How to make a content workflow

Simon Batchelar holding a camera and the question "How do I make my content?"

In this blog, I’m going to share how you can make a content workflow that will help you make content without being overwhelmed.

I work with a lot of clients who pull a very worried-looking face when I talk top them about making content. So in this blog, I’ll share a simple workflow that I use to make my content in a manageable and repeatable way.

Making the content

Let’s start by looking at how people digest content.

Not everyone learns in the same way. How people like to absorb information differs, according to one of four broad preferences.

This is a potential problem because if you always create content in the same way, the one you’re most comfortable with, you’re only engaging a fraction of your potential audience.

We all have our comfort zones. When creating your content, you probably have a preferred format, and your audience has their comfort zones too. In order to connect with new people you need to cater to their preferences – enter those zones – if you’re going to reach them.

Maybe you like writing blog posts. Unfortunately, not everyone is a big reader. Not everyone has time to read. What about people who like to listen to content during their morning commute? How about people who get far more from a short video than they will from your carefully-crafted text?

After all, you’re not creating the content for you, it’s for the audience you seek to connect with.

In order to make content for the widest possible audience, we make content for them to watch, read, listen and do.

The best way to make the most content for these 4 different learning styles with the limited time you have is to use a ‘repurposing workflow’.

Any task becomes easier with routine, and a workflow is simply a set sequence of tasks, helping you make content something you routinely do.

Here is an example of my workflow to give you an idea of what works for me. Everyone works differently so you can make your own version based on your needs and preferences. This workflow takes me about an hour from beginning to end.

Repurposing workflow

  • Write a blog on one topic, idea or concept of 500-1000 words add an engaging image and publish to your blog.
  • Record myself presenting the blog (audio and video) watch the video version of this blog
  • Record short introductions for the video and the podcast.
  • Record a call to action at the end (an exercise to do, question to consider or other content to explore).
  • Edit the audio recording into the podcast episode.
  • Edit the video recording for YouTube and LinkedIn (or wherever is best for your target audience).
  • Share on social channels.
  • Send out an email version with links to all the different formats.

You can see an example of this workflow in action on this blog, and by signing up to the email list below to see how I structure and format my emails.

Forming a marketing habit

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.