Start by gathering the information needed to develop the content. You should consider:

• Project: Which project is the content for?
• Purpose: What are you trying to achieve?
• Audience: Who are you communicating with?
• Key messages: What are the main selling points, product features or information you want to communicate?
• Call to action: What would you like the audience to do next?
• Channels: Where will the content be published? Will it be used across one or multiple channels?
• Supporting information: Are there any relevant project details, offers, brand guidelines or previous communications to reference?

For website and blog content, consider Search Engine Optimisation (SEO) and Generative Engine Optimisation (GEO) requirements using the SEO/GEO guidance available.

The more relevant information you provide, the more accurate and useful the first draft is likely to be.

Use the brief to prepare an initial draft with AI assistance.

AI can draw on the content brief, relevant project information, approved brand voice and content guidelines to create the first version.

Aim for clear, engaging content that communicates the key messages and encourages the intended customer action.

Review the draft to ensure it is accurate, engaging and appropriate for the target audience.

Consider the following:

• Accuracy: Check project details, product information, pricing, offers and other claims.
• Audience: Ensure the messaging is relevant to the intended customer.
• Key messages: Make sure the main selling points and benefits are clear.
• Brand: Check the tone of voice and alignment with the project brand.
• Clarity: Simplify wording and remove unnecessary information.
• Spelling and grammar: Check for spelling, punctuation and grammatical errors.
• Call to action: Make it clear what you want the customer to do next.
• SEO/GEO: Incorporate relevant keywords and search optimisation considerations where appropriate.

AI can assist with refining the wording, simplifying information, adjusting the tone and improving the overall flow.

Depending on the content and your confidence in the messaging, you can seek approval at this stage or after adapting the content for additional channels.

• Seek approval now: If you would benefit from feedback on the initial content before developing additional formats.
• Seek approval later: If you're confident in the content, you can progress with adapting it for other channels and submit everything as one bundle for approval.

Either approach is fine. The aim is to minimise unnecessary revisions while ensuring all content is appropriately reviewed before publication.

The approval process generally includes:

1. State Marketing Manager: Reviews and approves the content.
2. Development Manager: Provides additional approval where required, particularly for project-specific information such as pricing, offers, product details or construction timing.

If changes are requested, update the content and return it for approval as required.

Note: Specific approval roles may vary between states. Confirm with your State Marketing Manager what approvals are required in your state.

Consider whether the content can be used across additional communication channels.

For example:

• Website blog.
• Social media post.
• Enquiry email or EDM.
• SMS.
• Other ad hoc marketing content.

Consider which channels are most appropriate for the target audience, campaign objectives and key messages.

Using content across multiple channels can help improve efficiency and maintain consistent messaging.

AI can help adapt the content into the selected formats using the relevant brand guidelines and channel requirements.

For example, a website blog could be adapted into a shorter social media post, an enquiry email and an SMS.

When adapting content, consider:

• Length: Adjust the amount of information to suit the channel.
• Format: Use the appropriate structure and presentation.
• Audience: Tailor the wording to how customers engage with each channel.
• Call to action: Ensure the next step is relevant and clear.
• Consistency: Maintain the key messages and accuracy of the original content.

Provide AI with the content and specify the channel, audience, desired length and any other relevant requirements.

Review each adapted version and make any necessary refinements.

Check that:

• The original messaging has been maintained.
• Project information and claims remain accurate.
• The tone and format are appropriate for the channel (eg. LinkedIn is more formal B2B audience, Facebook more friendly B2C)
• The content meets relevant brand guidelines.
• Calls to action and supporting information are correct.

AI can assist with further refinements, but the final content should always be reviewed before approval.

Once all content has been reviewed and refined, obtain final approval from the State Marketing Manager and, where required, the Development Manager, depending on the nature of the content.

Incorporate any feedback and ensure all content is approved before publication.

Once all approvals are received, prepare the content for publication through the selected channels.

Before publishing, complete a final check of:

• Spelling and grammar.
• Formatting and layout.
• Images and creative assets.
• Links and calls to action.
• Project details, pricing and offers.
• Consistency with the approved messaging.

The content can then be scheduled or published through the relevant platform.

For instructions on publishing content through HubSpot, refer to the separate how-to guides on the HubSpot training page.