Content Marketing Review SOP

Project Year: 2022

Situation

Operating in the healthcare space, Ezra’s content marketing efforts were subject to strict regulations. Marketing growth, on the other hand, required the rapid scaling of content publication. These two goals created tension within the organization and attempts at working with a content marketing agency had proven unsuccessful.

Approach

In redesigning communication operations at the organization, I worked to create a standardized protocol to guide the development and review of marketing material.

We approached this in two steps:

1. Designing a content style guide
2. Designing review protocol

Content Style Guide

We designed a style guide as a reference document for agencies, writers, and other stakeholders to govern the way we present the product and related information. This enabled us to answer some of the most frequently asked questions about the product ahead of copy and content production, reducing recurring errors.

Review Protocol

We then worked to create a review protocol that would funnel the materials through internal teams whose approval was necessary for publication. In this way, the marketing, clinical, and compliance teams were able to provide ample oversight of each piece to ensure a truthful, accurate, and optimized presentation.

Impact

• The article review process was reduced from 7 days to30 minutes, on average
• Article publication increased to an average of 8 articles a month
• The production budget was reduced by 30%
• Training of new writers and editors was reduced significantly with the introduction of the style guide
• Organic web traffic increased by 166%

While at Ezra, I served as an SEO Content Manager before being promoted to Senior Marketing Manager. This case study is from one of the many projects I lead there during my latter role.