Our world is full of distractions. Facebook notifications, Tweets, RSS feeds, you name it. The bevy of content on the internet all fight to control your customers attention. In order to keep readers engaged and coming back for more, keeping a consistent editorial cadence of relevant and high-quality content is critical.
At Atlassian, we take pride in the regularity and quality of our external blogs, and while a single blog might seem like a simple process on the outside, it takes a lot of coordination internally to turn a blog idea into a published article.
The editorial material your team produces is only as good as the value it gives your readers. At the beginning of each quarter, the Confluence team brainstorms creative content ideas on a single Confluence page. One team member takes the reigns by creating a list of viable blog ideas on the page. When the list is complete, the page is shared with the team using the Share Button , and suggestions are added to the list either by editing the page or leaving comments.
Using Confluence makes it easy to create three months worth of blog topics with minimal effort from your team.
At Atlassian, we have 5 blogs to schedule posts for, which means on any given day we publish at least one blog to our various audiences. In order to ensure that our messages don’t compete with each other, we use JIRA and Team Calendars to plan and schedule our blogs.
We track which blogs need to be completed and by whom in JIRA with a custom issue due date – the ‘Publish Date’. We then use Team Calendars to visualize the schedule of our various blogs on a single calendar view helping us see when the various blog schedules might overlap. For instance, on the day Stash 2.0 launched, we wanted to make sure that there weren’t any other posts published on the other blogs that day.
On days where important messages overlap, it’s easy to reschedule our posts from Team Calendars using drag-and-drop. Just drag the JIRA issue from one date to another and the change is automatically made in JIRA. It’s that easy.
With 5 separate blogs, you can only imagine how many authors we have creating content for them. While everyone has their own creative style, we try to standardize the process as much as possible.
To make sure that each blog includes the essentials, like SEO details, we make use of page templates to provide every author structure and guidance when creating a new blog post.
Once a draft is complete, it needs to be reviewed by the team before it can be published externally. Confluence makes it easy to kick-start your review process without ever using email with the Share Button .
Whenever someone shares a page with you in Confluence, you’ll receive a notification in your Confluence WorkBox . Forget about switching between your email and other applications to review work. With Confluence, where you talk about work is the same place where you get your work done.
Once your team’s suggestions have been added to your draft, the last step is copying and pasting the post from Confluence into WordPress where it can then be published to the world.
While it might seem like a lot for a simple blog, your team will reap the long-term benefits of proactively organizing your editorial calendar with Confluence, JIRA, and Team Calendars. With this simple process in hand, prepare for more engaged readership today!
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