Content Pipeline

How to manage your content

How to successfully manage your content

You are not keeping up with regular internal communication and neither are you communicating to the outside about your services and products? The Content Pipeline will help you manage this challenge.

Lacking time is a major challenge for startups because with it comes among other things neglecting internal and external communication. On one hand, communication like informing regularly about internal developments is missing. On the other hand, you are not communicating to the world which challenges your startup is addressing and how you are solving them. You are filling a gap and have knowledge about a specific topic and the world and potential investors must know about it! But just because you do not have the time it does not mean that somebody else, like a marketing agency, should do it for you. Since you are the experts on your specific topic and context, you are the one who is responsible for creating your communication. As a first step, you need to realise that it is an important goal and a priority. As soon as you have taken it into your head, you need to find a way of how to manage producing your own content and publish it. The Content Pipeline will guide you to do exactly that.

The Content Pipeline is an Excel Spreadsheet in which you are planning your content you want to create and define responsibilities and deadlines.
Before you start using it, learn which specific points you should pay attention to.

The content pipeline
helps you to

Setting the stage

  • Define one responsible person for the Content Pipeline who makes regular updates to it. The responsible person should be one of the editors since the editors are always the same people (while the authors change depending on the content) and they have the overview of what is published when.
  • The responsible person should review and update the Content Pipeline biweekly.

The Content Pipeline should be used in 2 stages:

  1. Brainstorm each month once content ideas and write all of them down in the Content Pipeline.
  2. From all of these ideas you narrow them down to the ones you find valuable and make a contribution to what is missing in your communication.

After narrowing the ideas down, you fill in the rest of the details as described below.

For each of your content pieces you will define an author and an editor. The author writes the content and chooses images if desirable. The editor examines the content and is responsible for the publication of the content.

Now, let’s guide you through the Content Pipeline so you know how to use it.

How to use this tomatosheet

The Content Pipeline consists of 4 parts:

  • Content details
  • Event details
  • Date details
  • Comments

Each part consists of different column which are completed as follows:

Content details

  • Column B: The title of your content belongs in the first column.
  • Column C: The first and last name of the author is written down. The author writes or produces the content and chooses the images or video material.
  • Column D: Here you note down the first and last name of the editor. This is the person who gives feedback on the content which was written by the author and is responsible for the publication of the content.
  • Column E: In this column you categorise your content expressing the purpose of the content, e.g. announcement, blog post etc.
  • Column F: Here you record the progress of the writing of your content in percentage.
  • Column G: This column automatically returns based on the progress, the status of the content writing (not started, in process, done). You can filter your writing projects based on their status. Especially when you have a lot of content to produce you gain a quicker overview of what still needs to be done.

Event details

  • Column H: If there is an event for which you are writing this content then write down here the name of the event. If there is no event write down ‘n/a’.
  • Column I: Write down the date of the event for which you are writing this content. This date can serve as an orientation for your writing due date. If there is no event write down ‘n/a’.

Date details

  • Column J: Define a writing due date (if there is an event, based on the event date).
  • Column K: Define an editing due date which follows the writing due date.
  • Column L: Define a publishing due date. This can be the same as the editing due date or after it.


  • Column M: In this column you can make comments on the content of the writing or the status of the content. For example, authors can make comments here which need to be considered while editing.

What's next?

The Content Pipeline will make you publish your own content. Set the stage by

Presenting the new tool in your next meeting to your team

Defining general responsible person and the editors

Setting up a meeting to brainstorm ideas on what to create content on

Creating biweekly calendar entries for the general responsible person to review and update the Content Pipeline

The 3 Content Pipeline Principles

  • Assign responsibilities for the Content Pipeline, for authors and editors.
  • Establish Content Pipeline in 2 stages: brainstorming and narrowing down.
  • Review and update biweekly.

Nothing is holding you back anymore from establishing your communication to the outside world and making your internal communication more reliable!

Read more on how to establish other processes with the Contract Register and the Employee Datafile Tomatosheet. The first supports you in keeping track of your contracts and signing them on time. The latter supports you in establishing a process in collecting your employee’s information.


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