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Set up your content creation process

A well-thought-out content creation process is necessary to create any content, regardless of its scope. If you're just creating content without setting proper goals and deadlines, you may end up with an inconsistent content that's not even serving its purpose.

To make sure you won't end up wasting any resources, Kentico Kontent helps you every step of the way to ensure your content creation process ends up a success.

Table of contents

    By creating a solid process for your team, each team member will understand the goal you're working towards, what tasks they need to complete, and know about other team members they depend on.

    Preparing content types

    First, you need to determine what types of content you need and what audience it is intended for. When creating new content types in your project, have all of this in mind to make sure the structure will be clear to your content creators, too.

    You can create an intuitive writing experience by dividing your content into content groups. For example, SEO metadata will have its own group and so will the taxonomy group to tag your content into categories. You can then restrict access to these specific groups when configuring roles in your project. By doing so, content contributors only fill in elements they know and understand and leave the rest to the subject-matter experts. 

    Content groups in an Article content type.

    What content groups might look like in a content type

    To simplify the authoring experience even further, add context about the intended use of elements in each group by filling in guidelines. You can also add a stand-alone guidelines element at the top of the content type explaining when to use it and when not to. This could help your content creators decide which one to use especially if some of your content types seem quite similar.

    Developing a content creation plan

    Now that you have your content model all set up, it's time for some planning. An editorial calendar is perfect for keeping your content creation on track. It's a good way to schedule content and define the cadence in which you will publish your content.

    By setting up due dates in your content items, the calendar can help you prevent content delays and together with a project overview, you can oversee the upcoming releases with ease.

    Getting your content from brief to published

    How easy or painful it will be for your team to get your content published, depends on setting up a proper workflow. Every project you work on might be different and that's why you need to adjust the workflow process according to your current project's needs.

    A properly set up workflow defines and enforces the content creation process at the same time. In Kontent, you can assign user roles to different workflow steps to ensure each team member knows what their responsibility is and in what stages of the process they come in.

    There are no strict rules as to what your workflow should look like. The important thing to know here is that the earlier you start setting this up, the better. This way, you will be able to identify possible content delivery gaps and bottlenecks early on.

    Workflow steps for common production flow

    An example of a common production flow.

    Including external systems

    You can even take this one step further by customizing the content creation process to include external systems, such as DAM. Workflow steps can trigger webhooks to provide integrations with external services throughout the whole process.

    Defining roles

    Knowing who needs to do each task and where the responsibilities lie is crucial for every content creation process. Without a clear understanding of who is doing what, some tasks might not get completed at all and bottlenecks can be reached. Also, your team might experience an overlap in responsibilities resulting in duplication of work and wasted time.

    To identify roles within a project, you might want to use a tool such as the Responsibility assignment matrix (RACI) to help you with this. This way, it will become clear what each role is accounted for and what their main tasks are.

    When defining roles, you need to also consider people from different departments involved in the process, for example, UX, development, or subject matter experts. This is necessary to connect any silos across the workflow.

    Once you have clearly defined roles, Kontent is here to help by allowing you to set their capabilities accordingly. You can restrict each custom role by allowing them to only work with assigned content, specific content groups, and a lot more. Or you can do it the other way around, by adding the exceptions to certain roles instead. By doing this, you can make sure each role only works with the content they're responsible for, leaving no room for mistakes.

    Making people accountable

    Now that you've prepared your project by preparing the content types, creating a workflow, and identifying the roles, it's time for some writing. But first, it's important to let content creators know what's needed of them from the very beginning.

    Save time by creating content briefs

    One way to help your content creators understand what's needed from them is to write a content brief. This will outline the requirements for each piece of content and you will not waste time by going back and forth making edits during reviews.

    When in a content item editing, there are several ways to communicate and delegate work within your team.

    Assigning contributors

    A good way to start is by assigning contributors to a content item. These people will be responsible to work on that particular content item from its very beginning. During the content creation process, the contributors may change when moving an item to the next workflow step. For example, once a content creator is done with the writing, they send the item for review and assign their colleague who should take a look at it.

    Creating tasks

    Having a contributor assigned to an item is essential to know who's accountable for which item. But more often than not, that's not enough. To gain greater clarity into what needs to be done and by whom, it's good to create a to-do list for each piece of content. In Kontent, you can create and assign tasks within content items to delegate responsibilities while also making it easier to track the progress of an item. By creating tasks, each team member will know what exactly is asked of them and you will get notified once the activity is completed.

    Tasks in a content item sidebar

    An example of how John Doe sees his task in a content item.

    To-do lists for post-release activities

    You can also use tasks to make a list of things that needs to be done after your content gets published. For example, promoting content on social media or adding it to your next newsletter.


    To make the collaboration of your team easier, you can comment on specific content, make suggestions, or even start discussions about the items as a whole. All of this is possible directly in the content item editing. When commenting on a piece of content, you can also mention someone specific by typing "@" to get their opinion. This is especially useful when you need to get answers without having to explain everything out of context. The person mentioned in a comment will get notified via email so you don't need to ping them directly. And in case you just want to discuss the content item as a whole, you can open a new discussion for any of the contributors to join and share information.

    And last but not least, when handing over content, for example, by sending it to legal approval, you can leave a note for the future assignee. Notes can also come in handy if you want to "pin" something more general to a sidebar for everyone to see.

    Note shown in the sidebar of a content item

    Note shown in the sidebar of a content item.

    What's next?

    Having a properly set up content creation process is always a good place to start. Now that your new project is ready, dive deeper to: