As a lifetime search engine marketer transitioning into the world of content development, content strategy and therefore, content marketing, I’ve experienced the pain associated with developing content at scale.
At Siege, we’d launch content into the wild, and after it had come back, we’d have some obvious “a-ha’s” about why it didn’t succeed the way we wanted it to.
Maybe the idea wasn’t concrete enough. Maybe the blog we were launching it on didn’t evoke enough trust. Maybe we hadn’t really done as much outreach as we needed, in the window we had to to make it successful. Maybe the mobile version was broken. Or maybe, something else.
A Path Towards Better Content
The concepts that make content successful are relatively simple, but also numerous. In the development cycle, there are literally hundreds of things that can go wrong that separate successful content from content that putters out and disappears, and we started to realize that as we put out more and more content.
So, we built a content marketing checklist. We started using that checklist, and suddenly, the content we made got a lot more consistent. We hit as many points as we could, for every piece of content we made, and our success percentage increased greatly.
We developed pieces that hit our KPIs at surprisingly low cost. We stopped forgetting one-off details that could make or break the content. Not every piece would by default go viral, but we started hitting doubles and triples with consistency – and that was a great step forward.
Enter the Content Marketing Checklist
We know there are others out there like us, so we decided to make a publicly available version of the checklist we used internally – with many of the additional features we wanted ourselves.
We broke the checklist up into the three stages integral to success - idea generation, pre-launch and post-launch, so you can come back to it and browse intuitively when you’ve moved on to a new stage of the process.
For saving, you can e-mail the checklist to yourself and one other – such as a stakeholder or another person reviewing the content – for easy review and sharing. We also enabled a print function that allows you to keep the checklist on your desk, in case you prefer that mode of work.
If you can’t check off every option on the list (which is inevitable), we enabled a “note” section that allows you to give a reason you weren’t able to complete the task. You can also use it for finished items, giving you flexibility and additional depth that can help clarify things for additional collaborators on the project.
And most importantly, the checklist includes the points we found most important. It includes bullets that are lessons from our own failures, and others we talked to as well. We hope the information there can be helpful in making you build more effective content, as it did for us also.
Ready to Give it a Spin?
Since it’s a 1.0 tool, we’re definitely open to suggestions as well to make it better – so please contact us with any other ideas you might have.
The checklist is also the third tool we’ve launched – check out our content marketing tools for our other free resources, the Embed Code Generator and the Auto-Boomerang Add-on for Gmail.