How Understanding “Process” Unlocks Content Creation

One element that we’ve found “disables” the content creation process is lack of clarity on process. 

• What should we write about?

• Where should we start?

• What information do we need?

• Do we have enough?

Even in situations where teams get past these questions one time, they re-surface again and again. 

At OUTKOM Catalyst, we’ve found that the easiest way to get over this problem is by creating a process template that acts as a “guide” for each new piece.

Of course, each piece is slightly different, so we’re always open to adapting based on the realities. However, by having a fundamental starting point, our experience is that the creation process is clearer, smoother, and far more enjoyable for everyone involved.

Here is a simple version of that template:

“Written By”	Company and/or Founders
Source(s) of Data	Product/Service & Technology (Problem, Solution, Customer Benefits, Value Proposition)
Internal Stakeholder Interview(s)
External Stakeholder Interview(s)
External Research (i.e. white papers, industry data, online publications)
Case Studies
Previous Content
Content Focus	The subject(s) of each article and the white paper as a whole.
Style To be determined based on sources of data, POV of founders, available data, and any case-specific realities.	Narrative Opinion A white paper characterized by a strong opinion on a particular element of the industry, a particular need, or a change that is required within the space.
Personal Narrative A personal or team-based reflection on the organization’s decision-making, its process, or its learnings in a particular situation, through its experiences with its partners, clients, and end-users. This style is characterized by the sharing of a narrative, and the team or founder’s philosophy that underpins the decisions made within this narrative.
Data Storytelling A data-driven analysis or evaluation of a particular element of the industry, a particular organizational or industry-wide decision, the impacts of a particular decision, or the impacts of a particular trend. This style is characterized by depth of data, ideally proprietary data although external data is also valid.
Industry Analysis An assessment of the industry, or a particular element of the industry, through consideration of past decisions, current realities, and/or future-trends and predictions. This style is characterized by a focus on the connection between the organization/team - and, necessarily, the organization/team’s clients and end-users - and the industry in which they exist and operate.
Network Connection A leveraging of client expertise to develop a perspective on the industry, the organization, or the team from the client’s side. This style is characterized by a client-first POV, and the consideration of relevant events, decisions, and trends exclusively in terms of client impact.
Working Title
Outline	(Link)
Components	Article 1 (Link)
Article 2 (Link)
Article 3 (Link)
Full Whitepaper (Link)
Layout/Design
Completed Piece	(Link)

We hope it helps!