Ask the Expert

4/26/2016

- Khrysti Nazzaro, Vice President, Brand Strategy

Q: I’m overwhelmed by our brand’s never-ending content needs. Do you have any tips to help make it more manageable?

Assuming your content production is being driven by a cohesive strategy – if not, stop there and architect that – we have a few areas we suggest you focus on to ease content from being taxing and make it more useful and enjoyable for your team.

  1. Get organized or stay organized
    • Know your needed content types: blog posts, web page/product updates, etc.
    • Keep it all scheduled in a content calendar, with topics researched in advance
    • Maintain that
  2. Stop – don’t produce content for content’s sake
    • Think strategically about seasonality and evergreen topics as well as what channel will be the right fit for each of these types of content.
  3. Make it easier on yourself to write/produce content
    • For topics you want to write about – create an outline (Who, What, etc.), fill in 1-2 sentences for each – you’ve nearly got a post
    • Enlist help from experts within your own organization, such as your design team, and conduct interviews
    • Consider outsourcing
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