assingingrolesinyourcontentmarketingworkflow.pngLast week, we discussed the first step to building your content marketing workflow: identifying needs for your campaigns and assets.

But to be successful at content marketing, you need to do more than manage your content assets. You need to manage the people responsible for producing, editing, and publishing those assets.

In this post, we’ll discuss the next step to building your content marketing workflow: assigning roles and responsibilities.

The Campaign Owner

The campaign owner is the person responsible for managing every aspect of a campaign, including assigning owners for every asset in that campaign (such as blog posts, emails, landing pages, social updates, etc.), scheduling all content, keeping team members on track, and communicating status updates.

In short, he or she keeps the trains running on time.

A few days before launch, campaign owners should create a pre-launch checklist of remaining tasks, a list of landing page and asset URLs, and suggested social language. This list should be circulated to the entire team. At Kapost, we call this list the “places please” email, and it helps our entire team collaborate to make the content launch a successful one.

The Asset Owner

Asset owners are responsible for producing and publishing an asset such as a blog post, an infographic, or a presentation within a content campaign. Usually, the campaign owner is responsible for assigning people to fill this role.

Instead of producing their content in a silo, asset owners should collaborate closely with the campaign owner to identify the deadline, editor, graphic needs, etc. of the asset. They should also be keenly aware of the goals for this content campaign, what their asset CTA is, and how their asset fits into the overall campaign flow.

The Editor

Editors are responsible for editing the content that the asset owners create. They should not only have excellent copywriting skills, and an eye for detail, but also (like the asset owners) understand the campaign from top to bottom—what it is, why it’s launching, what the goals are, where the content is going to live, and how each asset connects to the other.

But if you have too many editors, it can stop a launch in its tracks. Make sure there aren’t too many cooks in the kitchen during the asset editorial process. Next week, we’ll dive a bit deeper into content marketing approval processes, but for now, just remember this: the fewer the editors, the better.

The Designer

Your content’s design is often as—if not more—valuable than the text. In fact, visuals are processed 60,000X faster in the brain than text.

Working closely with your designer is important for making your content really stand out. And it’s essential that the campaign owner communicate with them in the right way.

Here are some key things to keep in mind when working with designers:

  • Communicate early and often: design processes often require a lot of back-and-forth editing. It’s important for the asset owner and/or the campaign owner to communicate the vision for the asset well before the deadline.
  • Give feedback in the same place: If designers have to mine through their email, their project management tool, and comments in Google Docs to access feedback, they’ll be frustrated and could miss some valuable information. Pick one feedback channel and stick to it.
  • Listen: Asset owners and campaign owners are entitled to their own opinions. But the designer’s job isn’t just to make something look pretty. It’s important to listen to their ideas and give them the creative freedom to take the vision for the asset to the next level.

Managing all of these roles takes some serious planning. But it’s worth the investment. Because in the end, if you don’t have a process for managing the people responsible for getting your content out the door in a timely, effective fashion, your content marketing operation will suffer.