Episode : 07

How isht Gets Done: Unpacking the Content Production Process


(0:00:55) - What is Content Production

Defining content production vs content strategy, and why you need a scalable content production process.

(0:02:45) - Establishing a Content Production Process

Steps in developing a content production process, identifying goals, clarifying roles, asset management, and establishing deadlines.

(0:5:37) - Content Production Toolkit

Software for managing team collaboration and 11 AI tools to streamline your content marketing.

0:00 / 0:00
Unpacking the Content Production Process

Episode Summary

Ever felt overwhelmed by the sheer magnitude of content production?

Join me, Dr. Lisa, as we bust the myths, streamline the process, and put the vigor back into your content marketing strategy.

We’ll crack open the essential difference between content strategy and content production, laying a clear, practical roadmap for each piece of content. From identifying your goals to content scheduling, you will discover the steps to creating your master plan.

Let’s explore the nitty-gritty of organizing everything from workflow management systems to editorial calendars – all designed to keep your content consistent and your team fired up!

But wait, there’s more! Have you lost touch with your audience? Fear not, as we uncover the secret to rekindling that connection and delivering on their expectations – all through a robust content production process.

Let’s delve into the future of content marketing, exploring the power of AI and how it can supercharge your process without sidelining the human touch. Your content marketing journey is about to take an exciting turn, so tune in and get ahead!

Content Production Toolkit

Content Management & Team Collaboration

AI Video Editing & Production

AI Writing Assistants

AI Podcast Show Notes & Marketing



[00:00:00] Hello everyone. Welcome to Biz Over Tea, where we steep sip and strategize over the everyday tasks of running your business. I’m your host, Dr. Lisa Richardson, better known as Dr. Lisa. This morning I’m sipping on an English Breakfast latte and I’m very happy about that. This week’s episode is How Ish Gets Done: Unpacking the Content Production Process. 

[00:00:32] Yes, we are delving into the exciting world of content creation and no, we are not talking about how to get started with Threads.

[00:00:43] We’re discussing how to establish a content production process. Scalable, efficient, and effective. Let’s kick things off by differentiating between your content strategy and content production. Content strategy is your master plan. It informs what you publish, how you publish, and why you publish.

[00:01:10] It’s the driving force and the why behind your content production. Now, content production on the other hand is the nitty gritty, the actual series of documented steps that take each piece of content from the spark of an idea to its final publication. Now, content strategy must always come first.

[00:01:35] So you have a way to measure the effectiveness of your content production process, but what does scalable content production really mean? Well, it’s about making your process easy to replicate, whether you’re publishing five or 50 different pieces of content per month, a scalable process is what keeps things consistent, and that helps keep your team from burning out.

[00:02:04] And of course this is particularly true for tiny teams and elite squads of one. You really wanna make sure that you are regularizing the process so that it can be repeated over and over and over. And when you get a process that you can repeat, you stop missing steps. You really get to where you can build a system that, well, it’s not gonna run itself, but it makes it easier for you and your team to get things done without missing crucial pieces of the puzzle.

[00:02:47] So let’s talk about the steps in the content production process. Well, first you need to identify the goal for the content assets. Like, are you raising awareness? Are you nurturing leads? Are you driving conversions? What is it that you want that piece of content to support? What do you want it to do?

[00:03:07] Okay. Then clarify who’s doing what, whether it’s the graphics, the social media posting, the videos, each piece of the process, each part of the puzzle. Has to have an identifiable place in person. So organize your team so that everyone knows what they’re responsible for. You also need to decide where you’ll store your content assets.

[00:03:36] Create a content inventory to keep everything organized. That means defining your file naming conventions so that everything is easy to locate later. You’re going to repurpose these assets eventually, so you don’t want them lost in some random folder with no searchable identity. You also don’t want to doom some poor future employee to painfully sifting through hundreds or thousands of images and assets that they have no frame of reference for.

[00:04:10] Just do that organization as soon as you add the new assets. Oh, did I sound a little annoyed there? Yes. Yes, I did.

[00:04:24] The next thing you have to do then is outline the steps for the content production, and that includes workflows for each content type. For example, if you’re gonna publish a new blog post, the first step in the workflow is writing an outline for the post, and then you write the content, add the images.

[00:04:45] Review your SEO and then send the post to the editor or take a break and then edit it yourself. Then you get the final draft approved, or decide that you fiddled with it enough, and then publish or schedule the publishing time, and then finally promote that post across your channels so you see that each one of those steps, actually has a few sub-steps included.

[00:05:12] But after you define your workflows, don’t forget to set up the content production schedule with deadlines. Trust me on this. You want deadlines that are clear for everyone on the team.

[00:05:26] You want everyone to be aware of what they’re responsible for and what criteria they’re going to be evaluated on later. So keeping track of all these steps can obviously be a challenge. So let’s talk tools and don’t worry, all the tools that I mentioned will be linked in the show notes. So workflow management systems like Trello or Google Tasks help you stay organized.

[00:05:55] They allow you to really identify the actual current status and location of each piece of content in the workflow. So it keeps track of everything and allows everyone to see what’s going on. Editorial calendars are crucial for your long-term planning. They make it easier to see what’s coming up.

[00:06:15] And allow your team to work ahead when time permits. Google Sheets is a great option for managing the content calendar. I’m a big fan of Google Workspace in general because it has collaboration already built in and each tool is connected across the suite, so it’s just easier to work together even if you have several products going on at once. For calendars that support both publishing and scheduling, we like Loom Lee and co-schedule.

[00:06:46] Now, I know many of you started solo juggling all the roles and you whipped out that phone and hit record and wrote the post and you published, so getting it done is awesome. Done definitely trumps perfect, but as your company grows, it’s time to formalize the process. Some of you’re still doing all the jobs, but take this opportunity to establish a process before you bring others onto the team, you’ll be happier.

[00:07:18] Ask me how I know. Formalizing your process makes it repeatable. It keeps you on track and makes sure your brand stays consistent without getting distracted by every new trend. Repeatable is scalable and scalable. Makes growth easier to achieve. All right, so now let’s talk robots. How can artificial intelligence or AI help you in the content production process?

[00:07:50] Well, generative AI can be a valuable asset for your content production, but you’ve gotta keep the human touch. Incorporating AI into your workflow frees up time for you to think more creatively and gives you the opportunity to come up with unique ideas that really show off your brand voice.

Another benefit of an AI partner is that it provides 24/7 support and analytics so, you and your team can focus on the fun, creative stuff in the process, and they help you to create and refine your customer surveys and your segmentation models, and that improves your customer experience, helps you target ideal customers, and helps you spotlight opportunities that you might have missed to get the most outta your AI tools.

[00:08:45] Make sure you have a clear strategy and creative direction in place. Don’t just run in there and throw some generic prompts in , and hope for the best. Once you know who your customers are and what you’re trying to accomplish, your prompts will automatically start being more involved and more detailed, and your output will be so much better.

[00:09:10] So again, you’ve got to balance your AI content with your creativity and your brand voice. AI is fantastic, but the human is irreplaceable. Don’t let the robots go HAM on your content without supervision. You’re gonna end up a bland carbon copy of every other marketing piece ever written on the internet, and that’s not what you want.

[00:09:34] All right, so to help you get started, here are 11 AI tools that can supercharge your content production process narrowly. All of them have a free plan so you can test them out and see which ones are right for you. All right, so in the video production category is pry where you can create videos from your blog posts and your text content, and that’s a lot of fun if you wanna repurpose your content very quickly.

[00:10:03] InVideo offers you pro-quality video templates with AI scripting and voiceover capability, so that gives you a lot of flexibility there as well.
Descript is an all-in-one video editor that lets you edit the video from the transcript and record your voice to use in edits and new projects so you can remove the not-so-spectacular pieces of your audio, for example, and replace it really with your own voice saying the things that you wish you said.

[00:10:27] PredisAI offers you the opportunity to create ai, social media, videos, and images, and it also offers you scheduling and publishing right in their platform. All right, and now for the AI that everyone knows about, the writing assistants.

[00:10:54] They all generally do the same thing. They create text content based on your input or various templates that you might use. there is GetGenie, which works inside your WordPress dashboard and does keyword research with competitive analysis so your blog posts stay relevant to the traffic that you wanna increase. That’s a great, great tool if you want an all-in-one WordPress solution, which I happen to favor.

[00:11:15] WriteSonic has a staggering number of content templates and it’s always growing, so you can write regular copy, landing page copy, emails, product descriptions, and so on and so on and so on.

SuperCopy is a newer piece that helps you create buyer personas with AI and then create content specific to each persona. And that’s very handy if you are working with several different customer types or customer, personas who are all very important to your business.

[00:11:50] And then coming up on podcast show notes and marketing. There is Podium, which takes your audio and creates just about everything you need to promote an episode, including your show notes, your chapters, your social media posts, and repurposing those episodes into blog posts and emails, LinkedIn posts, and LinkedIn articles.

This happens to be the tool that I use personally and it’s definitely helped me get over the post-production inertia that stalled Season One.

[00:12:31] Capsho is kind of like the Cadillac of, AI pod show notes because it specializes in taking your long-form audio or video and repurposing it into, they’ve said 13 different content types.

[00:12:57] And Capsho is focused on entrepreneurs and business-focused content creators. So, if you’re, working to invest in your thought leadership platform, for example, Capsho’s a great option because the system is actually built by marketers for marketers. Next up is Swell AI, which is focused more on podcast producers and agencies who are managing multiple shows.

[00:13:23] Again, does a lot of the same things as Capsho and Podium, but scalable for several different shows and definitely a good option for a podcast network.

All right, so here’s bonus number one. I’ve got two more for you. CrystalKnows. Crystal gets all in your business. Well, it gets into your CRM and gives you personality-based guidance for crafting emails and other collateral for contacting new prospects or interacting with your team, or talking to a new contact.

[00:13:57] So Crystal knows I know a little bit less about because it’s sales focused, but certainly, it’s an option out there. And it is one that looks really, really promising.

And one that has, been very good to me is the KeywordsEverywhere Chrome browser extension. Their plugin actually works inside the ChatGPT interface and gives you pre-built prompt templates for things like keyword research, content planning, and several more content-related tasks so you can really take your several hours long, a couple of days long content planning sessions and break those down into maybe an hour or two in terms of refining and organizing.

[00:14:46] And those are your AI content production boosters. Next time we’re gonna start talking about what to do with the content that you’ve now carefully organized and work on building an email list from scratch.

[00:15:09] You’d be surprised at how often you may need to do that. When you don’t have a production process in place, your newsletters and your social posts tend to be few and far between.

In the case of your email list, if you don’t deliver, those people aren’t yours anymore, and you’ve got to start over. So everyone who has ever come to me and said, oh, well, you know, I started collecting emails, when I first thought about being in business, and I have, a thousand emails, I think, In my, address book…

[00:15:41] Those people aren’t yours anymore because if they gave you their email address expecting a newsletter, they expected it within the first couple of weeks, ideally the first few days after they gave you that information. Years later, they don’t know who you are anymore.

[00:15:59] Even if they’re friends, they don’t wanna hear about it. You’ve got to pull those people in brand new all over again. All right. So once you’ve got your process in place, it’s time to win your audience over once and for all. So stay tuned. The world of content marketing is evolving every day, so you don’t wanna miss out on the tools that can elevate your strategy.

[00:16:22] And that’s it for today’s episode. Thanks for joining me on Biz Over Tea. I’m Dr. Lisa, and we’re going to steep sip and strategize again next week. Until next time.

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