How to know if your content workflow is working (and what to do if it’s not)

Daniel Cooley

How to know if your content workflow is working (and what to do if it’s not)

As hyper-personalization becomes a business imperative and the demand for content continues to increase, a well-defined, smoothly operating content workflow can be the difference between an organization that thrives and one that struggles to stay relevant.

A content workflow outlines the process from content creation to publication, ensuring that everyone involved knows their roles and objectives. When done right, it not only boosts productivity and ensures timely delivery but also reduces production costs and enhances the overall quality of your content. This ultimately translates into increased market share, heightened brand awareness, and a healthier bottom line.

Here's how to identify and address issues with your content workflow if things aren't going as planned.

Common red flags

Despite your best efforts, workflows sometimes hit roadblocks. Here are some signs that your content workflow needs a tune-up:

Missed deadlines

If your teams consistently miss deadlines, the first step is to identify where the delays are happening in the workflow. Once you’ve pinpointed where production gets bogged down, you can analyze and address the root causes, such as pressured timelines, a lack of resources, or missed content handoffs between departments.

Communication breakdowns

Poor communication can cause misunderstandings and inefficiencies. Signs of poor communication include misaligned expectations, confusion about roles, or conflicting instructions. Collaboration can be improved by implementing regular check-ins, clarifying roles and responsibilities, and encouraging open communication channels.

Decline in content performance

If you notice that your audience isn’t engaging with your content as much as in the past, keep a close eye on metrics like website traffic, social media interactions, and email open rates. Armed with this data, you can begin to adjust your content strategy accordingly and conduct user testing to get more insight into what works best for your audience.

Strategies to improve your workflow

Technology solutions

Project management tools are an efficient way to manage the content creation process. Products like Adobe Workfront can enhance teamwork, increase productivity, and help you achieve your content goals.

Collaboration platforms help teams work together more effectively, offering a centralized platform for team communication, file sharing, and task management. These tools, such as Slack or Microsoft Teams, allow for real-time answers and discussions, streamlining communication and enhancing productivity.

Team training and development

Investing in your team's skills and knowledge gives your team members the necessary skills and knowledge they need to do their jobs well. Moreover, encouraging ongoing learning and fostering a culture of continuous improvement within your team can lead to higher job satisfaction and better outcomes for the team and your organization as a whole.

Agile workflow adjustments

It's important to stay adaptable and adjust your workflow based on feedback and data. In addition to keeping an eye on analytics, this also involves actively listening to the opinions and ideas of your team members and taking them into account when making decisions or implementing changes.

While it can be tempting to make big changes all at once, it’s usually more effective to take a step-by-step approach and make small, ongoing improvements so you can monitor the impact of each change and make adjustments as needed. This iterative process allows you to refine your processes in a more systematic and controlled way, ultimately leading to better results.

The bottom line

A well-oiled content workflow is the backbone of any successful content marketing strategy. Identifying red flags and taking proactive steps to address issues can make sure your content production remains efficient, effective, and aligned with your goals.

Schedule a call with our specialists to assess your content workflow and see how we can help make sure it’s on the right track.