Content marketing is a collaborative effort that involves creators, designers, and the marketing teams that sell legal services for today’s attorneys.

Having a content publishing system in place is essential to consistently create high-quality content.

One of the most important elements in any content distribution system is the publication approval process. It supports all aspects of your content marketing including its ideation, creation, authorship, and updates.

The following will help you understand the publishing approval process so that you can manage the strategies for delivering the content your audience needs most.

Why You Need a Publishing Approval Process

Although most content management systems include approval features, it’s not enough to simply implement them in your workflow without considering your firm’s business objectives.

Law firms and their marketing teams need to consider the purpose of the approval process and identify participating team members.

Approvers must know what’s expected of them in order to make the entire content creation and publishing process more efficient.

Communication between creators and approvers improves your content marketing and gives you better results over time.

Common Publication Approval Issues

There are many issues that can arise if publication approval processes are put in place without an understanding of how to implement them.

If there are too many people responsible for approving content, it could slow down your content marketing process. The opposite can also occur when there aren’t enough approvers to maintain consistency in your publishing schedule.

All of your content marketing team members must understand the system that will be used to approve future content.

Problems can arise when approvers are unable or unwilling to use the content management system your law firm has chosen for publication and distribution.

Approvers must avoid rewriting content in ways that negatively affect its readability, relevance, or quality. The original purpose of any piece of content must be maintained throughout the entire process.

Best Practices for Publishing Approval

There are many reasons why law firms and other businesses have content publishing approval processes in their workflow.

For some, the approval of content prevents the risk of potential legal issues while others may need to make sure that the content aligns with the overall marketing strategy.

Before implementing an approval process, define its purpose and role within your marketing plan.

Content creators, editors, and approvers must understand their responsibilities, and clear communication must be established to optimize the entire process.

Each individual will have unique skills and authority in relation to your content’s publishing approval. As a result, you should assign specific tasks according to these skills in order to achieve the best results.

Some content may need to bypass the approval process. Your law firm’s marketing team should have a plan in place to accommodate special circumstances.

Your content publishing approval process must be carefully planned in advance. The themes, tone, language, frequency, and other factors need to be established early.

Having a content publishing approval process streamlines your marketing efforts. This can maximize the results you achieve while minimizing the use of limited resources.

If you’re struggling with your content marketing, let us know what challenges you’re facing in the comments below.

Understanding the role of the approval process, assigning team members according to their skills and expertise, and communicating its purpose to your entire team results in a more efficient content marketing strategy.

Rob Riggs

Rob Riggs is a talented entrepreneur and keynote speaker with more than 10 years experience developing technical solutions for organizations representing a wide array of industries. Rob leads the Your Design Online development team. He and his team are responsible for taking the concept, the design, the graphics and copy and transforming them into effective digital experiences. Read more here.

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