Creating a standardized process through Workflows to reduce stress and friction

Your creative team is working on complex, long-term projects while new requests keep streaming in. Which can result in confusion and can cause your to lose site of the end goal. Meanwhile, a global conversation is happening online involving your brand and your industry — yet another thing to track. In addition, your team must be constantly learning new strategies and integrating new tools into the marketing mix. On top of everything, you need to interface with a variety of internal groups and outside vendors to make it all work. This is where workflows come into play.

What are Workflows?

Workflows are repeatable steps that your team members follow each time they start a routine project. It’s a formula, a tried and tested recipe. Here are some examples of things that could be turned into standard workflows:

  • Creating a new infographic
  • Launching an email campaign
  • Developing a new web page or section of your website
  • Running a paid marketing campaign
  • Planning and developing a new feature
  • Setting up a customer event

So How Do Workflows Help You?

Workflows allow you to:

  • List the standard steps, timing, and approvals needed for each deliverable
  • Know who’s responsible for each step
  • Stay up-to-date on the status of the project

Marketing teams have to be adaptable: they’re constantly adjusting to new clients, tools, and audiences. But sometimes they get a little too used to the chaos, and start believing that creative work feels out of control simply by nature.

Work processes get a bad rap. It’s true that a flawed workflow can mire your team in needless handoffs, circular approvals, and maddening red tape. But a good workflow can make your team more efficient, clarify roles and responsibilities, and create a reliable system so everyone can focus on being creative.

Marketing Workflows Are Not One-Size-Fits-All

One of the keys to reaping the benefits of a good workflow is to customize it to your team’s unique needs. Lead Gen teams have a different process, goal, and measure of success than Content or Email Marketing. Take a look at our new infographic to see typical workflows for 5 types of marketing departments, and to find a process that’s a perfect fit for your team:

Marketing can be chaotic. Shifting priorities, ongoing revisions and countless approvals – not to mention tracking, measuring and reporting the results of campaigns. it can all be overwhelming. A good workflow is a sanity-saver, making teamwork more efficient, eliminating unnecessary errors and stress and aiding repeat success.

Here are five examples of workflows to cure the madness.

content marketing

  1. Identify the goals and target audience
  2. Plan editorial calendar
  3. Assign content to learn
  4. Write content
  5. Proofread and Peer review
  6. Create or choose imagery
  7. Write and schedule social media messages
  8. Publish content
  9. Distribute content via external sites
  10. Respond to post comments
  11. Repurpose content into other formats


Email Marketing

  1. Plan and set goals
  2. Map design and layout
  3. Write email copy
  4. Create workflow in marketing automation tool
  5. Test and tweak emails
  6. Schedule emails
  7. Analyze results to improve future emails.


Social Media Marketing

  1. Source internal content and manage posting calendar
  2. Monitor feeds and curate external  content
  3. Post internal and curated text, photos and video updates
  4. Monitor responses and engage with followers
  5. Run analytics to inform stragities


online PR

  1. Conduct audit of current media coverage
  2. Set goals
  3. Determine audience
  4. Identify interested and influential reporters
  5. Define key messaging
  6. Develop pitch
  7. Follow up with targets
  8. Assess results and set new goals


Search engine marketing

  1. Decide audience of PPC campaigns and goals
  2. Define campaign budget
  3. Determine optimal keywords for target audience
  4. Write as copy
  5. Create the as landing page
  6. Get feedback from team members
  7. Split test and tweak
  8. Schedule ads
  9. Measure and analyze results

It’s the same process every time. And because of this, you know the handoffs, approvals and timing of each step. This allows your team to focus less on the process and more on being strategic and creative.

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