Go With the Workflow

We’re very fond of saying that you shouldn’t plan for content unless you have the resources to support it. But it’s not enough to gesture toward the three willing and eager warm bodies you have on hand, ready to tackle content. What are the tasks? How will they be broken out and assigned? How much time do they take? What comes first, then second, then third?

Resources alone aren’t enough. Only by planning for the efficient use of those resources will our content plan succeed.

But if content is a business asset, then workflow is what brings that asset to market. Imagine launching a new product without considering the cost of production, manufacturing resources, quality control, distribution, etc. Unfortunately, many organizations design websites and communication plans without considering the resources necessary to support them.

Source: Workflow That Works by Christine Benson, Brain Traffic, March 6, 2012

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About Georgy Cohen

Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives. Keep going »

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