How an agency uses GatherContent to create a
collaborative and defined workflow.

Planit is a strategic, digitally minded agency that makes brands more compelling through undeniable science and award-winning consumer experiences.

Overview

Main areas of success with GatherContent:

  • Uses GatherContent to manage its clients’ diverse content needs
  • Adds notes in GatherContent to guide authors on content goals
  • A well-defined workflow is created in GatherContent to keep projects on track
  • Uses GatherContent to educate clients on the content production process
  • Uses GatherContent even when clients provide their own content decks

A  flexible process for clients thanks to GatherContent

In a given year Planit sinks its teeth into over a hundred projects. Those projects range from major branding initiatives for regional and international clients, developing small to enterprise websites, to lead-conversion email strategies or media campaigns. All of which require a large spectrum of content services.

GatherContent gives the team at Planit complete flexibility when it comes to managing clients’ dynamic content needs. Once a site or campaign strategy has been approved, the digital strategy team designs a workflow based on the project scope.

Introducing GatherContent to the content workflow

For every one of these diverse projects, the workflow is guided by general content production planning principles: understand the goals of the brand, assign the roles, do the research, write, review, revise, approve, populate, review again, then publish.

UX architects add approved pages and templates into GatherContent.The Planit “Content Discovery Matrix” Google Sheet guides teams on role assignments, page goals, vital SEO definitions, cross-linking recommendations, and other critical information for a methodical approach to content development.

After the GatherContent deck has been created, the usual GatherContent users, digital strategists, a copywriter, account teams, clients, and site admins transition the deck into a CMS.

“Strategic notes and tips are added to GatherContent’s notes field to ensure the lead writer knows the goals of each page.”

The digital strategists preload each page with strategic notes and tips (messaging, SEO keywords, etc.) in GatherContent’s notes field to ensure the lead writer knows the goals of each page. If these are documented elsewhere, the location of this information is also referenced in the notes field. The strategist and account team will be notified of the writer’s progress through a custom workflow loaded into GatherContent.

“Clients’ are notified of the current content production status via the customised workflow in GatherContent.”

Once the digital strategist and internal account team have reviewed the work, the workflow is updated and the client’s assigned reviewer is notified that the pages are ready for review. The client is instructed to leave comments for the writer within GatherContent. The content is finalised, approved by the assigned subject matter expert, and marked as complete and ready to be published.

The key to all of these steps is that the client understands their role in this process, and the value of leveraging a new system like GatherContent to manage the workflow.

“GatherContent has eliminated the client learning curve of our content production process. Clients log in and quickly see how something so daunting has become so simple. And we ultimately look like the heroes.”

Ryan Smith Director of Digital Strategy

Replacing Word Docs with GatherContent

Planit was dealing with around three significant projects at once ranging from 50-250 pages each. Before GatherContent, by the employees’ own admission, they couldn’t manage this.

“Without GatherContent, Planit wouldn’t be able to manage the volume of projects and content that they are now able to.”

The team would laboriously craft custom copy decks in Microsoft Word based on the needs of the project. They would then circulate portions of the deck to various contributors via email. Sometimes versions were saved on the server. Sometimes they weren’t. Sometimes they only lived in email inboxes. Sometimes they were overwritten. Corrupted. Out of date. Despite their best efforts to manage and wrangle, it was taxing on project managers, writers, budgets, and timelines.

Effective tools to provide content services for clients

The diverse portfolio that Planit works on means that in some instances it’s helping a client launch their first website, but usually Planit is overhauling an existing web presence. They start by conducting a methodical content inventory and site audit. Spreadsheets are their best friend during this process. Data is extrapolated from services like Screaming Frog, Google Analytics, Google Search Console, SEMRush, and a variety of other helpful tools. The content is evaluated and then Planit apply their learnings to create a context-driven information architecture. That is, they organise a company’s site by combining insights, brand attributes, user needs, and business goals.

“GatherContent is a unifying force for everyone involved in a digital project. Clients, creatives, project managers, and developers can now easily grasp the time and energy quality content demands. As a result content becomes a priority, not an afterthought.”

Danielle Brinkley UX Architect

Leaving clients equipped, post-launch

“Clients are made aware from the start of a project that GatherContent is the chosen tool for content production and managing workflow.”

As Planit is dedicated to giving content the attention it deserves, its clients see the tremendous value in having a governed production process. However, as Director of Digital Strategy Ryan Smith admits, the process gets interesting when budgets shrink, experts are unavailable, internal writing resources are scarce, or when a client refuses to see the benefit of paying an experienced team to write and manage their content.

In those cases the workflow has to adapt to accommodate the changes. Rather than abandon clients, Planit tries to educate them on using the chosen tools and methodology, subscribing to a written brand style guide, and following best practices for web writing. This point is critical for the clients because the content production process doesn’t stop at launch. Being a branding agency, Planit ensures that it arms its clients with whatever is necessary to ensure brand consistency long after the project has launched or is completed.

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