Creating the perfect marketing workflow with ClickUp and ContentCal
28th January 2021
It's been estimated that the cost of inefficiency within marketing teams, particularly in B2B orientated businesses, is $958 million. This makes operational efficiency a key area for marketers.
One area of this inefficiency is often within the content marketing process. Content marketing by its nature involves numerous stakeholders; through research, planning, copywriting, creative production and publishing. With a this many steps and people involved, it’s of little surprise that the content marketing process is rife with inefficiency.
But it doesn’t have to be this way!
With an ever-increasing volume of content being produced and an ever-increasing demand from businesses to invest in their content marketing strategy, there are systems, tools and processes that can help you get on top of your content marketing workflow.
Looking for more information on managing your social media workflow specifically? Check out this blog.
Research and Strategy: Following the research phase, the content strategy needs to be documented. Oftentimes, this is documented in a humble Google Doc.
Task Management: Secondly, this strategy needs to filter down into tasks. These tasks are assigned to individuals to deliver on the tactical elements of the strategy. For example, if our strategy was to gain a share of voice in the ‘content marketing’ category, we would create tasks for each blog we write that addresses each keyword we want to rank for, as per our keyword research.
Content Production: This step is often the key culprit of inefficiency. At this stage, we are creating content to address the assigned task, Which includes copywriting, reviews and approvals, and creative production.
Publishing: Finally, the fourth step is about publishing that content and distributing it across multiple channels. What we often see is businesses investing large amounts of time into content, but not pushing and sharing the content nearly enough.
Let’s connect these four steps and bring in some tools to help.
Research and Strategy: While the strategy document can still live as a Google Doc, we need to ensure all team members have visibility as to what they are working towards. So, here we want to store this strategy document in ContentCal in the ‘Notebook’ area at the top of your Calendar. This provides complete alignment across your team.
Task Management: Enter ClickUp. ClickUp is one of the fastest-growing project management tools and contains all the features you need to plan tasks, assign tasks to team members, track progress and work to deadlines. It’s perfect for getting a bird's-eye view over your content marketing processes and ensuring all team members know what they need to do. The tasks that make up the strategy can be added to ClickUp and assigned to relevant individuals. To make this process work, you’ll need to use ‘Statuses’ in ClickUp. Statuses allow you to set stages for your work such as ‘Planned’ ‘In Progress’ ’Editing’ and ‘Complete/Live’.
Content Production: Here is where we want to connect ClickUp to ContentCal to ensure we have a slick process from task assignment to production. We do this through Zapier (watch the video guide below to see how to set this up). What we want to happen, is that when a task hits a certain ‘Status’, such as ‘In Progress’, the contents of that task is sent to the Content Hub in ContentCal. ContentCal will be the tool used to manage copywriting, reviews and approvals and creative production. This streamlines the process of task assignment through to production and once in the production process, provides a single system where all of the team can see what they are working on, what’s waiting on approval and everything that’s going out across channels, all from one calendar view.
See this in action here:
Want to use this Zap? Here's a template we made earlier.
- Publishing: With ContentCal, we’ve now connected the strategy, task management and content production steps together. Now, all that’s left to do is publish. Using standard publishing channels in ContentCal, as well as the ‘Custom Planning Channels’, we can easily plan our content distribution across multiple channels. This ensures all the content we’ve spent time creating gets distributed as far and wide as possible. To publish your content, you just need to connect your channels. Your social channels can be connected within the ‘Setup’ area of your Calendar. Keep in mind that you can also connect to the personal LinkedIn + Twitter profiles of your team members to further maximize social reach. If you make use of integrations via Zapier, you can even publish content from your Planning Channels to sources such as Medium for long-form content created using the Articles feature.