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Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media by Rebecca Lieb

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22. The Content Workflow

“Get this part right, and you’ll be ready to run a newsroom.”

Having developed personas, analyzed content needs, developed a content strategy, and appointed someone in a managing editor/editorial lead capacity, the next step in content marketing is to establish a content workflow. This is the point at which content marketing gets tactical. It’s the nuts-and-bolts process: content calendars, creation, approvals, style guides, templates, and tools.

Get this part right, and you’ll be ready to run a newsroom. And that, after all, is a big part of the concept of content marketing.

At the core of establishing a content workflow is creating an editorial calendar. An editorial calendar establishes what content will be created, ...

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