If you’re slow to get content live, your competitors will beat you to it. That’s right, laborious sign-off processes are not the one.

If you planned an article for July and it’s September and it’s still not out there, there’s something seriously wrong. There needs to be a streamlined process where only one or two senior staff are responsible for giving feedback and approving the final piece before it goes live.

Anything more is overkill and will harm your content marketing efforts. For instance, a campaign should see a couple of articles go live each month; it shouldn’t present major inconsistencies with no articles for a few months then a backlog of six. We urge you to keep sign-off processes as efficient as possible and appoint a key person to take ownership of the content planning, publishing and syndicating cycle.