How to Increase the Productivity of Your E-commerce Content Creation Team
E-commerce is an exciting and demanding enterprise. Content teams need to consistently create high-quality, conversion-oriented web content. Are you sure that your team is working as efficiently as possible? Follow these tips to maximize your content team’s potential.
1) Choose the Right Assignments
For large-scale e-commerce operations, a single writer is no longer sufficient. Training a larger team increases your output capacity now and keeps you flexible to scale up in the future. When you’re building a team, take the time to learn each member’s strengths and play to them. A product description that takes 45 minutes of intense effort for one person may be an easy 20-minute write-up for another. Similarly, some writers have a tone that fits naturally and easily with your brand voice, while others might find long-form writing more difficult. Don’t fight against people’s natural abilities. Match the right assignment to the right team member and watch your operations get more efficient.
The same can be said for experience. Some writers come to your team with a portfolio of descriptive, evocative writing. It makes sense to use that talent for conversational pieces like blogs. Other writers come from a technical background and never miss a detail. That style is ideally suited to product descriptions. Make sure you give your writers a chance to try every kind of writing but use their feedback and their results to judge for yourself who should be writing what.
3) Encourage Collaboration
Beyond the standard workflow of write > edit > QA, make sure your team is comfortable collaborating. To encourage this, everyone needs to know that thy’re on the same team, with the same goals. Writers should be encouraged to read editor feedback to improve future pieces and better understand their assignments. Similarly, editors should check with QA comments to confirm that writer feedback is both appropriate and helpful. Consider regular meetings where everyone can ask questions and understand each other better. Building trust between all the roles will benefit the entire operation.
4) Give Incentives
Whether you’re having trouble getting work turned in on time or you’re receiving sub-standard writing, incentives tend to sort the wheat from the chaff. Incentives can be pay based, but don’t have to be. Ask your team members what will motivate them: priority in choosing their next task? Extra pay? A project bonus? A social event when a big delivery deadline is met? Experiment with different incentives and track which ones are most effective.
5) Set Priorities
Setting up workday procedures like daily to-do tasks is an effective tool for reducing the clutter in people’s minds and getting them to focus on the right priorities. Time limits and due dates are different approaches to meet the same goal. Just remember that everything can’t be top priority at the same time. Make your requests reasonable and keep everyone on your team informed about any changes.
6) Share Valuable Tools
Look for areas to improve and set aside some time to find tools to help your team. For example, if your writers are excellent but your researchers aren’t thorough enough, look for resources to save them time. Is there a reference site subscription that will cut the research cycle time? It’s well worth the investment to pay for such a site if it speeds up your workflow and improves the quality of your content.
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