Content all around: How can executives easily keep track of (content marketing) content?

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Back in my print journalism days the executive editor could pick up the daily paper and see what the teams had produced and published.

There was a start and an end to the content! The front page and the back page!

In that level of the organization that role reads very little of the content before it publishes. I see that for myself too. With 3 brands and 4 websites, I estimate that I maybe read and edit up to 10 percent of all content before it publishes.

If I consider that different mediums – like print and social – get even different edits my percentage may be below 5 percent.

While it can be tough to read everything when your team is a content machine, executives should consider at least trying to skim. At the very least, they should have a chance to.

In the print days that was easy: Here’s the printed paper or magazine.

In digital, you can’t do that. Not even looking at the homepage may even reveal the latest stories.

For example: Not all websites necessarily publish the latest articles to the homepage. Though, I don’t know why not. Or the homepage moves too fast for new articles to stay there for long.

Some executives I’ve worked with before had their teams create spreadsheets.

Think:

Article name – publication date – link

That seems like it’s unnecessary work but I can see why some spreadsheet fans would get that as an idea.

Personally I prefer the content teams use admin time like that for more content creation or syndication.


Some of my favorite tools to keep track of new content

Apple News

If your publication is on Apple News, check the latest headlines there. That looks like this:

It tells you when the articles were published as well. Then you can click over to read them. At the very least you are now aware of the topics published recently.

Keep in mind that there could be a slight delay between publishing on the website to when it shows in Apple News.

Personally, I check in here at night or while traveling.

I like this because all articles should show up here when it’s set up with an RSS feed.

Twitter

I do still read a ton of stories on Twitter. To catch of a brand’s that assumes that publishers post all new articles to the network.

I would recommend that they do and it’s even a process that can be automated.

For example, I use the Jetpack plugin and its sharing function. Every time an article publishes on here it also pushes to Twitter.

Automatic emails

Sometimes these are called blog, article or news notifications.

I even like these for the public audience! If you don’t want to do auto emails and prefer custom designed newsletters you can always set up a Feedburner email and get the latest posts that way.

I did this years ago at United Way and a good chunk of team members signed up to receive the update.

Flipboard

The Flipboard app allows you to read curated content by hashtag but also by channel.

Google Data Studio

Your data team can build a dashboard for you that pulls in all the latest articles and it even includes performance.

That’s the spreadsheet from above version 2.0. Automated for the win.

The biggest problem is currently that these dashboards don’t work well on mobile.

Other / Conclusion

There are likely other channels and ways to keep track! Whatever way you use keep the differences for digital from print in mind and please use a process that is automated.


Teams can use all the time they can get to create content, syndicate it and then analyze what worked and what didn’t for the next go-around.


Of course, as leaders we also want to have somewhat of a line of sight to the content that is being published.