Content Approval for B2B Companies

The relatively chaotic world of content marketing has been around for a while, but the pandemic managed to swiftly bring this chaos to an end.

These days, over 80% of companies are using content marketing, with many stating that it’s an essential element of their marketing strategies.70% of companies state that they’re planning to make long-term investments into their content marketing efforts.

However, despite being such a big industry, content marketing is still a relatively turbulent field, especially when it comes to getting content approval from consumers.

Companies have to invest a lot of time, effort, and money into developing and creating content, sending it to the right people, and waiting to see whether it gets approved.

For many companies, that’s the end of the road for their content. Fortunately, there are specific strategies that work well for content approval, and they’re all about a company’s workflow and content plan.

Lead Up

One of the biggest problems that companies face in terms of their content approval systems is that they don’t know if there are any bottlenecks or obstacles throughout the system.

According to a survey, nearly half of all companies consider their biggest marketing challenge to be content production flow, while at the same time, many companies don’t even have a formal content workflow.

When a company doesn’t know what a content’s journey from development to publication is like, that piece of content is likely not going to reach the content approval stage.

Plenty of times, the piece of content is held up early in the journey because no one learns the steps it needs to take before it’s simply forgotten about.

The best solution to this problem is creating a simple workflow for developing, creating, and publishing content, which is closely followed for every piece of content a company creates.

Optimizing the Approval Process

When everyone in a business is on the same page regarding content workflow and the goals of their content marketing campaign, it’s time to optimize the entire content approval process.

Once a company establishes its content marketing goals and KPIs, it should identify something measurable to keep track of in order to note the performance of its content.

Instead of making the entire content approval process a mix of creating, editing, pitching, revising, and plenty of other elements, companies should assign one person to go through all the goalposts for every piece of content to ensure its approval.

To make sure they are effective with the task, it should be ensured that this person understands what the company is trying to achieve with its content marketing campaign, as well as the content approval process.

Armed with all that information, the approver will be free to comment on how to make the content more effective, instead of being circular or vague.

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