13. Content Marketing Process: Embrace Art and Science

Many marketers treat content creation as a purely artistic job. Content ideas are based on their intuition, the authors in one team create in completely different standards and attempts to impose discipline are treated as an attack on the creative process. Meanwhile, content marketing must be included in the process in order to be effective. The use of a process framework in content marketing management provides space for creative work, but it also ensures the consistency and predictability necessary for the work of the organization. This chapter will guide you through the best practices of professional content creation process management developed and constantly refined by leading editorial teams. You will also find a specific description of the content management process phases and even specific task and jobs which need to be executed at each stage of the process.