We’ll show you how to establish a consistent brand publishing cadence for your content program — which can yield high returns through increased organic traffic and lead generation.

Competing in a cutthroat digital landscape means brands are increasingly forced to assert their relevance through impactful marketing. Our favorite way for brands to maintain their competitive edge is with a robust brand publishing program.

A regular publishing schedule that prioritizes value-adding content can help brands achieve desired topline results including lead generation, thought leadership, meaningful consumer relations, and scaling their business. With the proper tools and a bit of good planning, managing your brand publishing schedule can be a breeze — here’s how:

1. Designate a Program Manager

An all-too-common pitfall of contemporary content programs is a lack of accountability for fulfilling the duties associated with regular scheduling. Timely publishing often falls to the wayside when those responsible have other priorities to manage.

As such, it’s critical have a designated content manager whose primary responsibility is facilitating workflows for the content program. This ensures that deadlines are consistently met and publishing occurs on time.

2. Set Yourself Up for Scheduling Success

A major key to successfully executing on your daily publishing schedule is planning ahead. Leapfrogging any editorial hurdles (which will inevitably crop up) may require scheduling content for publication up to a month or two in advance.

For this reason, many brands elect to employ an editorial workflow management tool to help with capacity planning, commissioning, editorial management, and approval. At L&T, we use Trello, which we love for its user-friendly interface, due date notification system, content tags, and its integration capabilities — so we can use it in conjunction with a time-tracking software and G Suite.

Additional planning — whether in shared documents, spreadsheets, or calendars — can be useful for tracking where a piece of content is in the workflow and who is responsible for writing, designing, editing, approving, and uploading each project. Your system should be legible from a glance, easily modifiable, and able to be shared with your entire team.

3. Collaborate Effectively

In any content program, it’s highly unlikely that you’re the only person involved. From vendors and writers to the executives whose bylines you may be publishing under, each member of the process must execute on their unique duties.

If your program is designed to include social media posts or graphics, account for these players and include your social media and design teams in the planning process. Open communication is crucial to ensuring that everyone is able to fulfill their responsibilities on time, barring kinks in the editorial pipeline. It may be useful — especially for larger teams — to create separate design and social media calendars or workflow management sheets.

Further, if you’re creating content for a client or within a highly regulated industry, there’s almost certainly going to be some kind of approval process. While some of this process may be effectively mediated simply by implementing a good workflow management software, it’s important that you still know exactly who is responsible for each stage of the approval process. Always plan accordingly so that you have time to finish edits before a client’s or expert’s review — and that they have time to review content before the set publication date.

4. Publish Regularly for Sustained Success

With a highly accountable leader at the helm, precise planning and workflow management, as well as efficient, cross-functional collaboration, you can establish a strong cadence for your brand publishing program. When these factors are sustained through time, your blog, social media accounts, and website are likely to garner increased organic traffic and drive real results: today, 60% of marketers agree that blogging, content creation, and other inbound practices are the best method for lead generation. Scale your results by implementing a daily brand publishing program.

Author Oliver Cox

Having originally joined the company as a writer in 2013, Oliver works with L&T's clients and prospects to build and manage their storytelling strategies. Oliver is a graduate of the University of Liverpool and is a prolific musician and author.

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