Thread by @Komallahuja

Content strategy & writing are just tips of the iceberg.

In reality, content marketing has many moving parts, chaotic workflows and heated cross-functional discussions that actually lead to publishing 1 piece of content

Here are 3 things top brands do to produce great content:

1. Create Standard Operating Procedures (SOPs)

Most brands function with a combination of in-house and freelance folks

With new freelancers joining regularly, it's impossible to repeat all guidelines or edit the same things—it's time consuming, affects consistency and quality

Instead, they create SOPs for the minutest of things like how to embed graphics in the articles, give graphic briefs or how to use the brand style guide

Takeaway: Document procedures using GDocs, @loom videos or a documentation tool like @ScribeHow

2. Use a project management tool as their holy grail for collaboration

The way I've seen some brands use tools like @clickup spins my head

They've created solid systems to pass the work from one person to another with integrations and triggers that automate the entire process.

Their content calendars are synced.

They’ve broken down even the smallest of tasks like ensuring each piece gets an A- in Clearscope as a different activity on their list

And they're uber prompt on deadline management and collaboration.

Takeaway: a robust content workflow using a project management tool is ideal to ensure there's not a lot of back and forth, and there's no grey area about what each person has to do.

3. They make context-based edits by referring to the brand style guide and product messaging

Since I majorly write product-led content, what I've noticed is more than grammatical suggestions, editors and strategists are concerned about getting brand-specific things on point.

This includes nailing the tone of voice, addressing their readers in the right way, strategically positioning the CTAs, or even getting the product messaging right.

They focus on things that align with their marketing and business goals. So, they're not chasing metrics (ctd)

But they're more concerned about getting the specifications right to slowly build thought leadership with each piece of content they publish and thus drive business metrics, more than marketing metrics.

⚡️So, remember these things when you're collaborating with a startup next time, because the basis of their content marketing success isn't going to be what content they produce, but what systems "lead" to the content being produced.

Ultimately if your foundations aren't right, the entire machinery will fall apart so focus on that.

Do you think systems and frameworks largely define success?

#contentmarketing