mail@crispycontent.de
+49 30 208.989.780
Blog

How to Do Content Production for Blogs with Airtable

Content is absolutely essential for marketing. Without content, it is impossible to convey a particular message to a potential customer or follower.As a result, successful content achieves concrete goals. These goals are typically brand goals, such as positioning or contextualization. But they can also be performance goals such as increasing visibility or turning users into customers with sales conversions.To ensure that content reaches the right person at the right time and encourages the desired action, content needs to be strategically planned. All content is a strategic masterpiece – at least it should be. Unfortunately, this makes it not only valuable, but also expensive.In order for the production of such powerful content to be efficient, smooth and successful, many different perspectives must be taken into account. One way that we’ve made things easier is using Airtable as our content production tool. In this article, we show how this works and how we can make your production more efficient in no time.

Content Production Dimensions Crispy Content®
Content Production Dimensions by Crispy Content®

9 Reasons to Choose Airtable for Content Production

Recently I read this quote:

 

“Airtable is Google Spreadsheets on steroids.”

 

Not necessarily the nicest way of putting it, but still true: Airtable is basically a Google Spreadsheet that can be used like a large table. 

 

Airtable Content Production, All Assets, List View, Crispy Content®
Airtable Content Production, All Assets, List View

 

Nonetheless, there is one main difference from Google Spreadsheets: the records per row are treated like database records. This has several advantages:

 

  1. Entries can be linked together across different tabs for further processing.
  2. Entries can be evaluated from different perspectives.
  3. Depending on your settings, data is displayed in different views and is therefore easier to understand. This means we can display the same data in a table view (like with an Excel editorial calendar), in a Kanban view (like in Trello) or in a calendar view.
  4. You don’t have to be a programmer to create the (database) tables and views. Editors, content managers, and marketers also have sufficient skills to use it.
  5. By temporarily reducing the number of data views, complex projects, such as content production become easier to understand and handle.
  6. Airtable integrates perfectly with Google Docs, Zapier and other solutions.
  7. In contrast to editorial tools like Scompler, Airtable is freely configurable, meaning that you don’t need to adapt to the editorial system. Instead, the editorial system adapts to you.
  8. Airtable has an extremely vital community where users share their Airtable templates free of charge in the Airtable Universe.
  9. The free version of Airtable is already extremely powerful.

 

Furthermore, in the paid versions there are some nice features like dashboards, time tracking and apps (called blocks here). For us the free version is sufficient at the moment.

 

The 6 Perspectives of Successful Content Production

 

In the intro we stated that content production is complex. If you want to produce successful content, we recommend that you include these six perspectives.

 

In the following text, we’ll refer to them as dimensions. These dimensions are what creates successful content production. They are:

 

  • the strategic dimension
  • the creative dimension
  • the production dimension
  • the time dimension
  • the marketing dimension
  • the analytic dimension

 

Each dimension requires particular skills from the team as well as supporting tools. So, we will outline how we at Crispy Content® do content production with Airtable.

The Strategic Dimension

 

In the planning and strategic dimension we try to outline future content even before the first word has been written. In order to do so, we ask ourselves the following questions:

 

  • Which of our goals should the content achieve?
  • Which user needs should the content satisfy?
  • Where can we find a particular niche to stand out from competitors?

 

The goals that content on the Crispy Content® Blog can achieve include:

 

  • positioning our services based on particular themes
  • relating our services to a particular context
  • increasing the visibility of relevant terms based on SEO
  • encouraging a visitor to become a lead

 

The Campaign Overview

 

In Airtable, our content production tool, the above goals are displayed in different ways.

 

The positioning of our services relates to a particular campaign. We can view this in the campaign overview:

Airtable Content Production, Campaigns, Card View, Crispy Content®
Airtable Content Production, Campaigns, Card View

We at Crispy Content® position ourselves with particular content publications:

 

 

Even our conversion goals are included here. All services can be digitally “closed” (sales), only the applicants cannot avoid an interview (leads).

 

It is quite easy to see that campaigns are focused on monetization through services. If content doesn’t work towards one of these business objectives, it is “unpaid” content, a cost factor. If content doesn’t meet performance goals, it is not produced.

 

In the following screenshot we can see that our example post, which is exactly the post you are currently reading, has been assigned to the content campaign.

 

Airtable Content Production, Campaign Assignment, Detail View, Crispy Content®
Airtable Content Production, Campaign Assignment, Detail View

 

Our article highlights that Crispy Content® 

 

 

Using this method, we initiate a sale for our inbound marketing in the medium term – whether it’s by selling services, strategies, workshops, or implementation.

Get in touch
 

 

The Keyword Overview

 

Our content should also meet visibility objectives. For this reason we find relevant keywords in headings, subheadings and in the text itself – for the article itself, for us, and for readers.

They are formed in a manner that complements each other. The choice of keywords was not made randomly, but was based on the context of the monetizable services of Crispy Content®, the search behavior of users for SEO, as well as the competitive niche. As we can see in the image below, we can find all keywords relevant for Crispy Content® in the keywords overview.

 

Airtable Content Production, Keyword Overview, List View, Crispy Content®
Airtable Content Production, Keyword Overview, List View

 

Each article is assigned to one or more keywords. We then use these keywords throughout the text, as seen in the detailed view of a particular article.

 

Airtable Content Production, Keyword Assignment, Detail View, Crispy Content®
Airtable Content Production, Keyword Assignment, Detail View

 

Finally, every blog post at Crispy Content® must also serve a specific conversion goal. Since conversions take place on HubSpot landing pages, the blog post directs users to the landing page via a CTA (call-to-action) communicating those benefits. This is also shown here in the detailed view, but in a shortened form.

 

Airtable Content Production, CTA Assignment, Detail View, Crispy Content®

Airtable Content Production, CTA Assignment, Detail View

 

An alternative CTA would be the reference to our book “Methodical Content Marketing,” because it could also be combined with the topic of content in general.

Methodisches Content Marketing, das Buch – jetzt kaufen!
These initial considerations are taken into account before the first word is written. This means that our content never originates from a pure creative impulse, but rather creativity is transformed into something that is meaningful and useful.

 

The Creative Dimension

 

Campaign, keywords, and conversion goals do not yet make good content. You also need to consider the right content format.

 

It would probably be a bit much to expect real creativity in a content marketing blog. After all, we run the risk of not being understood. If we want to achieve a high number of impressions on the post, we need formats that the mainstream likes to read.

 

Here we get help from “Chief Sumo” Noah Kagan and his team. In 2017, Dean Yeong from the AppSumo team published a widely acclaimed post entitled “60 Blog Post Ideas to Fill Your Content Calendar” on the Sumo.com website.

 

In this blog post, Yeong listed the most successful AppSumo blog formats and other popular content types. Due to the large amount of information in the blog and its popularity, the numbers (175M visits) could claim a pretty accurate representation. Here we see the diagram with the top 10 formats that Yeong identified in his monstrous content audit.

 

Screenshot of pie chart of top 10 most popular content types
Screenshot of pie chart of top 10 most popular content types, Source: https://sumo.com/stories/blog-post-ideas/

 

Writing a post about Airtable and content creation doesn’t really make sense when done out of nowhere. But in connection with the “How To” format it does, because we have anticipated that readers will be interested in how successful content production is done.

To make the process completely clear, we have copied all the formats that Dean Yeong identified as successful, used similar descriptions, and explained how Airtable creates an overview that enables the correct creative strategy. We can see this on the following screenshot.

 

Airtable Content Production, Campaigns, Card View, Crispy Content®
Airtable Content Production, Campaigns, Card View

 

Now our content is sufficiently planned and we can finally produce it.

The Production Dimension

Strategic planning is usually followed by content production. In 50% of cases, production is mapped with collaborative tools such as Trello (for project management) and Google Drive (for hosting the text and media files).

 

There is actually nothing wrong with this setup. With Trello, we see the current state of the production process and the produced documents are excellently linked together. However, the information involved in the content marketing strategy has to be condensed again and mapped on another document, e.g. a briefing for each post. Not only is this simply too many steps, it is also easy to lose track of the whole process. This is especially true for content producers.

 

Airtable solves this problem, because it has different views of the same data. In addition to the Grid View, i.e. our spreadsheets, which we already mentioned, we can also display the same content in a Kanban View, as we know it from Trello.

 

Airtable Content Production Pipeline, Kanban View, Crispy Content®
Airtable Content Production Pipeline, Kanban View

 

We can also show and hide all irrelevant information in the detail view, which is a blessing for writers. If our writers do end up needing more background information, they can find all our strategic thoughts in the hidden fields or in the tables linked to them.

 

Furthermore, in the description fields we can work with rich text elements and use ultra-fast markup to present all the relevant information for the task in a structured way. Nothing is swept under the rug, because it’s all in the same place.

 

In the case of Crispy Content®, content production usually starts with an idea. After that, source information is copied together in a first mockup. The writer then produces a draft (usually in German), which is then entered into the content management system (CMS) after an extensive quality assurance process.

 

We also translate our content into English, since there is more potential for engagement via the international market. We translate directly within our CMS, because it makes it easier to adapt the hyperlinks and particular related content.

 

After the text is translated, we use the following steps:

  • the article is scheduled,
  • published,
  • promoted to particular backlink providers,
  • and the English content is promoted on Medium and LinkedIn.

 

All steps of the production process are represented in the stages of the production pipeline.

 

Airtable Content Production Pipeline Crispy Content®
Airtable Content Production Pipeline Crispy Content® in Kanban View

 

Using the QA (Quality Assurance) Checklist, we ensure that the quality always meets the strategy requirements.

 

Airtable Content Production, Content Completed Checklist, Detail View, Crispy Content®
Airtable Content Production, Content Completed Checklist, Detail View

The Time Dimension

Time plays a very important role in content production, including the:

  • lead times to complete content
  • production times per stage of the production process
  • deadlines for the handover to the next stage
  • publication data itself

 

While we find only one date field on Trello cards, we can define any number of date fields on Airtable. In our case, it has proven to be useful to define due dates for the next production step as well as a publication date that represents the final deadline. We then reference this in our publication calendar.

 

Airtable Content Production, Publishing Calendar, Crispy Content®
Airtable Content Production, Publishing Calendar

The Marketing Dimension

 

There are countless possibilities to market content. The effort involved should have a healthy balance with the benefits received. We use the following marketing methods for our content:

 

  • the seeding of our content on our social media channels and our blog 
  • publishing on LinkedIn and Medium
  • marketing via link building outreach

 

In order to make the last point easier, link building should already be taken into account for a potential link provider during production. In this guest article on Noah Kagan’s blog OkDork.com, Peep Laja shows how it works. We have also illustrated this with our Content Completed Checklist.

 

Airtable Content Production, Content Completed Checklist, Detail View, Crispy Content®
Airtable Content Production, Content Completed Checklist, Detail View

The Analytic Dimension

We rely on Google Analytics, HubSpot and SemRush for performance measurement:

 

  • We use Google Analytics to evaluate the onsite traffic.
  • We use HubSpot to track the conversions in the form of clicks on CTAs or with form submissions.
  • We use Semrush to monitor keywords we focused on, the backlinks we gained, as well as SEO performance.

 

For this last dimension we have to leave Airtable. Although Airtable has numerous integrations in its paid version, at the moment it does not have an integration of tools like Google Analytics, Semrush, Ahrefs or others.

 

In theory, the best case scenario would be to collect the key metrics of a post in particular tools and then enter them into Airtable columns belonging to that content.

 

Nonetheless, because this doesn’t yet exist, we have evaluate this data in a separate tool’s dashboards.

 

The Summary

 

Creating good content that meets performance goals can only be done when the following is considered:

 

  • strategy
  • creation
  • production
  • time
  • marketing
  • analysis

 

We use Airtable both for our own content production and for clients. As a result, we maintain an overview of all areas (except analytics) in only one tool. Airtable has helped us to resolve former issues that we had with Trello, Google Spreadsheets, and other tools.

 

The Next Steps

 

In order to streamline your content production, we recommend the following steps:

 

  1. Create account with Airtable.
  2. Create a tab for future content assets.
  3. Create and adjust the columns you consider relevant for strategic planning.
  4. Research relevant keywords (high search volume, low competition and good fit for your products/services) using a tool such as Ubersuggest, Semrush, or Xovi.
  5. Store keywords with all information in another tab.
  6. Create campaigns in another tab.
  7. With each article, identify the appropriate formats and create them in another tab.
  8. If necessary, create additional tabs for a buyer persona or specific CTAs.
  9. Link those tabs with each other.
  10. Invite your collaborator.
  11. Start content production.

We wish you the utmost success!

If you would like to create content for your blog, generate leads with inbound marketing or need support in any other way, just click on the following CTA. But that was already clear from the beginning, wasn’t it?

 

Crispy Content Newsletter

Last updated on 05/18/2020 at 10:35 PM.


Gerrit Grunert Founder & CEO Gerrit Grunert

Gerrit Grunert is the founder and CEO of Crispy Content®. In 2019, he published his book "Methodical Content Marketing" published by Springer Gabler, as well as the series of online courses "Making Content." In his free time, Gerrit is a passionate guitar collector, likes reading books by Stefan Zweig, and listening to music from the day before yesterday.

Stay up to date

Subscribe

Subscribe

More topics you might like

10 Steps For Your Perfect Website Content Strategy – Pt. 1

A two-part guide for content marketers relaunching a website. The first part deals with goals, target groups, positioning, topics and formats.

Content Marketing: SEO Hacks by Neil Patel - Part 1

You want to improve the search engine ranking of your website? In our series we present the most important SEO tips from digital expert Neil Patel.

FREE Online Course: "Making Content” (7 Lessons)

An online course with 7 lessons to produce high-quality digital content – quickly, easily and affordably.

10 Steps For Your Perfect Website Content Strategy – Pt. 2

A guide for content marketers who want to develop a website content strategy. The second part deals with features, structures, keywords and governance.

15 Content Tools We Still Use In 2020 | Part 2

We present the tools we use at Crispy Content® to realize content production. Today: Content Production and Content Distribution.

15 Content Tools We Still Use In 2020 | Part 1

We present the tools we use at Crispy Content® to realize content production. Today: Content Discovery and Content Planning.

Post COVID-19: 10 Reasons Germany will be Your Next Market

There will be a future after COVID-19 - and it probably looks more promising in Germany than in most countries of the world. We show you why!

How to Do Content Production for Blogs with Airtable

In this detailed overview, we explain how complex content production projects can be completed with Airtable.

"Car dealerships need social media marketing"

The car industry has been severely affected by the corona crisis. Gerrit gives tips on how the crisis can be used as an opportunity with social media.

Content Marketing Agency – 10 Lessons Across 10 Years

With our ten lessons from ten years as a content marketing agency you can save time, money and stress by reading this now!

Gerrit Grunert: A HubSpot Interview with CIO Applications

What does an international company have to consider when choosing a German HubSpot partner? Gerrit Grunert reveals this in an interview. Read it now!

SEO in Real Life

Here we explain how Google works with a small, real-life theater game from our SEO workshop. Learn more here!

How To Create A Persona - Methodical Content Marketing

Why are personas important for content marketing? How many do you need? Read about this and more in Gerrit's new book "Methodical Content Marketing".

The Digital Transformation Of The PR Agency

How can PR agencies embrace the digital? This article by Crispy Content® reveals how PR agencies can master digital transformation in 4 easy steps.

An Interview With Territory’s Director Sandra Harzer-Kux

Crispy Content® interviews Territory's Managing Director about the hot topic of content marketing. Read about the first half here!

Campaign Management 101: Campaign Layering

Ever wondered how you can convey brand values in a more creative way across multiple platforms? This blog provides an intro campaign layering.

Methodical Content Marketing: Persona Pt. 1

What advantages does persona development have for both sales and marketing teams? What can they add to content marketing? Read more about this works.

Reputation Marketing and ROI

Reputation management has ROI? Yes! And it should be considered reputation marketing instead! How does this work? Read more in this blog to find out!

How Much Does A Content Marketing Strategy Cost?

How much does a content marketing strategy cost? Which aspects go into developing a strategy? The content experts at Crispy Content® break this down.

Mo' Money, No Problems – the Live Show from Searchmetrics Summit

How you can use an optimized customer journey to win over customers and many other topics in our Live Show from Searchmetrics Summit 2017!

Marketing Automation – From Persona to Personalization

Buyer personas are important, but how should you get your message across to individual users? Personalisation as an tool of marketing automation is the key.

Checklist: Competitiveness Analysis in Content Marketing

Only those with an eye on the competitiveness can position their content marketing strategy successfully. Here’s a handy checklist.

Return On Content Marketing Investment

You’ve invested in a content marketing strategy – but has it been worth it? We show you how to calculate the ROI for your content marketing.

Conversion Optimisation in Content Marketing

In this blog post, we show you how to optimise your conversion rate within your lead generation activities.

Content Marketing Strategy vs. Content Marketing Campaign

Campaigns are the beating heart of a content marketing strategy, not merely the icing on the cake. Here’s a recipe to try “at home”.

How to Find the Right Content Marketing Agency

Finding the right content marketing agency can be tricky. These are our insider tips:

Predictive Lead Scoring – A Glimpse Into the Future

Predictive lead scoring builds on traditional methods, but exploits the possibilities of modern technology much more effectively. We show, how it's done!

Big Data in Content Marketing

Here, you can learn why big data is so important to your marketing activities and how your company can best process user-generated data masses.

How to Create a Content Marketing Strategy

Those wishing to invest in content marketing require a tailored strategy. In six easy stages, we show you how to get one.

Lead Scoring: The Highest Form of B2B Marketing

We show you how to use lead scoring to evaluate potential customers more effectively and bridge the gap between marketing and sales.

Next Level Lead Nurturing

Turning leads into customers requires a care, time and a suitable strategy. Lead nurturing accelerates this process significantly.

Outstrip Your E-Commerce Competition

How can online retailers steer the purchase decisions of potential customers – in all phases of the buyer's journey?

The 3 Biggest Content Marketing Pitfalls

Bad content marketing is often marked by the same recurring errors – three of which are particularly severe.

Storytelling: Why the Brain loves Stories

Storytelling and mirror neurons? We explain how to use neuroscientific research to tell stories that will delight your customers.

7 Email Marketing Trends You Should Know

Those who allow email marketing trends to pass them by will soon be watching the competition do the same. It's essential to keep these 7 points in mind.

Conventional Marketing Doesn’t Work On Millennials

Millennials have announced it loud and clear: content marketing is the best way for marketers to reach their goals.

6 arguments why insurance companies should practice content marketing

How do insurance companies integrate content marketing into their marketing strategy?

5 arguments why financial services providers should practice content marketing

How important is content marketing to companies that deal with insurance, investment and financing and which strategies do they pursue?

Off-page analysis: Quality & quantity keywords

We’ll show you which SEO data is important for your keyword strategy and how you can benefit from your competitors’ success.

5 reasons hotel chains should practice content marketing

The Crispy Content Sector Review shows that hotel groups are still neglecting content marketing.

Six building blocks for successful localisation

We have created a checklist of the six building blocks of a high quality full service localisation.

Successful blogging: 5 really effective examples

We have compiled five blogs that are really successful in very different segments.

4 reasons tour operators should practice content marketing

In our Crispy Content Sector Review we examine what companies within a specific sector can achieve with content marketing.

7 easy steps to the perfect long tail keyword

How can you improve your ranking efficiently and sustainably without spending money on it? We’ll show you how!

Storytelling competence check: How to spot content marketing talents

How can you even tell if an agency or freelancer can offer the required storytelling potential? We have compiled the key indicators for you!

Content Marketing on Instagram: 5 successful examples

We’ll show you how to realise your brand’s content marketing strategy using Instagram.

Content Marketing: 9 tips for a successful blog promotion

Networking, Social Media Marketing and Reposting: That's how you seed your Blog Content!

Your successful content marketing cycle in 6 steps

These 6 steps will help you develop your very own content marketing cycle.