July 15, 2021
We made a mistake.
Okay, a few actually, butat Ladder, we’re not afraid to admit when we do something wrong.
It’s part of our goal to be as transparent as possible, whether it’s on our blog or in our communication with clients. You can see that in the content we publish – we’re happy to share what we do with as much openness as we can.
So back to the problem at hand: we started making silly errors in our content marketing – typos, late articles, delayed newsletters, sloppy execution. It was time to evaluate what was going wrong.
After all, if we’re trying to create the world’s most useful marketing blog, we’re absolutely going to hold our own feet to the fire.
But the goal wasn’t to punish ourselves. We have the benefit of trust and collaboration among our (admittedly small) internal marketing team to do the right thing for one another.
So, what happened?
But let’s be clear: these are not excuses.
Again, if we don’t hold our feet to the fire, we don’t practice what we preach when it comes to transparent, data-driven, efficient growth strategy.
So with that, I brainstormed with Malaika, our content marketing strategist, to figure out exactly how we fix ourcontent distribution schedule to avoid these mistakes.
One of our solutions: a new blog posting schedule.
Our old blog posting schedule was a bit of a mess because it didn’t account for the fact that every Tuesday and Thursdays ended up being overloaded with work.
Here’s a general overview of what we did in the past:
You can probably see the bulk of the work happened on Tuesdays and Thursdays, and that’s when most our mistakes would happen.
Ideally, we needed to have a system that evenly spreads out the work across all 5 days of the week, while still accounting for special circumstances throughout the week. Here are a few ideas we came up with:
We could transition to a Monday/Wednesday publishing schedule and continue to send our newsletter on Thursday. The full process would be:
We could go to a Monday/Thursday publishing schedule, moving our email newsletter to Wednesday, but we refocus our centerpiece article to Tuesday. The full process would be:
We could refocus on one small or listicle style article (maximum 1000 words) and one large article (1000+ words, content-heavy), and keep the same publishing schedule.
Alternatively, we could focus heavily on updating older posts. We could publish one new post a week, and then update and redistribute 2-3 posts a week.
From the start, we didn’t like #2 and #4.
#2 felt like an illogical progression in work over the course of the week, and just didn’t vibe with our work style.
#4, while useful, would waste an opportunity to tackle more new keywords and topics in favor of always bumping old posts. We love writing new things, and that would hurt our ability to do so.
In the end, we went with a hybrid of #1 and #3, with a bit of #4 sprinkled in.
Here’s the final process:
There’s a great logical flow of work and responsibility in this process that lets Malaika and myself have well-structured days writing and prepping content, while also being able to handle all our other responsibilities.
But that’s not all that was wrong with our process…
We were doing no editing and review at all. That’s entirely on me – I didn’t do enough to be proactive about it, instead just saying “yeah if you need my help on anything, I’m here!”
But, that’s not the right way to do a review at all. It has to be formalized and structured with an actual process so that we’re not letting anything slip by.
So after some discussion, we came to this conclusion: editing and review should really only take 15-30 minutes, with an hour maximum of added time to be allotted to it.
Here’s how that process looks:
Simple, but set in stone. That’s what was missing, and now that we have it, we’ve managed to catch a lot of small errors that we could have gotten embarrassed by. The system’s working, and we’re happier with how things are going so far, but we’re monitoring and making changes as needed.
We’ve also learned a lot during this process that could help your company avoid the same mistakes we did.
Sign up to our newsletter to stay up to date with all the latest movements in the field.
More from Ladder Blog
Putting finance at the heart of the business allows you to connect all the dots, have the business work in harmony, grow faster, and substantially reduce setbacks. By analyzing the data provided by all the departments, finance can design a master template, a master data budget, or a growth plan to make the right decisions that can help you effectively grow the business.Read More →
Your marketing success ultimately comes down to your goals, your risk tolerance, and employing a sound strategy regardless of whether it’s volume or efficiency-based. The key is to clearly outline your strategies and expectations and optimize your resources, time, and capital to give yourself the best opportunity for success. Remember that you and your growth partner must be on the same page or you might run into some very unpleasant conversations when it comes time to report on progress.Read More →
Promote a social post to get cheap visits to a website and capture emails. High quality social posts can be targeted to reach specific audiences based on interests, shopping habits, browsing habits, and more. Publish a post on a social network and use their native advertising too...
Place your call to action form or button on the right side of your landing page to increase activation. Focusing on the right side of your landing page rather than the center, especially when the form remains visible while scrolling down the page, keeps registration forms and CTA...