Establishing a Content Rhythm One of the biggest mistakes many companies make when they try to build a content factory is that they fail to get into a regular rhythm for creating and distributing their content. As a result, their content comes out in dribs and drabs, making it impossible to build momentum, scale the program, and establish the consistency and frequency that a content factory needs to produce steady results. That’s why as you are building your content factory, it is important to think about the following points: » Be consistent. Put a stake in the ground and commit to a rhythm that you are confident you can deliver consistently, even if it is just one blog post a week. » Accelerate over time. Once you have mastered that rhythm, increase the tempo by getting to two or three blog posts a week. As soon as that becomes routine, add something else into the mix, such as a monthly report or a quarterly eBook. The idea is to make creating each piece of content so routine that you get better and faster at doing it. Eventually, you will find that you are able to add new things to your rhythm. » Focus on the right content types. As you are finding your rhythm, try to determine what kinds of content you need to deliver at what frequency to get the best result. That will take some experimentation and your rhythm will invariably evolve over time. » Define your rhythm. Ultimately, strive to get into a daily, weekly, and quarterly rhythm so that you have content coming out at each of those intervals. No matter where you are in the evolution of your content factory, the key is to establish a framework for the types of content you are going to create at defined intervals and then ensure that your content factory is optimized to maintain that rhythm. This will yield much better results than creating and distributing your content on an ad hoc, inconsistent basis. Strive to get to the point where your content factory is producing and delivering one high-impact piece of content every day. The best way to do this is by establishing very efficient and streamlined processes for To access any of OpenView’s content, developing and distributing your content. visit our blog and community site. The next section contains more information on creating process documents and other tools that you will need to help you institu- tionalize your content marketing activities. It Takes a Content Factory! | 48