With the sudden shift to decentralized work, professionals across industries have grappled with resetting their workflows and learning how to keep their projects on track despite the literal distance between their teammates.
In this #ContentChat, we discuss how content marketers can overcome their remote project management hurdles and increase their efficiencies through digital collaboration. Read the full recap below which includes the challenges we’re facing, the benefits of virtual collaboration for content marketing, and tips for running a successful project meeting that sets your team up for success.
Q1: What has been your biggest challenge, as a content marketer, for adapting to virtual collaboration versus in-person collaboration for your content marketing strategy and deliverables?
Many marketing and communications teams have embraced remote work for several years, so the transition has not been as difficult for them (stay tuned for their tips in Qs 2-4).
A1 Our content marketing team has always been remote around the world so we didn’t see much difference, to be honest. We all know what our respective houses look like by now. 🙂 #contentchat
— Visme (@VismeApp) July 13, 2020
A1. We’ve always operated remotely, so there hasn’t been much change in our workflow. Tools like slack, zoom, Google Suite, Zapier, etc. have all been great for keeping our content marketing strategy on track & maintaining a strong, collaborative atmosphere. #ContentChat
— ChipBot🚀📈 (@getchipbot) July 13, 2020
A1: For us, specifically, the switch was not a challenge. We communicate project details via Slack. Review and edit articles through GoogleDocs. Get feedback on our Canva and Piktochart projects by sharing the documents. Technology has made it all possible and easy. #contentchat
— HelpSquad (@helpsquadusa) July 13, 2020
A1. I feel it’s more or less the same for the past 15 years my job has been virtual and so are my clients. #contentchat https://t.co/XopeygJYJs
— Janette Speyer (@JanetteSpeyer) July 13, 2020
Regardless of previous remote work experience, though, other community members have faced challenges like not knowing when meeting attendees are actually engaged…
A1a: When you have everyone in a room for a content marketing strategy meeting, you can ask everyone to put their phones face-down and close their laptops. When we are all collaborating virtually, it can be hard to know who is actually present and engaged. #ContentChat https://t.co/SdjmROvIXr
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
Missing the charm that is unique to in-person collaboration…
A1:
I miss the personal interaction you get at an in person meeting or something…
But virtual collabs have allowed me to reach out to brand new partners like never before because people are more In tune to virtual modes #contentchat https://t.co/8gqiYJ4NtO
— Research Geek (@Jake_pryszlak) July 13, 2020
A1. Honestly? Not much. There was only one client with whom I met in person, and we’re only just picking up again as they’re in travel. I miss coffees though… #ContentChat
— Katie Thompson (@katielingoyork) July 13, 2020
Engaging with colleagues who do not prefer virtual collaboration and are less willing or enthusiastic to engage online (meaning the meetings are less productive and/or enjoyable)…
A1b: When collaborating with someone on the content creation front, you never know if you are going to get someone who doesn’t want to go on video, or use any collaboration tech, which can make it so much less fun, and often less effective. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
Being unable to contribute during meetings if some team members are still collaborating in-person and are not leaving room for other voices…
A1: In my past job, I got used to being remote. My colleagues were all in Arizona, and I was in Colorado. The hardest part was being able to find dead space in the convo to add opinions. #contentchat
— Jason Webb (@JasonLWebb) July 13, 2020
Agreed. When I was on a marketing team that had a few remote workers who had to phone in for all-hands, we used to write reminders on the agenda to ASK THEM if they had any Qs or anything to add so they wouldn’t get left out. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
Staying in sync with the rest of the team, specifically in knowing what everyone is working on and keeping an accurate track of the team activity. This is amplified because teams are likely using more communications channels than before (i.e. Slack, Google Hangouts, Skype, etc.), making it harder to know what was said and on what channel…
A1 Simply knowing what conversations are taking place and who knows what. It’s challenging to be/stay in the loop and keep others there, as well. #contentchat
— Martin Lieberman (@martinlieberman) July 13, 2020
Internal. In the office, you can easily grab people to have conversations, or you’ll hear things, or see them. At home, you have to make an effort to include people or be included. #contentchat
— Martin Lieberman (@martinlieberman) July 13, 2020
Good one. The time I used to burn on social media is now spent keeping up on Slack channels #contentchat
— Dan Goldberg (@Jonas419) July 13, 2020
That’s assuming Slack is where those conversations are taking place … and not Zoom, or private threads. #contentchat
— Martin Lieberman (@martinlieberman) July 13, 2020
Or worse yet—in emails! #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
Losing the meaning of a message because of the virtual delivery…
A1 I would have to deal with this often in volunteer capacities as well as serving clients all over the country. Context is the first as easiest thing to lose when communicating between remote location. Never lose focus on context. #ContentChat
— Derek Pillie (@derekpillie) July 13, 2020
Handling new job responsibilities (and challenges) that come with reaching audiences online…
A1. Creating messaging that actually resonates with all the different audiences on social media channels. My job scope has grown by 10 fold! #contentchat https://t.co/XopeygJYJs
— Janette Speyer (@JanetteSpeyer) July 13, 2020
Having difficulty reaching coworkers or clients, and no longer being able to walk up to someone for a quick brainstorm or ask for a specific resource/deliverable…
A1 Depending on clients to send content I can’t go out and get. #ContentChat
— Shane Shaps (@520eastbrands) July 13, 2020
A1: We’ve always been 100% remote here, so we’re used to the virtual communication. But, from past in-person experiences, I do miss having those quick “can I bounce this idea off of you?” convos. Impromptu video chats help, though! #ContentChat
— WriterGirl (@WriterGirlAssoc) July 13, 2020
And feeling like projects are never complete because final buy-in is harder to gain, keeping us in a never-ending loop of “can you make these quick edits?”
A1 I retired in the late Spring, looking now for a part time gig.
The toughest part is getting the final buy-in, the tweaking can go on and on when not meeting face to face, I think. #contentchat
— Terry Porter (@TPorter2) July 13, 2020
Q2: What has become easier/better/faster now that the bulk of your content marketing collaboration is being done virtually?
Despite the challenges listed above, virtual collaboration can be highly beneficial (and in some cases preferred) for content marketing. These benefits include time saved by not having a commute, leaving more time to establish a healthy work/life balance (plus, the environmental benefits of not commuting)…
A2 My commute and the amount of time I can really give to clients. #ContentChat
— Shane Shaps (@520eastbrands) July 13, 2020
A2:DEfinitely a better time balance with no commute #ContentChat
— Matt Byrne (@mattbyrne40) July 13, 2020
A2. I suppose, invariably there are fewer meetings and more things being confirmed over email. That saves a lot of time. Less client travel too. Good to be green! #ContentChat
— Katie Thompson (@katielingoyork) July 13, 2020
A2 Exercise. I can feed the cats at 5am and hit the streets for a run and still be online before 8. Pretty tough with a 60mile commute #ContentChat
— Dan Goldberg (@Jonas419) July 13, 2020
The increase in video meetings means that conversations can be recorded and revisited, and video meetings allow for visual cues, unlike on phone calls…
A2: People are getting used to video meetings, and are less likely to say no to recording them (so you can get a transcript that you can use later). Having a record of what was decided—and the conversation around it—is so helpful! #ContentChat https://t.co/naTRZvID6a
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
A2: Video conferencing is used more now, so it’s easier to read visual cues from people when pitching ideas. #contentchat
— Jason Webb (@JasonLWebb) July 13, 2020
Following on this point, any written messages can easily be revisited and referenced, unlike decisions that used to be made verbally in the office with no written record…
A2: Having always used technology for our collaboration chats and reviews (even when working in office) we always enjoyed the speed and convenience of communication. My personal favorite is being able to copy and paste text from online conversations if I need to. #contentchat
— HelpSquad (@helpsquadusa) July 13, 2020
Remote work means your team can access a more diverse talent pool…
A2: Hard to answer this one, since we’ve always been remote, but I’ll echo what some others are saying: Fewer in-person meetings and less travel = more time dedicated to clients. It also gives us a talent pool with more diverse skills. #contentchat
— WriterGirl (@WriterGirlAssoc) July 13, 2020
And by enabling new channels for collaboration, team members can have more time to compose their thoughts and think through their responses.
A2. Virtual collaboration makes the brainstorming and idea sharing easier & more flexible. When you’re sending messages through Slack, for example, you have more time to think about your responses/process the info being sent to you. I find the freedom invigorating #ContentChat
— ChipBot🚀📈 (@getchipbot) July 13, 2020
A2a. For smaller a startup/company, doing bulk work gives you a huge advantage & brainstorming is half the battle. Being able to efficiently come up with ideas, really simplifies process of creation for us. #ContentChat
— ChipBot🚀📈 (@getchipbot) July 13, 2020
Q3: What does your virtual content collaboration workflow look like? How many people are involved, and in what roles?
Team structures can vary, and it is important for everyone to understand who is on the team and what their role is. Document these roles and responsibilities for full visibility. Ideally, everyone will be cross-trained so they can plug in wherever needed.
A3) We have a very well defined process and owner of each step of the process. Also, everyone is cross trained so any member of the team can jump in when needed.#ContentChat
— Ivana Taylor (@DIYMarketers) July 13, 2020
A3 I have seen many different organization methods but they tend to fall along the lines of the skills in house. My preferred org layout is similar to a newspaper’s news room. #ContentChat
— Derek Pillie (@derekpillie) July 13, 2020
A3
Our content team has two people that manage the content, the writers, and the editing. We’ve just hired a growth specialist to put a bit of fire under the collective behind. Our founder is at the head of it all checking in. #ContentChat— Visme (@VismeApp) July 13, 2020
Templates can bring consistency to your processes, align the team, and save you time on unnecessary back-and-forth if you forget to ask the right questions during your initial conversations.
A3a: Currently, my content collaboration process usually starts in a google doc. I like to use a blog post template with clients and my own team to make sure we are thinking about the final publishing and distribution of the content as we create it. #ContentChat https://t.co/lWbw789dmW
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
We also use standardized intake forms/project brief documents to make sure we get essential questions answered upfront. #contentchat
— WriterGirl (@WriterGirlAssoc) July 13, 2020
Agreed. For instance, my blog post template includes a section for the writer to draft social media content. If you write a blog post and can’t think up even 1 compelling Tweet that gets across its main point/takeaway…yeah. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
We had Page Title/Page Description/Page KW targets as parts of our templates/briefs. #ContentChat
— Derek Pillie (@derekpillie) July 13, 2020
While much of this process can be facilitated via email, a phone or video call is recommended to ensure everyone is on the same page. A creative brief is also recommended, especially if you choose to not host a project discussion call.
A3. Phone call, email to confirm, brief, first draft, email amends, sign off. Usually just me and one client, but sometimes it’s approval by committee. #ContentChat
— Katie Thompson (@katielingoyork) July 13, 2020
A3b: I combine that with an intake call or creative brief to make sure the scope is clear on both sides. After I have an outline or starting point defined, I then use Slack to ask people for input or reviews, as tracked changes and comments in the document file. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
Messaging channels can be used to check in on deliverables and share ideas.
A3. We have a fairly small family-like atmosphere, so we actually keep a constant flow of ideas through our Slack channel. When we need to talk strategy, our collaboration process usually consists of a relaxed back & forth that covers predetermined topics. #ContentChat
— ChipBot🚀📈 (@getchipbot) July 13, 2020
Consider adopting project management tools like Basecamp, Kapost, Redbooth or others to assist in the process. Comment below with your go-to tools.
A3: We rely on @basecamp for a lot of our internal process, but we adjust and customize based on the client’s own process. We also use lots of templates for consistency across projects. #contentchat
— WriterGirl (@WriterGirlAssoc) July 13, 2020
A3c: In larger orgs, I’ve used a tool like @kapost or various project management tools to keep all the layers of input, collaboration, and approvals on schedule. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
Q4: How can you kickstart a virtual collaboration session with someone who hasn’t previously engaged with you in that way, through a virtual medium? What are your tips to not end up with a mostly reactive conversation?
Preparation is the key to any successful meeting. Send an agenda for your meeting at least a business day ahead of time so attendees can review and start to prepare their thoughts.
A4 I think whether virtual or in-person, an agenda is key. Don’t log onto zoom at the time of the meeting with no plan or goal of what you’re there to accomplish. #ContentChat
— Shane Shaps (@520eastbrands) July 13, 2020
A4 Virtually or in-person, it is so important they understand the value of advance preparation. Too many kick off sessions wasted when clients thought they could just wing it during the session instead of following the advance prep we asked them to complete. #ContentChat
— Derek Pillie (@derekpillie) July 13, 2020
Yes. Never come to a meeting empty-handed and think you’ll start with “what do YOU want to talk about?” Time is valuable. Make it worth it. #ContentChat https://t.co/roidLXPInu
— Shane Shaps (@520eastbrands) July 13, 2020
A4: I’m a big fan of agendas. Even just a few bullet points in the meeting invite outlining what questions you’d like to answer or what you’d like to accomplish during your time together. Set expectations upfront and everyone comes more prepared. #contentchat
— WriterGirl (@WriterGirlAssoc) July 13, 2020
At a minimum, enable attendees to add comments/questions to the agenda.
Agreed. It’s also nice when the agenda is editable by attendees (or they can at least comment and update it to include links to relevant resource materials, to have that living record of the meeting and what was shared. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
If your team is unprepared for a meeting, consider using the scheduled time for everyone to review the agenda and start thinking through things, and reschedule the meeting for a later day or time.
I hate that!! And I have been in that spot as well. When possible, I take a few minutes to discuss the pre-work, clarify any questions then respectfully ask them to use the remaining meeting time to complete that rework, and set a time for the rescheduled meeting. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 13, 2020
Not everyone will be comfortable collaborating virtually. Reassure your team that all meetings are a safe and collaborative space, and discuss how the virtual tools can be used during the meeting (i.e. use the dedicated chat window to ask questions).
A4. @520eastbrands mentioned having an agenda, which is probably the most important thing to bring into a virtual meeting. A close second would be reassurance this is an open, safe & collaborative space, so that everyone feels comfortable sharing ideas. #ContentChat
— ChipBot🚀📈 (@getchipbot) July 13, 2020
And for any meeting, leave with clear next steps that are recapped via email or in the agenda document so that everyone knows what they should be working on.
A4 Do your homework on the person you want to collaborate with so you can have relevant ideas. Close with multiple next steps #ContentChat
— Dan Goldberg (@Jonas419) July 13, 2020
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