The Importance of Content Marketing Workflow


Over the last year MarketingWise has blogged about the importance of creating a content marketing strategy and then implementing that strategy consistently throughout the sales cycle.

Indeed, implementation is key and determining how to best leverage the content you create, manage your resources, be accountable to deadlines and facilitate collaboration are necessary steps.

Ugh!! This is an enormous undertaking. The importance of the content marketing workflow cannot be overstated – but how do you keep track and manage so many moving parts? How do you manage the full spectrum of the content marketing puzzle?

Don’t despair. If you take into consideration the four steps below, you will be able to manage your content marketing workflow much more easily and thoughtfully.

Four Main Components of Content Marketing Workflow


Having an overall plan ensures a steady flow of content to engage your audience meaningfully:

  • Research your target personae – What are their interests? Needs? Pains?
  • Plan a content strategy that will resonate with your specific audience/market
  • Align your strategy with your marketing message and sales cycle
  • Be thought leaders – know your industry intimately and stay on top of new trends and developments


Creating a content/editorial calendar that is designed to manage, maintain and control the assets of your content marketing strategy will ensure a steady flow of content.

  • What assets and resources do you need? – Will you be creating blogs posts, infographics, white papers, videos, case studies?
  • What topics? – Align with your marketing message and your target audience’s interests and needs
  • Establish keywords – know what your audience is looking for and benchmark against the competition
  • Allocate necessary resources and assign tasks to specific team members; create due dates and publication dates
  • Use the editorial calendar to enhance collaboration - track drafts, edit, approvals and feedback


Make sure you know through which channels your content will be distributed – this can also be tracked on the editorial calendar.

  • Media destination – will the asset be distributed via Twitter, Facebook, email, website, blog – or several of these channels, all at once?
  • Establish your target audience – where are they hanging out? What information do they need at what point in the sales cycle?
  • Determine the ideal time to post content to different media channels for maximum amplification
  • Consider how content can be repurposed – a white paper might provide great material for a series of blog posts, for example.


This essential step in the content marketing workflow is all about analytics, analytics, analytics! Don’t forget to measure and learn about how your content marketing strategy has performed.

  • What was consumed?
  • What leads were generated?
  • How many conversions?
  • Track social shares, social chatter

These four components of the content marketing workflow are equal parts strategy, heavy lifting, and science that will lay the foundation for a successful content marketing campaign.

Your turn

We are thrilled to announce that MarketingWise is preparing to launch the next generation of marketing automation software with content marketing workflow features and capabilities.

Make sure you are on our list so you don’t miss out on important updates and announcements.

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  •    Reply

    Hi Jill,

    Planning can be a pain but it does save us time in the long run. I enjoy your approach here ;)


  •    Reply

    Good post and I becoming a thought leader is a great idea because it forces you to write better content. Interested to hear more about your platform!

    •    Reply

      Thanks for your comments Ian. Please make sure to sign up on our website so you don’t miss out on information about our new platform.

  •    Reply

    Hi Jill,
    You literally poured out my mind, but in more refined and petite form.

    The days of traditional advertising are long gone. If you can’t interact with your prospects and make them trust you enough to trust and love you, then the odds of them buying are really slim.

    Definitely, you’re backing up your thoughts with practical actions. The latest design website and ease of usability on your website are essentially superb.

    Keep up the great work.


  •    Reply

    Planning is definitely a good thing. Especially in the long-run. I just find that the digisphere moves so quickly that I feel like I am wasting time when I am planning for things way in advance. It’s that kind of “feel of missing out” syndrome!

    SEO is by nature very analytical – needing spreadsheets etc to keep track of everything and of course, this is important. However, for social marketing, I believe the day to day running of accounts is more instinctual. It is about engagement, and you can’t always plan for these things. I think the trick is to find a way to incorporate both the proactive planning and the instinctual reaction together to fully benefit from all that digital and content marketing has to offer.

    •    Reply

      Thanks for the feedback. I do not disagree with you, there is most definitely a place for both proactive planning and following your instincts especially when using social media channels.

  •    Reply

    Oftentimes, measuring the success of a particular content is skipped. What this does is give an assessment on how compelling the content is. This is where the value of a plan lies.

  •    Reply

    Hi Jill,

    I’m one of those people that don’t really plan the posts on my blog. I tend to just write the content and then hit publish it.

    I may need to take more time planning it. Thanks for sharing and I hope you have a great day.

    •    Reply

      Hi Susan,

      Thank you for your comments. I find I do best when I plan out most things. Planning doesn’t mean inflexibility or an inability to be responsive to changing events. In fact proper planning provides me with some structure and eliminates a certain amount of stress when you find you need to change course last minute.


  •    Reply

    Hey Jill

    Nice clear illustration of the main areas we need to care about in getting our ideas out there.
    All the best with your platform too. I am sure you will be helping a lot of people

    •    Reply

      Hi Ashley,

      Thank you very much for your comments. I hope that you have signed up so you do not miss out on future information for our new platform. Stay in touch.


  •    Reply

    Hi Jill,

    I couldn’t agree more. Without a workflow we actually adhere to, it’s very difficult to stay on track with content creation, follow-up with commentators and email, and monitoring results along the way.

    - Cole

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