How to make a content workflow

To get this done in an hour, I use Robbie Swale’s 12-Minute Method for writing the blog post. I find this keeps me on target and stops me from drifting off into other topics. As the name suggests, to use this method you set a timer for 12 minutes, write and then give it a read-through. Robbie then shares these posts and his process ends there, for him it’s all about short and consistent content sharing which I really like. I send mine to my copy editor before I go any further – being dyslexic I’m not able to check through what I have written very well. This is what I mean about making this workflow work for you. Just because it works for someone else doesn’t mean you have to follow it exactly to get it to work. Use this as a starting point and play around with it until it works for you. Start simple and slow and build from there.

Whether it’s once a week or once a month, following a workflow will help you show up consistently and build your ‘back catalogue’ of engaging content, demonstrating your expertise in ways that are very shareable on social media.

Making content in different ways is more work than just sticking to your tried and tested and comfortable marketing option, but it’s not four times the work. The different versions in different formats are all based on the same idea. You’re not doing extra research or development, you’re presenting the same points in different formats. And you’re broadening your appeal by bringing your content (and you!) to a much larger audience.

Put simply, by expanding your range of channels, you’re becoming interesting to people who would previously have been uninterested. Not because your services aren’t for them. It’s because your services weren’t presented in a way that attracted their attention.

Set up the right workflow for you – one that starts with your comfort zone and works from there. Once you’ve been through that workflow a few times, the routine aspect kicks in: your comfort and confidence grows, and the whole process takes less and less time (and becomes more enjoyable!)

Set up a routine that helps you break new ground. Give it a go, see how you get on. It doesn’t have to be perfect. If you’re feeling nervous about sharing content on a new channel maybe ask someone you trust (one or two existing clients, for example) for feedback on how you’re coming across in your content.

Embrace all four different learning styles and you’ll be pleasantly surprised by the feedback and the conversations that will flow.

If this workflow has got you thinking or inspired you to make some content then do tag me in on social media when you share it I’d love to see what you create.

If you’d like more inspiration on how to create content and how to use content as part of a marketing plan then check out my book Reframing Marketing it will guide you step by step through creating an effective and ethical marketing plan.