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Content Calendar & Production Workflow

System: 02 Marketing
Tooling: Microsoft PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress. (Board View) & SharePoint (File Storage)
Owner: Marketing Lead

1. The "Content EngineContent Engine System 5 of the operational model; the 'Central Nervous System' responsible for transforming raw information into standardized, modular assets for use in courses, marketing, and support." Concept​

We do not post randomly. We operate a "Publishing House" where content moves through strictly defined stages. This ensures quality and consistency.

2. The PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress. Board Structure​

Create a new Plan in Microsoft PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress. named "Content Calendar".

Buckets (The Workflow)​

  1. Ideas / Backlog: Raw ideas. "We should write about X."
  2. Briefing (In PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress.): Approved ideas being fleshed out (Target audience, Key takeaway).
  3. Drafting: Writer is actively working on the Google/Word doc.
  4. Review & Polish: Editing, Design (Images), and SEO checks.
  5. Scheduled: Uploaded to HubSpot/Social Tool and ready to fire.
  6. Published: Live. (Move to this bucket after verification).

Labels (Content Types)​

  • Pink: Blog Post / SEO Article
  • Blue: LinkedIn / Social Post
  • Green: Email Newsletter
  • Yellow: Video / Webinar
  • Red: Lead Magnet / E-Book

3. The "Standard Post" Checklist​

Every card in the "Drafting" phase must have this checklist:

  • Keyword Selected: Primary SEO keyword identified?
  • Draft Created: Link to Word Doc in SharePoint attached?
  • Graphic Request: Hero image requested/created?
  • CTA Defined: What is the "Call to Action" at the end? (e.g., "Book a Call")
  • HubSpot Upload: Formatted and staged in CMS?
  • Social Snippets: 3 variations of social copy written?

4. Cadence & Rhythm​

  • Weekly Content Meeting (15 Mins):
    • Review the "Drafting" and "Review" buckets.
    • Unblock any stalled posts.
  • Monthly Planning:
    • Move 4-8 cards from "Ideas" to "Briefing."
    • Ensure a mix of content types (Educational vs. Promotional).

5. Storage​

  • Drafts: Store in SharePoint > /Marketing/Content_Drafts/[Year]/[Month].
  • Final Assets: Store in SharePoint > /Marketing/Assets/.

Related Documents: