Is Your Content Creation System Structured Properly?

Creating a smoothly running content creation system is one part art, and one part science.  In addition to that, for most people, it’s almost 100% created via trial and error because while most books, seminars and courses spend at least some time talking about the advantages of outsourcing, few go into the subject in much detail and almost none offer much in the way of practical advice.

Allow us to paint a picture with words to serve as an example:

Let’s say you have an online business with a blog.  You have a presence on two social media platforms (Facebook and Instagram, just to pick two), and you make short videos at regular intervals for your YouTube channel.

Based on that, you might hire one person to handle the social media content creation and posting, hire another guy to do videos, and hire a writer to create blog posts for your blog, with the VA you’ve got doing social media also posting the blog content at regular intervals.

On paper, the approach above makes a fair amount of sense.  It’s logical.  It’s organized.  Everybody’s got a clearly defined job and it more or less works, right?

In truth, that’s probably a terrible way to organize your content creation.  Here’s why:

Brand image matters.  In order to create an image for your brand, every piece of content that gets produced and published under the umbrella of your brand needs to have a consistent voice.

With that in mind, do you think that your Facebook and Instagram captions, created by a VA, for whom English may be a second language, is going to have the same voice as the person who writes your video scripts before producing the video itself, or the same as the voice used by the writer creating your blog content?

The answer is a resounding ‘NO!’

You’ll wind up with three very different voices, which means you won’t have a consistent brand image.  You can’t because you don’t have a single point of content creation to serve as a gatekeeper and act as quality control.

Back in the days when you were creating all your own content, that person was you, but if you’re outsourcing, and you’ve organized yourself as described above, you no longer have a single touchpoint that can ensure consistency, and if you want to succeed, you need that.

A far better way to approach your content creation would be this:

  • Assign all content creation to a single writer, or a small team, with one writer taking overall charge of the process and ensuring a consistent voice.
  • Delegate the non-writing tasks to one or more VA’s, with say, one handling the post scheduling for the blog content and social media posts, and a second handling the creation of videos based on scripts received from the writers.

The difference is small, but the effects are profound and will have ripple effects throughout your entire business.

If your current marketing effort isn’t have the impact you think it should, before you do anything else, take a long, hard look at your you’ve got the effort structured.  That could very well be the thing that’s holding you back.

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