Imagine this scenario—you’re a little over a year into your content marketing program and you notice that while your strategy has shifted, the content being produced has not. This scenario recently arose with a Skyword client, and here’s what we did to fix it:
This client’s particular program has been live for more than a year and recently went through an overhaul that included both a relaunch of its website and a shift in its strategy. The client was looking for a way to reengage the newly consolidated team of writers in an effort to evoke excitement as well as ensure proper execution of its new content strategy.
Skyword often holds team-building programs to foster chemistry among stakeholders. In this case, we decided to hold a writer workshop with all eight writers of the program, the client, our internal editorial team, and the program managers. This gave us the unique opportunity to have all members of the content creation team join together in an open forum to discuss relevant questions, concerns, and program direction.
To ensure a successful workshop, we felt it was important to sync up with the client beforehand and nail down the formatting details. Since the writers don’t get much regular interaction with the client and other writers on the team, we felt it was essential for the client to lead part of the discussion, as well as leave ample time for writer questions. The writer workshop format was broken down into the following parts:
One of the writers described this workshop as “invaluable.” The client, for its part, referred to the workshop as “useful” and “inspiring.”
These responses are often what we hear from clients and writers during our workshops. The content creators felt as if they’re given a voice in developing a corporate marketing strategy, and the client benefits from new, fresh ideas.
From Skyword’s prospective, holding a writer workshop is crucial for content marketing success. It allows every member of a team an opportunity to be heard, become reinvested in the program, and fully grasp client expectations. To have a successful program, it is essential to have everyone on the same page and to fully understand a program’s vision, which is exactly what these workshops grant. Since holding this particular workshop, we have already seen improvements to articles submitted as well as an overall communication improvement throughout the entire team.