When you’re overwhelmed with work, the last thing you want to do is anything that isn’t core business. The paradox is that, in digital publishing, those things are what help to make your online experience effective.
This article gives you five simple tips for working through the challenge.
TIME TO READ
The five things you can do include: Improve team capability, design your workflow, outsource, slow down, and only do what’s appropriate for your vision.
5 Simple ways to solve content demands when you’re busy
When you’re overworked and busy, one of the last things you want to think about is anything that is not core business. For the purposes of this article, ‘core business’ is anything that earns revenue.
What demands are we talking about?
Publishing isn’t just about deciding what to write and then publishing it. It has a maintenance requirement, an analysis requirement, and an iteration requirement. The paradox is the unseen work is some of the most important, and the most‐often de‐scoped.
The hidden elements include:
- ongoing usability testing
- continuous user interviews
- auditing your content elements
- spending time cleaning up your taxonomy
- thinking strategically about ‘where to next’ on the back of your analytics.
The paradox is that the unseen work of publishing is some of the most important, and the most‐often de‐scoped. #contentstrategy
5 Tips for dealing with content demands when you’re overworked
For all of you who are in small or medium law firms and having to be all things to all people, here are some tips for dealing with content demands while you are overworked.
1. Teach your teams how to get content past you.
This means, firstly, building team capability in terms of publishing for web and public audiences. Make sure that you have all of the rules, accountabilities and workflows established ahead of time.
The last thing you want is to be reading five drafts of something because it’s not up to standard, or doing ‘micro’ work when you should be deciding whether or not it’s factually correct. Decide and codify the standard, and then train your teams to get it right.
We design and provide training for exactly this capability so if this is you, let us know: We will help you out.
Decide and codify your #content standards ahead of time. #systems
2. Decide the workflow proactively
The design of workflow is up to you, but the very idea of design is critical. Decide when something is finished enough for you to see it. If you can only approve something in its final form, design the workflow that way.
If you can work with the scratchiest of drafts and are good at visualising (and trusting) that the images and everything are going to work, design it that way.
If your existing workflow causes roadblocks, speak with your practice manager about how you can better manage time to include reviews that are critical path for you.
The very idea of design is critical when it comes to publishing workflow. #contentstrategy
There are many ways you can do this. If you don’t have the capability or the revenue to employ someone locally, then get someone on Upwork to do the work for you, or talk to an organisation like Virtual Coworker or Magnetic Alliance.
When you work with team members who are overseas, be specific about what you need. If you need 10 shareables created to promote your work, and scheduled over the next fortnight, and you have the images but just can’t put them together, include that in the brief.
You can outsource everything from shareable content and images, to social media scheduling, to content creation. With a team like ours, you can even outsource the workflow creation: Don’t think you have to do it alone!
When you outsource overseas, be very specific about what you need done. #contentstrategy
4. Slow down
You don’t have to be everywhere all the time. Decide on the appropriate channels for you and then just work really hard on making that one awesome. If you are the key fee earner then maybe that channel is LinkedIn.
You could do some work on your personal branding instead of trying to replicate corporate brands like the Big Four.
5. Decide what’s appropriate for you
Where are you going to be in five years time? Draw a picture of the goal, and then work backwards. Then only do what you can do and make sure you do it consistently.
Build a reflective practice
There are two cardinal sins in online publishing. One of them is to be inconsistent. The other is to fail to iterate on it.
You absolutely must have enough of a reflective practice that you know what your constraints are and what are the best ways around them. It’s when you build a reflective practice — which includes the unseen publishing requirements — that you’ll get the most out of the activity.
30‐minute content strategy consultation to start identifying ways you can work through your challenges, for just $250.