Content process fail? Ideas appreciated

Posted July 4, 2022 in
Content Content

Danielle Navas-Brandt

B2B Digital Sales & Marketing Leadership Guide

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Hello all, at my TAYA client we have a content creation process in place. The SME's (sales and engineering) get interviewed and the articles are created; there are several moments where the SME's can give feedback. The article then goes into the ready for publication folder after everyone has approved the final version. 

We are now running into the situation that the SME will give feedback and ultimately approve the article. But then when it's published they come with changes to it again. Any tips, or ideas on how to handle this? 

It frustrates the process yet we want the SME's to stay on board and at the same time not demotivate the writers. 

Hoping to hear how you've (or would) handled this. Thanks in advance! 

Danielle 
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Connor DeLaney
Harley VanDyke I believe your team is/was managing something like this before? 

Roland Dowell and  Eric Rai  we're working through this process as well, what can you share in your process?
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Eric Rai
Hello Connor, 

currently the way we write articles is by first doing the SME, then research followed by another review (for structure and content). 

The second interview helps to validate the research and make any changes needed. 

This usually helps to minimise making any further changes after publishing the article, but it is a much longer process and is not a guaranteed solution. Other ideas would be welcome.
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Connor DeLaney
Awesome, thanks  Eric Rai !
Harley VanDyke
Yes, we have struggled with problems like this! Our own struggle had been not getting our SME to approve the article and facts being wrong. 

If they are approving it, what is it they are wanting changed after the fact? 
Are they small little changes that they are just nit picking or are they big enough that they are really another article? 
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Danielle Navas-Brandt
Harley VanDyke Some are nit picking but also the information not being correct. So we have to adjust the article. One person from the engineering team approved it but apparently not the entire team was involved and they come with corrections after the fact. Any tips? 
Harley VanDyke
For the nit picking I'd say take the info / suggestion from them & let them know you will go back & revisit / make updates at x time. 

For the information not being correct have you found where the information is getting lost? 
For example, do you have the wrong SME or are they not explaining it in a way that the interviewer can understand so it's getting lost in the writing?
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Danielle Navas-Brandt
We think that one engineer is mostly providing the info without checking with the rest of the team. We're looking to see if we can involve more of the rest before publishing, so we don't get this problem anymore. Hopefully, this will help. We're at the beginning of our TAYA journey, so things like these are to be expected. We all have to get into the flow of things. ;) 
Harley VanDyke
One thing that helped us get on track was Trello. We can see what stage every idea is in, who still needs to give impute, approve, what needs work, and so on. 
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Jake Jordan
Do you warn the SME's they are getting interviewed? Do they have time to prepare?

Can they do research before the interview is conducted? Can you create a space where 'the whole team' gets to review it first, with a deadline?
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Danielle Navas-Brandt
Yes to all the above. And great idea to create a space where everyone can review, thanks! 
Connor DeLaney
Danielle Navas-Brandt something our team has been doing as it pertains to content updates and historical optimizations is having champions for specific topics (example HubSpot) who gather any insight from other team members then be the voice of truth with content we produce. 

The other thing ringing true here, and  Dale Pease I know your team has been exploring this question a bit with Sarah coming on board, is does the team have an aligned understanding of what they do? To hear that an engineer approved it but others didn't tells me there may be work to do on alignment at the company for how you talk about certain subjects and providing clarity of expectations across the board. Tricky tricky. 
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Martin Bredl
Generally, it is good to work on content again, and again. This how content is getting better and better. But you should have a process: Once a week, you get all the adaptions, and you work only once a week on them. 
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