How to Streamline Content Creation - A Step-by-Step Workflow
You may have heard of the concept of repurposing content across platforms or creating an overarching theme and applying it to all content types throughout the upcoming month or quarter of marketing. Taking one strong idea and creating content across multiple formats doesn’t have to be difficult! With a well-structured workflow, you’ll bring the topic to life throughout social media posts, blog posts, and more. Let’s walk through some best practices for how to streamline content creation, saving time, maintaining consistency, and maximizing engagement. Thank you to one of FFM’s amazing clients for this blog post topic request! :)
How to Streamline Content Creation
1. Brainstorm and Refine Ideas
First, you’ll want to select a core topic. Start with a single, broad topic that aligns with your business’s message and audience’s desires/interests. Consider current trends, seasonal relevance, or timeless/evergreen subjects.
Then, it’s time to break it down! Detail some main points and subtopics that will come from this main core topic. For example, if your topic is Boosting Holiday Sales, subtopics might include holiday discounts, social media campaigns, and overall customer service tips.
2. Map Out Formats
Once you’ve nailed down the topics, it’s time to decide on the formats. Only choose formats that will work best for the topic based on audience preference and strengths. You may choose one of the following:
Blog Post: This allows an in-depth dive into the topic, featuring examples, actionable steps, and general tips.
Email Blasts: You may choose to feature a brief overview of the topic in an email blast or newsletter, linking back to the blog or videos for more info.
Social Media Posts: A great spot for bite-sized key points condensed via quick-read captions or swipe carousel graphics.
Videos: Another great option for social media, you may choose to create short video clips highlighting one or two core ideas within the topic.
You may also want to consider creating a “content tree” - a visual showcasing each piece of content branching out from the overall core topic. This will help you visualize how each format interconnects and flows.
3. Plan Your Outline
Now, draft a main outline detailed enough to be your reference point across all formats. The outline will include a topic intro, key messages, and call-to-actions for each piece of content. From there, you’ll want to determine which subtopics / points will be best for each format. In the blog post, you could cover all of the main points and include research or examples. On social media, you could feature a few tips (one tip per post) from the greater article and so forth.
4. Develop and Track Ideas
Use a content tracker, whether this be a simple spreadsheet (my personal favorite!), a Notion board or Trello board. Create columns for the core topic, format, specific point, posting date, and status (drafted, reviewed, scheduled, for example). You’ll then plan out your production milestones for each of these formats. Aim to draft the blog post first since it will serve as your foundation, then adapt the social media and video content afterward. Don’t forget to track keywords and hashtags to optimize your SEO and overall discoverability!
5. Draft and Repurpose with Consistency
Write the core piece first, creating the most detailed content at the beginning, fully fleshing out your main ideas. Then, repurpose efficiently! Use your blog post as a base for shorter, digestible snippets that can be put onto social media or used as an outline for a video. Ensure that you’re keeping your brand voice consistent through all, but tailoring each piece of content to its platform. As you repurpose this topic across all touch points, record each update in your content tracker and note any unique edits or optimizations that you made for each platform.
6. Review and Reflect
Make sure that your messaging aligns across all formats. Your call-to-actions should feel interconnected but also personalized to each piece of content. Once you’ve published the pieces, be sure to track metrics to observe what worked well and what could use more work. Having this data will help fine-tune this workflow for future topics!
When you follow these steps, your content will flow from a single idea into a structured, multi-format strategy. I hope that you find that this kind of workflow saves you time and helps you stay consistent and organized in your efforts!
