Content structure
Before we dive into content creation, it’s crucial to define a clear content structure. This helps avoid unnecessary complications, saves time and resources, and gives us a better understanding of how everything will work together.
In my experience, poor planning often leads to duplicate efforts, wasted time, and overspending. To prevent this, content should be strategically organised according to the types we regularly work with. The most common formats include:
- Articles
- News
- Newsletters
- Videos
- Podcasts
- Surveys
- Presentations/Slides
- Downloadables
- Comments
- Social media posts
These content types can also evolve into sponsored content, so it’s important to consider that in our planning. However, advertorials and direct advertisements are not included here.
In addition, we also have typical website content, such as:
- Home page
- Section/Category pages
- Listing pages
- Search results
- Landing pages
Coordination between departments
Before content creation begins, it’s essential for the Editorial and Digital Marketing teams to collaborate. Proper planning can maximise the impact and reach of each piece of content.
This coordination affects more than just the theme or length of the content. It involves understanding how ready the reader is to consume the material, and what action we want them to take after doing so.
Practical example: Timing and format
Imagine we create an article about the best spots in Palma de Mallorca to enjoy a Negroni. It wouldn't make much sense to send the full article in a morning newsletter, as engagement is likely to be low.
Instead, it would be more strategic to schedule this article in a newsletter or social media post around the local time when readers are planning their evening activities. You could also assign it to a category like "Dining Out," and send content in this category during relevant time slots.
In terms of format, sending the entire article in the newsletter might not drive the action we want, which is for readers to visit our website. A more effective approach would be to send a summary, encouraging readers to click through to the full article.
Additionally, we could create different versions of this content for various platforms, such as slides for Facebook or LinkedIn, reels for Instagram or TikTok, or even podcast segments that reference the article. Each platform requires a tailored approach depending on our audience acquisition strategy, target audience, and the content’s theme.
By planning properly, we can avoid bottlenecks in the publishing process. Whether it’s social media posts or newsletters, much of the work will already be prepared in advance by the Editorial team.
Focus on audience interaction
Our ultimate goal should always be to increase audience engagement with the content. More interactions lead to more advertising revenue and higher subscriber counts.
How to avoid mistakes when publishing content
Accepting that mistakes happen is important—but we should take steps to reduce them.
I’ve often seen errors, such as spelling mistakes, end up in published articles. In many cases, the editorial team was blamed, even when the fault lay elsewhere.
Common issues in the editorial process
One example I encountered involved several people exchanging corrections via email, creating a lengthy chain of changes. Sometimes, the content was correctly revised by the editorial team, but then a second editor would send a new version with additional changes, erasing the earlier corrections. This kind of disorganisation often leads to mistakes.
Another common problem is broken links in social media posts. This could happen because the content was deleted, the link was changed, or the post was published before the news went live.
Using technology to prevent errors
Thankfully, technology can solve many of these issues. Modern content management systems (CMS) allow multiple team members to edit an article simultaneously, just like Google Docs. Additionally, workflows can be set up to ensure that content isn’t published until it’s been approved by the necessary people.
Moreover, there are tools available to check for broken links before posting on social media, and AI can help detect spelling and grammatical errors during the writing process.
By using these systems, we can greatly reduce the chances of errors slipping through the cracks.
Final thoughts
Defining a clear content structure, ensuring proper collaboration between departments, and leveraging technology to avoid mistakes are essential elements of a successful content strategy. By focusing on these areas, we can enhance the efficiency of our publishing process, improve audience engagement, and ultimately increase revenue.
Main image credits: Freepik
