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Content operations best practices: Create stronger content at scale


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Tips & Tricks


CONTENT OPERATIONS BEST PRACTICES: CREATE STRONGER CONTENT AT SCALE

September 8, 2022

The strongest content is created via seamless, cross-functional collaboration.
In these short videos, Airtable leaders share best practices for orchestrating
content across teams.

Producing quality content is inherently collaborative. Whether you’re writing
editorial for news media, creating content for social platforms, managing b2b
editorial on a company blog, or reporting research findings to the world, the
process of producing content requires the expertise of multiple stakeholders.

How do you orchestrate so many moving parts without sacrificing the quality of
the content itself? By establishing world-class content operations.


WHAT ARE CONTENT OPERATIONS?

Content operations are the people, processes, and technology required to bring
content to life. Streamlining content operations involves interrogating the how
of work—the workflows that take your team from planning and strategy, through
execution and creative production, to promotion and performance.

Investing in content operations helps create space for your team to focus on
deep, creative work by streamlining manual tasks like handoffs and stakeholder
approvals. It also makes it easier to keep your content aligned with larger
goals—whether that's improving search rankings, increasing lead generation, or
growing brand awareness.

In this blog post, we cover three best practices for content managers to
consider. See how Margaret Jones, Head of Content at Airtable, helps her team
focus on quality and creative work by streamlining operations. And watch Aron
Korenbilt, Airtable whiz, demo these best practices in the product.

For more detailed descriptions, download the full webinar with Margaret and
Aron.


BEST PRACTICE #1: DON'T COMPROMISE YOUR SINGLE SOURCE OF TRUTH

According to recent research that surveyed more than 300 marketing leaders at
large organizations, marketers must consult an average of 9 sources to find
up-to-date information on marketing activities. This endless searching leads to
many frustrations—more time in meetings, more time on manual updates—but it also
means up to 36% of marketing data is duplicated across multiple sources.

> Up to 36% of marketing data is duplicated across multiple sources.

Data duplication makes it tricky to understand which information is most
accurate and up-to-date. As Margaret explains, this confusion becomes even more
pronounced when multiple stakeholders are involved.



Creating a single source of truth is a major step forward in strengthening
content operations.

In this next video, Aron demos managing movie releases and the campaigns tied to
their promotion. As he walks through the Airtable base, it becomes clear: having
one place to capture your all-important data (like status, stakeholders,
information, and drafts) helps teams stay aligned throughout the entire content
production process.




BEST PRACTICE #2: RUTHLESSLY AUTOMATE

Automation emerged as a key trend in this year’s marketing trends report. In
fact, there was a 35% increase in automation usage between 2021 and 2022. Most
tellingly, teams who automate data synchronization are almost twice as likely to
meet their objectives and goals, compared to teams who only sync data manually.

When it comes to content operations, Margaret says it’s most important to build
the muscle of automation—encouraging your team to look for areas of improvement
and take ownership over streamlining their own workflows to reduce time spent on
manual, repetitive tasks.



In Aron’s demo, you can see how this level of automation happens in Airtable.

He shows how you can standardize the tasks associated with different
deliverables, and automate the creation of easy-to-follow, cross-functional
workflows whenever an asset type is selected.




BEST PRACTICE #3: MAKE INSIGHTS ACCESSIBLE

If you’re a leader in content, you’ve likely felt the anxious frustration that
comes when leadership asks, “Why are we investing in this specific content
asset? What results can we expect?” You’re not alone; the trends report found
fewer than 1 in 3 marketers find it easy to prove the return on investment from
content and campaigns.

But the bigger question is often: Where do I start? As Margaret explains, the
breadth and depth of data we have at our fingertips can feel overwhelming.
Attempting to dissect and report on all this data can quickly become
cumbersome—especially if you’re pulling some data from spreadsheets, other data
from decks, and additional context from emails or Slack. This way of working
makes it difficult to turn data into real insights that inform future decisions
and direction.



In this demo, Aron takes us back to his movie campaign example to show how to
surface specific datasets for certain stakeholders. This means Margaret might
see a detailed view of assets and deliverables, but she also has the ability to
send her manager a more high-level overview of budget, team capacity, and
content performance.



Typically, the more collaborative the content creation process, the stronger the
content becomes in quality and performance. Investing in content operations
allows your team to collaborate more closely with key stakeholders, without
getting bogged down in updates and approvals. Streamlining operations helps move
your team from ideation to delivery to produce content the whole organization
can be proud of.

For a deeper dive into content operations best practices, download the full
webinar with Margaret and Aron.


More for the record


5 ESSENTIAL TEMPLATES FOR CONTENT TEAMS

These easy-to-customize templates keep content teams organized and on track.


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