Content is an important part of e-commerce marketing. Often, content marketing starts with a consistent, well-written and well-managed blog.
For individual businesses and small businesses, you can manage a blog and its associated content ideas with a spreadsheet or note on a Google document. This is especially true if an author writes all the content.
As the company and its content marketing program thrive, managing content ideas, articles, and authors can become much more complex.
In this sense, running a blog becomes a bit like managing a factory. Instead of producing widgets, the blog publishes articles. But both are step by step processes to deliver a product continuously.
Kanban for the content
Pushing this manufacturing analogy a step further, content marketers can use a Kanban system to manage how raw materials (content ideas) reach workers (writers) and are handled (editorial workflow) .
Kanban has a long history of success. It can pull products (blog posts) through a workflow if it is well managed. What’s more, many companies with great content marketing programs are known to use a Kanban system. These companies include Buffer (a content sharing platform) and Zapier (an API service). Publications, including Mashable and ReadWrite, also use Kanban to manage content.
Writing Lists, Workflow
A Kanban system consists of boards, lists and maps.
A Kanban system includes a table, several lists, and maps representing specific tasks In a kanban board for your company’s blog, the cards would likely represent the different items of blog.
A table usually describes a project. Thus, a single Kanban board can represent the blog of a company.
The lists are represented as columns on the Kanban board. They describe the status of maps and largely define the workflow.
While working with a Kanban board, imagine that the lists on the right side of the board are like vacuum cleaners. They want to draw cards from the list immediately to the left in the workflow.
The last Kanban element, a map, describes specific project tasks. For a table on the contents of the blog, the cards represent the articles of the blog.
Let’s set up an example of a blog content forum with some lists. The lists you create should reflect the true workflow of your business. This list of examples represents a fairly common blog publishing process. The lists are described from right to left, to reflect the kanban attraction.
- “Ready to Publish”
- “In final revision”
- “Art and graphic arts in progress”
- “In the editorial journal”
- “In progress”
- “Ready for composition”
- “Ideas for the article”
Next, describe what each list represents in the Kanban workflow.
“Ready to Publish” is the last stop for items on the Kanban board. The cards in this list represent items awaiting publication. The card will be archived when the article is published. An empty or almost empty “Ready to publish” list must be filled with cards from the “In final review” list.
Blog articles that have a copy and a drawing and that just need a final reading are on the list “In Final Review”. These articles must be formatted for publication before moving on. If there is a problem with the publication, the card may be returned to an earlier list during the review of the message.
As before, an empty “In Final Review” list wants to remove cards from his left.
The “Art & Graphics in Progress” list represents the stage of the workflow in which designers and graphic designers process the images provided by the author of the publication and create the additional graphics required for the publication.
The “In Editorial Review” list concerns cards (blog posts) that are in various stages of editorial revision. At this stage, cards may be pushed to the left for revisions or additions, at the request of a publisher. Cards that come out of this list should be well written and grammatically correct.
A blog article is “In Progress” when writers are researching or composing. For this particular Kanban board, the “In Progress” list is where much of the work is done. It will not be uncommon for cards to return to this list to be reworked.
Some Kanban systems will limit the number of “In Progress” cards. So, for a blog, no author can have more than one card in the “In Progress” list at a time.
When a management editor sorts the pile of blog post ideas (I’ll get to that list in a moment) and discovers a gem, this publisher can move the card into the list “Ready for the composition”. At this stage, an article topic and a hook have been defined. The card is ready for an available or assigned writer to start working when there is room in the “In Progress” list.
Like all lists of a Kanban system, the “Ready for Composition” cards with the highest priority should be at the top.
The leftmost list of our Kanban forum on blogs is for “Article Ideas”. This is the brainstorming section of the workflow. Authors, publishers, and just about anyone in the business should be able to submit an idea for blog posts. A publisher then selects cards of interest, discusses them, takes notes and moves them forward.
Collaboration with Writers
Kanban can also facilitate collaboration. Many Kanban tools allow free accounts. Authors, even freelancers, can create an account and (by invitation) interact with your forum. Within each card, your business can store notes, comment, and upload files. All of this keeps most of what you need for collaboration stored or at least tracked in one place.
A Kanban board will also enable content marketers to visually track blog posts throughout the workflow. At a glance you will know that you need more publications for publication, or that art and graphics become a bottleneck and may need to # 39; s help.