Writing: Our 6-Step Content Creation Process

1. Creative Direction

Check the “story” in Jira for the creative direction or other crucial info that guides the purpose or thesis statement of the piece. This will often help you establish your research and writing goals.

2. Art Direction

Check in on the art direction. This can help communicate your message in narrative ways that words alone just can’t. Depending on the project, design may drive the copy, the copy may drive design, or they might both come together simultaneously through collaboration.

3. Research

Before beginning any external research, start by checking the existing content in our library. It can save a ton of time to re-use sources we’ve already vetted for similar pieces on the same topic. Different types of content (scripts, infographics, interactives, etc.) definitely have a rough formula that you should try to follow (know the rules before you break the rules).

Define your scope/research boundaries. It can be easy to find an interesting fact or premise, and then 10 minutes later you’ve fallen into the deepest recesses of the internet.

Writing a preliminary thesis statement can be an effective means of setting your research boundaries. Finally, don’t be afraid to use only as much of the time allotted to research as you need. If it takes all of the allotted hours, that’s great! But often, you’ll find what you need in a fraction of that time.

4. Write a Draft

Remember the existing content you discovered during research? Use that as a template. Imitating an existing content piece is a good place to start. Once you have a first draft ready, get some eyes on it. All of us do this, from the newest content creator to the most seasoned.

5. Get feedback and edit

Collaboration is an essential component of our creative process. Our goal is for every piece to be the best it can be, so we put our egos aside and work together to iterate, edit, and improve. In the end, each piece we make is owned by all of us.

6. Finalize

Once all your edits are in, the piece has been proofread, and the team is on board, you’re done. Time to move on to the next project!