
Wrike templates prevent important details from slipping through the cracks, as well as give our team more time to focus on creating top-notch content, rather than completing administrative tasks.
Keeping Projects on Track via Custom Workflows & Dashboards
The bigger the team, the more projects change hands, and the more likely dates slip and details go missing. Does your editor know it’s their turn to review? Can you tell when they’re finished? How does management know whether projects are progressing or falling behind?
Wrike’s content management process features a custom workflow with 14 distinct statuses that make it easy to keep our tasks on track:
When requests are accepted, our team’s managing editor creates a project and marks the first task as “Planned.” Once writers begin working on their pieces, they change the status to “In Progress.” When they’re finished, they attach their first draft to the task and update the status to “In Review.” The managing editor is automatically assigned and knows the ball is in their court.
The team uses a Dashboard to track task progression through the workflow. Each status has its own column, allowing everyone to see who is working on what and where tasks stand in a single glance. The Dashboard also makes it easy to spot when work gets stuck and needs extra attention.
For example, in the screenshot below, the due date of the first task in the “Planned” column is red, signifying it’s overdue and requires follow-up.
Nailing Deadlines with Integrated Calendars
Content marketers live and die by deadlines. But viewing due dates for blog posts, ebooks, webinars, case studies, and more in a single calendar is overwhelming. Important dates get buried, and it’s difficult to reconcile scheduled tasks with dependencies and underlying work.
Wrike Calendars allow our content team to create individual calendars for each content type. The ability to color-code and layer these calendars creates a single view that clarifies deadlines and dependencies. It also makes it easier than ever to identify scheduling conflicts.
Scheduled tasks contain all related information, files, and conversations. Deadline changes made directly within tasks are automatically populated in Wrike Calendars in real-time. This means Wrike Calendars always reflect our most up-to-date plans and schedules.
Wrike’s content team shares its calendar with other departments, and vice versa. This makes it easy to collaborate and coordinate efforts across teams. For example, if we have a product announcement blog scheduled to go live before the product launches, Wrike Calendars lets us know!
Cheers to Content Marketing Success
We’ve covered just a few of our content team’s favorite Wrike features. Curious about how we use Wrike reporting, Proofing & Approvals, or another feature? Ask us in the comments—we’re happy to share!
Interested in how Wrike can help your content management process and make it easier to track deadlines, coordinate workflows, manage resources, collaborate with key stakeholders, and more? Sign up for our free 14-day trial. Cheers!