The document discusses 5 practical ways to restructure an internal publishing department for content and social media success. It recommends: 1) Changing the organizational structure to look more like a publisher rather than just thinking like one, 2) Planning content strategically like a publisher through regular meetings and agendas, 3) Eliminating information silos by integrating "silo owners" into a new editorial structure, 4) Formalizing the new editorial workflow and structure in writing, and 5) Using real-time collaboration tools to break down walls and silos.

1. Building Your
Internal Publishing
Department for Content
& Social Media Success
Brody Dorland & Jayme Thomason
DivvyHQ.com
@brodydorland - @jaymethomason • #cmworld
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2. 5 Practical Ways to
Restructure for Success
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3. #1. “Thinking” Like a Publisher Won’t
Cut It. Time to Look Like One.
• Your organizational structure needs to change
• Develop a vision for your ideal team
• Restructure and hire based on that (not your
reality)
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4. #2 – Don’t Shotgun. Plan Like a
Publisher.
• Listen First (create a dashboard)
• Communicate your strategy across your
organization
• Schedule regular planning meetings (news
org “war room,” pitching, customer stories)
• Create an agenda
• Where will you store all these great ideas?
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5. #3 – Silos Are for Wheat, Not
Content
• Identify information silos in your org.
• Communicate to your C-Suite what these
silos are costing your organization
• Bring “Silo Owners” to the table and make
them part of your new editorial structure
• Create a new environment of sharing
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6. #4 – It’s Not a Plan Unless
it’s on Paper
• Formalize your new editorial structure and
workflow processes
• Start forming new habits
• Be patient while your team adjusts
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7. #5 – Real-Time Collaboration
Tools Can Break Down Walls (&
silos)
• The wrong tools can make the whole thing
harder than it needs to be
• The right tools can bring form, function
and (dare we say) fun to your workflow!
– Listening tools
– Content planning / workflow tools
– Optimization tools
– Writer networks
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