Building Your Internal Publishing

Department for Content Marketing

& Social Success

Brody DorlandDivvyHQ.com - @brodydorland

5 Practical Ways to Restructure Your

Organization for Success

#1. “Thinking” Like a Publisher Won’t Cut It. Time to Look Like One.

• Your organizational structure needs to change

• Develop a vision for your ideal team

• Restructure and hire based on that (not your reality)

#2 – Don’t Shotgun. Plan Like a Publisher.

• Cover Your Beat• Create a monitoring/listening dashboard (Ex:

Bottlenose.com - next slide)• Where will you store ideas? • Schedule regular planning meetings (news org

“war room,” pitching, customer stories)• Create an agenda (template)

#3 – Silos Are for Wheat, Not Content

#3 – Silos Are for Wheat, Not Content

• Identify information silos in your organization

• What are these silos costing your organization?

• Bring “silo owners” to the planning table

• Make them part of your new editorial team/structure

• Create a new environment of sharing

#4 – It’s Not a Plan Unless it’s on Paper

• Formalize your new editorial structure and workflow processes

• Start forming new habits– Regular listening (tools and conversations)– Planning meetings– Scheduled time in your day for content production

• Be patient while your team adjusts

#5 – Use Tools that Fit• The wrong tools can make the whole thing harder

than it needs to be• The right tools can bring form, function and (dare we

say) fun to your workflow!– Brainstorming, mind mapping, content prompts– Idea storage– Planning/scheduling– Production workflow & collaboration– Optimization– Distribution– Promotion– Reporting & Analytics

Thank You!

Brody DorlandDivvyHQ.com - @brodydorland