“How long does it take to produce a piece of content?”
We hear this question a lot—from customers, prospects, people just starting out, and those in the thick of content marketing—and it’s easy to understand why. Building out a content marketing process requires an understanding of timelines and tasks, and the experiences of other companies can be valuable barometers for content production.
“How long does it take to produce a piece of content?” Ask @lizkoneill
But it’s a question that resists a single answer. The correct answer to this question really is: it depends! It depends on the topic and goal, approval processes, the amount of detail you need to include, and a slew of other factors specific to your company.
In spite of this fact, I asked the content team here at Kapost to share their insights on production timing for the most common assets we develop. While you shouldn’t necessarily apply these standards to your own team, I hope it will help you set your own benchmarks.
Campaign Social Promotion: 2 hours
If you want to promote a large content pillar—like an eBook or guide—across your owned social media channels, your social media manager needs time to read that content, write 10-12 unique tweets, 4-5 unique LinkedIn messages, 2-3 Facebook posts, and 2-3 Google+ posts, as well as create the appropriate social imagery. All in, this takes approximately 2 hours. But your process could take a lot longer. Maybe even 45 days.
Blog Post: 6 hours
This one can have a large range, depending on the context of each post. Some companies create awesome unique visuals for each blog article (like Uberflip). Others have an average word count (per post) anywhere from 193 (like Seth Godin) or 1,193 (like Copyblogger). All of these factors make a difference.
For us, blog posts incorporate five phases before publication: brainstorming, copywriting, artwork, SEO, and editing. If you’ve got seasoned writers, this whole process should take less than a day—about 6-7 hours. Often, the editing process can take longer, but if you’ve got a dedicated team and a streamlined workflow in place, you should be able to pump out quality blog posts at a steady clip.
Infographic: 8 days
There are really three phases of developing an infographic: ideation, copy, and design.
The ideation phase should take 1-2 days. This is when you should meet with your designer and draft up the concept of the infographic, including the information you want to include and how you want to present that information. Once you have your blueprint, it’s time to start writing the copy for your infographic. The writing and editing process, depending on how swamped your team is, should take another 2 days. Then, it’s time to pass your final copy along to your designer. The designers will probably need about three working days to finish the design, and incorporate any edits you may have.
eBook: 12 days
eBooks require a lot more steps than blog posts and infographics. Writing the copy for an eBook usually takes 3-4 work days. Design—including several small illustrations, one larger graphic, cover design and overall layout—usually takes about five days. Then, allow for at least 2-3 days of editing.
Exact timing of asset production will vary from organization to organization based on resources, promotion strategy, and the subject of your content. But now you know that if it’s taking your team members two weeks to write a short-and-sweet blog post, you’ve got a bottleneck to address.