Challenge 4

Who publishes the content?

We now have a good content calendar and outstanding content, and the in-house validation process is running smoothly, too. We have come a long way. The next issue is publishing that content at the right time. Despite the functionalities of modern CMS systems, publishing content still requires some effort. Texts and images need to be uploaded. Images need to be in the right format. The necessary SEO fields have to be filled in. None of this is a huge amount of work, but it is work that has to be done. Someone in the organisation will have to make time to do it. But who is that person? Is it the content marketer? Or an assistant?

Alongside the content on the blog, a sufficient number of social media posts have to be put online. In general, experts recommend publishing one post per day (Hootsuite, 2021), although quality is always more important than quantity.

So, a lot of content needs to be uploaded every week or every month. Once again, chaos looms. Content may appear late or not at all. This, of course, is a waste of all the effort that went into producing it.

How can it be resolved?

Try tasking a member of your team with publishing all content. It might be the social media manager, an assistant or the content marketer. But bear in mind that whomever you appoint must have a working knowledge of the various CMS systems. They should also have some knowledge of SEO, so that the content can be easily found by search engines. Being a bit adept with language is also useful.

But what happens if this person falls ill? Here too, content chaos can be the unintended outcome. It is therefore important to make solid agreements and to have a large enough team to ensure that there is always a back-up person.

Tools that facilitate rapid planning and publishing on different platforms may also be the key to a solution. They help reduce the workload while providing clear oversight and the means to avoiding a recurrence of chaos. Today, quite a few platforms offer this prospect, including Hootsuite, Hubspot and ContentRockr.

The takeaways:

  • Identify at least two people who can upload content;
  • If you want to publish on different media, a robust platform built for content production collaboration can help you avoid chaos.