2. A content creation calendar In addition to an editorial calendar, it is helpful to maintain a document that tracks the creation of individual pieces of content. Whereas an editorial calendar gives you a high-level overview of what’s being published when, a content creation document will To find out more allow you to track the work being done on individual pieces of content so that you stay about content better organized. For example, in this document you will note when drafts of content creation calendars, are due from your freelancers, whether or not an eBook has been proofread, or who including how to set still needs to review your next white paper before it can be published. one up, see page 92 in the Appendix. 3. A content marketing style guide A company’s content — including its website, blogs, collateral, thought leadership, and social media — can help create and nurture a strong brand if it is clean, crisp, and consistent. Conversely, if your content lacks these characteristics, it can quickly undermine your brand. That’s why every company needs a content marketing style To find out more guide. Good style guides document and standardize everything, from the unique termi- about content nology a company uses to describe itself to its spelling and punctuation preferences. marketing style guides, The style guide becomes a basic road map that everyone can follow to help create including how to create one, see page 93 consistent, high-quality content. in the Appendix. 4. Process documents Every time that you establish a process for your content factory, whether it’s how to create a case study or how to promote a big piece of content through social media, it is important to document that process. This not only institutionalizes the process, creating a standard that can easily be replicated over and over, but it also ensures the effective transfer of knowl- edge so that new employees, freelancers, and interns can all quickly get up to speed on how things are done. It Takes a Content Factory! | 50