This Guide will enable you to:
One of the biggest challenges for any brand publishing team is figuring out how to create high-quality content, consistently and efficiently, week-in, week-out.
The first reason for this is speed. Gone are the days of spending weeks or months on posts and long-form reports. Modern brand publishing teams operate similarly to daily newsrooms, and rely on carefully installed processes that allow contributors to not only find ideas, but execute on them repeatedly and produce a consistent stream of articles, posts, podcasts, videos, newsletters and other types of content.
This means that publishing teams need their own ways of working. One of the most common structural mistakes made with brand publishing operations is subsuming them into marketing teams. Even if the publishing team in the company does report to marketing, or something akin to that function, it can be helpful – and even necessary – to create operations that are independent from marketing; that includes content focused meetings, calendars and thinking time.
Having a clear and set operation for any publication will mean a steady stream of content, and more importantly, also clear review and feedback processes that retain quality. There needs to be a system that creates ownership for execution, versus just for strategy.
Successful brand publishing operations build their editing processes on four key pillars:
- Run pitches and review processes effectively: Pitching should be the bedrock of any content group, ensuring that there is a steady flow of ideas from writers and other teams at all times.
- Structure a team’s operations to create momentum and consistency: Setting certain processes will help create keystone habits that ensure there is always enough content so production never feels stalled.
- Ensure quality and quantity of content remains in line with the goals of the organization: Any process should ensure there are checks and balances so quality of content remains high even while momentum is maintained.
- Build a content calendar framework: Content calendars designed for publishing operations can keep the team on track and communicate to the wider organization.
This Guide will walk teams through this operation process and provide a framework that can be implemented immediately to create a well-running operation. It’s designed for companies who want to take cues from the world’s most prominent newsrooms and media brands and apply them to their own brand publishing operations to create great content in an editorial-first, efficient and effective way.
Setting a pitch process
Long before hosting collaborative content planning meetings, brand publishing operations need organized processes in place, where clearly defined editorial missions can shine and talented writers and content creators can solicit ideas, approve those ideas, and turn them into great content. Taking cues from journalism operations can be helpful in this regard. A publishing pitch process is a step-by-step approach to asking for and generating good story and content ideas and then ensuring that they happen.