Direct Your Workflow
So, you've set up your content schedule.
Now you have deadlines looming.
Meet them—and beat them—with an efficient workflow.
What's a Workflow?
"Workflow" sounds intimidating.
And, to be honest, it's a management field fraught with jargon and techno-babble.
But it's really quite simple.
"Workflow" is just an elegant word for "procedure" or "process."
In other words, the nuts and bolts of how stuff gets done.
Imagine an assembly line.
Just for kicks, let's say it's putting Barbie dolls together.
One person pops on the head, another adds the arms and legs, and so on.
Eventually, a fully dressed Malibu Barbie tumbles off the line.
That's workflow in a nutshell.
Each person has a specific task, and there's a clearly defined end goal.
And Barbies aren't all assembly lines are good for.
They're also good for producing more efficient, effective web writing and content.
Why Do You Need an Effective Process?
Because it makes your life infinitely easier, that's why.
Take a look at just a few of the benefits:
- Defining everyone's tasks and timelines takes the guesswork out of who does what, when they do it, and how much time they have available.
- Establishing a workflow reduces costly redundancy, overlap and errors with procedures that are streamlined and simplified.
- Writing down processes lets you track task completion, know whether you're on schedule and hold people (including yourself) accountable.
- Establishing a workflow gives you flexibility to change elements and gauge their impact on performance.
- You can improve customer service and sales because your work is more consistent and predictable—eliminating nasty surprises.
- An efficient workflow keeps you sane when deadlines loom.
How to Design Your Workflow
You can create a workflow for just about any process you can imagine, from billing and baking to Barbies.
But here we're going to stick to web writing and content.
While workflows differ depending on tasks, all effective ones have two elements in common:
- Tasks, outcomes and timelines are outlined clearly and available in writing.
- Progress is measurable.
With this in mind, here's how to create your own effective workflow.
Step One: Review Your Content Schedule
Your content schedule tells you what needs to get done when.
It also gives you a good idea of high-priority and potentially time-consuming tasks.
Step Two: Sketch Your Flow
Using publication dates in your content inventory, sketch the path of activities from beginning to end.
Let's say, for example, you're coordinating content for an e-newsletter. Your flow might go something like this:
- Author researches and writes first draft of article.
- Editor reviews article and suggests improvements.
- Author rewrites based on feedback.
- Editor proofreads and adds article to newsletter folder.
- Editor publishes newsletter after final proofing.
Lather, rinse, repeat.
Step Three: Schedule Timing
Now that you have a process in place, determine how long each step should take.
There are two elements of timing that you need to figure out.
First, the duration. This is the amount of time available for the work to be completed.
Second, the work itself. This is how long the task should actually take.
For example, an author may have two days to write, but the writing itself should take only about four hours.
So the author has about two hours per day for the task.
Step Four: Assign Your Resources
Now you know what needs to be done, and how long it should take.
So it's time to figure out who gets to do it.
Assign your resources according to their capabilities and availability.
Step Five: Write It Down
Remember, the key to a good workflow is recording it and making it readily available to everyone.
Combine all the information you collect in an easy-to-read document.
If you're feeling particularly creative, produce a diagram.
For larger projects, or greater professionalism, complete a project plan with a Gantt chart.
Of course, a numbered list of steps can be effective, too.
Step Six: Track Your Progress
With your written workflow in hand, put your resources to work.
And follow their progress.
In the best-case scenario, you'll have an automated system for tracking.
This can include a project management system into which people log their time and completion against tasks.
But less formal systems can also work.
For example, if you need to produce eight pages for your website, track percentage of work completed against deadlines to determine progress.
With five pages complete, you're 50 percent done—which means you'd better have at least 50 percent of your time left or you're falling behind.
You'll know your workflow is effective when resources complete work on time and on budget with a minimum of "do-overs," and everyone has clear expectations about what's being delivered when.
What's Next?
Now that you've mapped your workflow, it's time to think about effective document management.
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