How to turn a corporate set-up into an editorial operation

Content marketing only works if people want to read it. But to create content that people genuinely want to consume, you need to prioritise editorial quality, and put a structure in place that supports that priority. Here’s how…

 How to turn a corporate set-up into an editorial operation

What’s the difference?

To produce editorial-quality copy for your content marketing programme, you need to think less like a business and more like an editorial team. A good place to start is to make sure you understand the difference. The following lists highlight some common themes…

So to create content marketing that people genuinely want to read, and that boosts your credibility and visibility as an organisation, you need to put editorial quality first, and create a structure that supports that priority.

Adjusting to a more editorial approach

It may sound like a big change, but to adjust to a more editorial outlook, you can start by making small, gradual improvements to how content is planned, produced and governed.

For starters…

  • Identify and agree a clear goal for each piece of content, and keep it visible as a reference point throughout the sign-off process. A briefing form is a great way to do this. Get stakeholders to sign off on the brief, not just the final execution.
  • Educate stakeholders about the value of content marketing and how it benefits the business – eg not by directly selling to the reader, but by positioning you as an expert and producing valuable, memorable content under your brand name. Circulate articles, hold talks, bend ears.
  • Believe in your writers’ ability to create engaging content, without layers and layers of approvals that change the tone and meaning of their work. Build their confidence and encourage them to put their content ideas forward.
  • Ask for less feedback. You can reduce time spent on the amends process by asking stakeholders to approve content, not edit it. Make it clear what you need them to check for – that way you limit their contribution to their own area of expertise.

Moving to the next level

And if that goes well, you can take it up a gear…

  • Put content quality high up on your list of formal business priorities – and appoint an internal content champion who is empowered to defend that quality.
  • Create a streamlined, co-operative workflow  where each stakeholder has a defined role that helps refine the content – be it checking accuracy, legal compliance, or consistency with other content.