Content Creation Process

Content development workflow from concept through publication and performance tracking.

Process Overview

This end-to-end process spans Marketing and potentially 2000atelier (for photoshoots), with timelines varying by content type (1 day - 4 weeks).

Process Flow Diagram

MARKETING              2000ATELIER (if photoshoot)    MARKETING
─────────              ───────────────────────────    ─────────

[Content Planning]
      ↓
[SOP-110: Creative Brief]
      ↓
[Content Type Decision]
      ↓
   ┌──────┴──────┐
   │             │
[Photo/Video]  [Written/Graphic]
   │             │
HANDOFF ──→ [Photoshoot Coordination]
   │             │
[Production]    │
   │             │
   └──────┬──────┘
          ↓
   [Review & Approval]
          ↓
   [SOP-111: Publishing]
          ↓
   [SOP-112: Promotion]
          ↓
   [Performance Tracking]

Involved SOPs

Phase 1: Planning & Creation

Step	SOP	Owner	Typical Duration
Content Calendar Planning	SOP-110	Marketing Manager	Ongoing (monthly planning)
Creative Brief Development	SOP-110	Marketing Coordinator	1-2 hours per piece
Content Production	SOP-110	Content Creator	Varies by type (see below)

Production Time by Content Type:

• Social media post (static image): 1-2 hours
• Social media post (video): 4-8 hours
• Blog post: 4-6 hours
• Photoshoot (on-model): 1-2 days
• Campaign video: 1-2 weeks

---

Phase 2: Review & Publishing

Step	SOP	Owner	Typical Duration
Content Review	SOP-111	Marketing Manager	1-2 hours
Revisions (if needed)	SOP-110	Content Creator	1-4 hours
Platform Publishing	SOP-111	Marketing Coordinator	30 minutes

---

Phase 3: Promotion & Tracking

Step	SOP	Owner	Typical Duration
Campaign Launch	SOP-112	Marketing Coordinator	Varies by campaign
Performance Monitoring	SOP-112	Marketing Manager	Ongoing
Reporting	SOP-112	Marketing Manager	Weekly

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Content Types & Timelines

Content Type	Typical Timeline	Complexity	Resources Needed
Social Media Post (Static)	1-2 days	Low	Marketing Coordinator
Social Media Post (Video)	2-3 days	Medium	Content Creator, Marketing Coordinator
Blog Post	3-5 days	Medium	Writer, Marketing Coordinator
Product Photoshoot	1-2 weeks	High	2000atelier (garment), Photographer, Model, Marketing Coordinator
Campaign Video	2-4 weeks	High	Production team, 2000atelier (if needed), Marketing Manager
Email Newsletter	1 week	Medium	Writer, Designer, Marketing Coordinator

Critical Handoff Points

Handoff 1: Marketing → 2000atelier (Photoshoot)

Trigger: Content requires on-model photography of custom pieces

Required Information:

• Photoshoot creative brief
• Garment requirements (which pieces to photograph)
• Styling direction
• Timeline and deadline

Common Issues:

• Garments not ready for photoshoot date
• Styling vision doesn't match garment aesthetic

Mitigation: Coordinate photoshoot scheduling with production timeline; involve Designer in photoshoot planning

---

Handoff 2: Content Creator → Marketing Manager (Review)

Trigger: Content draft complete

Required Information:

• Draft content (text, images, video)
• Platform specifications met (dimensions, format, length)
• Caption/copy with hashtags (if social)

Common Issues:

• Content doesn't match creative brief
• Technical specs incorrect (wrong dimensions, file format)

Mitigation: Use creative brief template with clear specifications; provide examples of approved content

---

Content Calendar

Content is planned monthly with weekly execution windows:

Monthly Planning Cycle:

1. Week 4 of previous month: Plan next month's calendar
2. Week 1: Execute Week 1-2 content
3. Week 2: Execute Week 2-3 content
4. Week 3: Execute Week 3-4 content
5. Week 4: Execute Week 4-end of month content + plan next month

Content Frequency Targets:

• Instagram: 5 posts per week
• Facebook: 3 posts per week
• Blog: 1 post per week
• Email newsletter: 1 per month

Quality Gates

Gate	Criteria	Responsible	Consequence of Failure
Creative Brief Approval	Brief complete, goals clear	Marketing Manager	Content production cannot start
Brand Alignment	Content matches brand guidelines	Marketing Manager	Revisions required
Technical Specs	Correct dimensions, format, file size	Content Creator	Content cannot be published
Legal Review (if needed)	No copyright issues, proper permissions	Marketing Manager	Content cannot be published

Process Metrics

Metric	Target	Measurement Method
Publishing Consistency	100% (no missed scheduled posts)	Scheduled posts published / total scheduled
Content Production Time	On-target per type	Track creation start → approval
Engagement Rate	≥3% average	(Likes + comments + shares) / followers
Click-Through Rate (blog/email)	≥5%	Clicks / opens (email) or impressions (social)

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Process Owner: Marketing Manager Last Updated: 2026-02-02 Next Review: 2026-05-02