How to plan and set up a content production pipeline - without losing the plot | Laura McInley, Brighton SEO deck

Laura explains how to manage the logistical side of content production, including how to plan, manage and track the progress of a content production pipeline. In this presentation, she provide top tips on avoiding the most common stumbling blocks and advice on how to future proof your process so it is easy to scale.

1. obaninternational.com
How to plan and set
up a content
production pipeline –
without losing the plot
Laura McInley
OBAN INTERNATIONAL
slideshare.net/OBAN-IDForum
@lauramcinley
@lauramcinley | @ObanIntl

2. What we’re going to cover:
Planning phase
Process management and tracking
Scalability
@ObanIntl

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5. obaninternational.com
Planning
Phase

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We need more
content!

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What’s there?
What’s working?

10. @ObanIntl What’s the search landscape?
How do user search habits map
to current content?
What’s the competitor
landscape?

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Where are our
gaps compared to
competitors?

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So, what content
do we need?

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We need [x] new articles,
on [topics], by [date], in
order to achieve [goal].

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KWR and
brief creation

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Writer
availability

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Stakeholder
approval

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QA process

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Amends

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Implementation

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Production Pipeline
…now to make it all actually happen, and keep track of the whole thing.

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Process
management
and tracking

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What?
When?
Where?

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Writer
briefed
Article
delivered
Article
sent to
client
Feedback
received
Client
approved
Published!

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Writer
briefed
Article
delivered
Article
sent to
client
Feedback
received
Client
approved
Published!

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Due
Actual

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A process set up to
account for anything
A way of tracking it
throughout

31. obaninternational.com
Scalability

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Simplify AI Resource

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Simplify
•Eliminate steps
•Use checklists
•Batch

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Simplify AI
•Targeted use
•Test carefully
•QA thoroughly

36. AI Resource
•Work in bulk
•Internal support
•Freelancer
support
@ObanIntl

37. obaninternational.com
Key
takeaways

38. @ObanIntl To conclude…
Consider all the variables when planning
to keep timelines realistic
Track using dates to allow you to identify
obstacles
Look at simplification and effective
resourcing to help ensure scalability

39. Thank you for listening!
slideshare.net/OBAN-IDForum
@lauramcinley
@lauramcinley | @ObanIntl