GatherContent can be used to centralise and manage ongoing content production. For example, if you’re creating campaigns with lots of subject matter experts and departments, you can ensure all of that content is created in one place. You can also bring all of your content for a campaign into one place, such as articles, announcements, events, social content and emails.
Additionally, a bespoke workflow in GatherContent will ensure all of those involved will understand what they need to do and when.
Let’s take a look at a sample account to show you how you can manage the production of campaign content.
You can add each individual campaign as an item, or if you have a group of campaigns under an umbrella initiative, you could add the initiative as a parent item, and then the individual campaigns within that as child items.
You can also add individual content requirements under each campaign, centralising all the content needed for one campaign. In this example for the grand opening of a new teaching facility, the main item covers the top-level campaign information and beneath this, all of the content for the different channels (blog, social media, events, email etc) and formats can be created, organised, managed and approved:
Once your items have been added, you can create templates to add structure to them. You can apply a different template to each content type. For campaigns, if they follow the same layout and structure on the University website, you can create a template in GatherContent to mirror this.
Here’s an example:
Templates mean that even if there are lots of people involved in the creation, review and editing of content, it will always be delivered in the correct format. You can apply a template to multiple items at once, saving lots of time! It also means if there are lots of different content types that make up a campaign, they can each have their own template.
To ensure content is in line with your style guide, voice and tone, and brand personality, you can include guidelines as part of your templates to offer instructions for content writers, editors and reviewers to follow.
This ensures all content is purposeful. Here’s an example of field level guidelines to ensure content is written in the way you need:
You can also set word or character limits which will ensure the content maps nicely to your CMS.
Here are more examples field level guidelines:
Once your content items have been added, a template created and applied and guidelines added, you can create a bespoke workflow for all those involved in campaigns.
A workflow can be as simple or as complicated as you need, with colour coded statuses for an easy-to-see overview of where content is at.
The workflow will bring people together to ensure content is delivered on time. And with structured content, guidelines and a clear process, there will be fewer revisions and feedback loops, which means faster approval of content.
People will be intrinsic in the success of getting content delivered on time. In GatherContent you can create different groups and add people to these groups. You can also control their permissions, ensuring they can only do what is needed of them in GatherContent.
For a Higher Education institution, your people and groups might look something like this:
The permissions you set for each role might be similar to:
This means not only do you have a clear process for content, those involved know what they need to do and by when.
Collectively, this management of course content in GatherContent will ensure content is created, reviewed and approved efficiently, with effective content being delivered on time.