Corporate Content Creation: Optimizing Processes and Defining Roles

Updated on: by Heysho

This article will provide a detailed explanation of the following topics:

  • Organizational structure and role distribution in corporate content creation
  • Types and characteristics of content
  • Ideal workflow for corporate content creation

I'll share insights on the ideal corporate content creation process based on my professional experience in various business environments.

Typical Corporate Content Production Structure

Let's first examine the key departments involved in corporate content creation and their respective roles:

  • Marketing Department - Responsible for planning promotional strategies both online and offline
    • Product Marketing - Planning and executing sales promotion strategies for products and services
    • Branding - Overseeing compliance of visuals and copy with brand guidelines
  • Digital Marketing Department
    • SEO - Acquiring organic traffic through search engine optimization
    • UX/UI - Designing user experience, interface, and optimizing user flows
    • Content Production - Creating and updating web content using a CMS
    • Advertising, Social Media, Email Marketing - Deploying promotions across various channels
  • E-commerce - Managing e-commerce platforms and operations
  • IT Department - Providing support when system development and technical implementation are required
  • Legal Department - Managing legal risks associated with content and verifying regulatory compliance
  • Project Manager - Overseeing the progress of important projects and coordinating among departments. This role is essential in companies with established systematic workflows.

This structure primarily applies to large-scale websites and large corporations.

In some organizations, digital marketing may be a subordinate entity within the marketing department, or the e-commerce department may be integrated into the digital marketing department.

Types and Characteristics of Content

Production workflows vary depending on the type of content. The main content types include:

  • Promotional Content - Content aimed at direct sales promotion, such as sales and campaigns
  • Editorial Content - Informational content aimed at enhancing user knowledge and building trust. This requires the most complex production process with deep involvement from the SEO team
  • News Content - Company information and press releases. Produced through a relatively simple process

Corporate Content Creation Workflow

Production Flow for Promotional Content

  1. The Product Marketing Team develops promotional plans that encompass both online and offline strategies
  2. The content optimized for digital channels is reviewed by the Legal, SEO, and UX/UI teams
  3. After approval, the E-commerce team implements necessary functionality settings and system adaptations
  4. The Content Production Team updates the relevant pages on the website (such as replacing the homepage banner)
  5. After publication, the advertising/social media/email marketing team deploys across each channel

Challenges of Editorial Content

Many companies struggle with this process.

A typical inefficient workflow often looks like this:

  1. The marketing department plans content from the company's perspective
  2. The SEO and UX/UI teams attempt to optimize the content while questioning its purpose. However, since the initial planning is misaligned with user needs, the efforts rarely achieve sufficient results

A common misconception is that marketing and branding teams believe "creating attractive and sophisticated content will naturally produce results."

Ideal Workflow for Editorial Content

Ideally, content should be planned based on insights gained from user research conducted by the UX/UI team and keyword research from the SEO team.

The ideal flow is as follows:

  • The SEO team analyzes keyword research and user survey data to select topics based on needs and plans and creates articles
  • After review by the legal department, the content production team carries out the publication process
  • After publication, the advertising/social media/email marketing team strategically disseminates the content

In other words, the most effective approach gives leadership to the department that best understands user needs.

Detailed Steps in Corporate Content Creation

The specific roles and workflows for each responsible party are as follows:

  1. Selection of target keywords based on thorough keyword research (SEO team)
  2. Determination and design of content format (SEO team)
  3. Creation of a detailed content outline (SEO team)
  4. Writing work utilizing specialized knowledge (Writer)
  5. Editing and optimization from an SEO perspective (SEO Specialist)
  6. Image creation in accordance with brand guidelines (Designer)
  7. Multifaceted quality checks and reviews (Legal Department, Project Owner, etc.)
  8. Content publication using a CMS (Content Management Specialist)
  9. Strategic content promotion deployment (Social Media, Email Marketing Team)

The Importance of Content Promotion

In today's international SEO industry, the "20% content creation, 80% promotion" approach is becoming mainstream.

This reflects the idea that not only should excellent content be created, but more resources should also be allocated to activities that properly disseminate that content.

Summary

As an in-house SEO professional, I make it a point to explain the above framework when faced with proposals lacking strategic justification.

While the enthusiasm of each department to participate in content creation should be respected, ultimately the greatest impact comes when SEO specialists—who best understand user needs—lead the corporate content creation process.

Thank you for your careful reading.

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