Lead Generation - Execute Phase
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Task 10:
Task 10:
When our consumers use Gore Connect, our content will be the key to converse with them. Just like we want genuine consumers, our consumers want genuine information.
Knowing our content messaging framework and the content type to create is just a start. We need to translate that into something more actionable. And this is where the content breakdown comes into play.
Here are some key guidelines to keep in mind when generating content for Gore Connect.
Step 1: Establish an editorial calendar
Step 1: Establish an editorial calendar
As content creation on Gore Connect is a collaborative effort, an editorial calendar helps us to align our goals and resources for content creation. The editorial calendar should include:
Date the piece of content will be published
Topic or headline of the content piece
Author of the content
Owner of the content (i.e., who is in charge of making sure the content flows from ideation to publication and promotion on schedule)
Status of each asset
Step 2: Define content creation workflow
Step 2: Define content creation workflow
A content workflow helps ensures content deliveries are met. It is a set of tasks that the team works on together. A typical content workflow includes tasks like these:
Outline
Write
Review
Edit
Approve
Publish
Step 3: Identify content creation roles and responsibilities
Step 3: Identify content creation roles and responsibilities
Content creation often involves a lot of people with distinct responsibilities at distinct project stages. The next step after defining the content workflow is to define who will be involved. The number of roles and what they’re called vary greatly. Some of the most common roles involved:
Content strategists
Writers & Graphic designers, Developers
Subject-matter experts
Project managers, Reviewers (legal, HR, department heads, etc.)
Define each task thoroughly such that personnel in each role know what they need to do to complete their tasks well and achieve the intended goal. If task definitions are left vague, prepare to hear things like “I didn’t know I had to do that” or “That’s not my job” or “I thought Peter was taking care of that.”
After everyone included in the workflow has been allocated their responsibilities, we can define the content format that needs to be worked on.
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