Organization

Content Plan: A detailed view of content assets that includes descriptions, topics, target audience, expected and actual publication dates, creation status, associated keywords, and related files. This plan is developed and maintained by the Content Specialist, Engagement Curator, and Writer.

Content Calendar: A calendar view of when assets are expected to be published. Both the Content Plan and Calendar are within the same Excel Spreadsheet, managed by the Content Specialist, Engagement Curator, and Writer.

Note The following processes relate only to the Consulting Content within Agile Lab.

Article Content Process

The Marketing circle maintains accountability for all consulting content creation and publication, with the Writer role serving as the bridge between Marketing and Thought Leadership circles.

1. The Writer collaborates with the Engagement Curator and Content Specialist to define and update the content plan, including article topics aligned with marketing strategy
2. The Writer coordinates with to ensure execution and proper delivery of articles according to the content plan. New articles can be proposed and written by anyone, but they must respect the scheduling in the content plan. The only exceptions are Agentic AI and AI-related articles. Get in touch with the Writer for more information if you want to write an article.
3. The Writer reviews any article that is not written by them to ensure accuracy and alignment with Agile Lab's positioning and topic areas. The article can be sent back for edits.

4. The Content Specialist performs a marketing-oriented review of the article, ensuring it aligns with content standards and marketing messaging. This includes ensuring that the article is:

   • Not overly technical
   • Has a clear POV and direction
   • Has a sound structure
   • Delivers business value alongside the technical one
   • Can easily tie back to consulting services offered

5. The Content Specialist reviews the published article and identifies any elements that can be repurposed for multi-channel dissemination, communicating these to the Communications Officer.Repurposing content from articles means identifying ideas or paragraphs that can deliver value on their own and which can be used in that way. This can include:

   • Using ideas expressed as standalone thoughts/quotes on social media
   • List out benefits provided by the approach/framework/tactic/strategy discussed in the article
   • Send relevant ideas to Graphic Owner - Graphics for visual repurposing via either carousels of infographics.

6. The Content Specialist will review and optimize the article for SEO regularly to ensure maximum exposure over time for the article. This process includes:

   • Setting a primary keyword for the article
   • Setting multiple secondary keywords for the article
   • Setting multiple semantically related keywords for the article
   • Mapping and establishing interlinking between relevant articles via hyperlinks
   • Ensuring keywords are within the first and last 250 words of the article, in the title, and in certain headings
   • Writing an optimizing meta description for the article
   • Ensuring that the URL contains the main keywords of the article

7. The Website Officer publishes the approved article on the Agile Lab Blog, managing formatting and structure.

8. (Optional) The article can also be submitted for publication to the Agile Lab Engineering blog on Medium by the author, with canonical link to the post on the Agile Lab blog.

9. The Communications Officer ensures on-time publishing on social media and coordinates with relevant roles for promoting content.This process includes:

   • Extracting the relevant information from each article
   • Having the repurposed assets (see above) ready to be distributed
   • Establish a timeline/calendar of distribution to align with overall social media plan

10. Any agiler can and should share the original Agile Lab social media post to their personal LinkedIn profile for amplification.

Podcast Content Process

Podcasts are usually in a video format with some channel exceptions like Spotify, Podbean, Apple Podcasts

1. The Writer identifies podcast topics aligned with the content plan.
2. The Writer ensures the scheduling, production, post-production, and delivery of podcast.

3. The Content Specialist optimizes the YouTube podcast/video including proposed SEO-friendly descriptions for relevant distribution channels. This includes:

   • Ensuring relevant keywords (bot primary and secondary) are present within the video description on YouTube
   • Linking to other relevant content assets present on the Agile Lab website
   • Optimizing title to contain business value and the primary keyword
   • Linking video assets among themselves using YouTube’s built-in features
   • Linking video assets among themselves using YouTube’s built-in features

4. The Content Specialist reviews the podcast/video and repurposes any eligible elements for multi-channel dissemination. Repurposing content from articles means identifying ideas or paragraphs that can deliver value on their own and which can be used in that way. This can include:

   • Using ideas expressed as standalone thoughts/quotes on social media
   • List out benefits provided by the approach/framework/tactic/strategy discussed in the article
   • Send relevant ideas to Graphic Owner - Graphics for visual repurposing via either carousels or infographics.
   • Embed video strategically on specific content pages that relate to the topic of the video.

5. The Engagement Curator plans and oversees video repurposing into Shorts in collaboration with the Graphics Owner – Video. This process involves:

   • Identifying relevant standalone sections within the main video that can be re-used Or
   • Ensuring a pre-planned “for Shorts” recording takes place within the main video recording itself

6. The Website Officer shares the podcast/video on the website, ensuring alignment with marketing messaging and visual branding guidelines.

7. The Communications Officer ensures on-time publishing on social media and coordinates with relevant roles for promoting content. This process includes:

   • Extracting the relevant information from each podcast/video
   • Having the repurposed assets (see above) ready to be distributed
   • Establish a timeline/calendar of distribution to align with overall social media plan

Use Cases Content Process

Use cases outline how our data expertise transforms raw data into actionable business insights, empowering businesses to make informed decisions with confidence.

1. The Writer identifies new use cases aligned with the content plan and marketing strategy.
2. The Writer gathers information from consulting sources and writes a draft of the use case.
3. The Content Specialist reviews the draft, ensuring alignment with relevant consulting offerings.

4. The Content Specialist performs a marketing-oriented review of the use case, ensuring it aligns with content standards and marketing messaging. This includes ensuring that the use case is:

   • Not overly technical
   • Has a clear POV and direction
   • Has a sound structure
   • Delivers business value alongside the technical one
   • Can easily tie back to consulting services offered

5. The Content Specialist reviews the use case and identifies any elements that can be repurposed for multi-channel dissemination, communicating these to the Communications Officer.This can include:

   • Using ideas expressed as standalone thoughts/quotes on social media
   • List out benefits provided by the approach/framework/tactic/strategy discussed in the use case
   • Send relevant ideas to Graphic Owner - Graphics for visual repurposing via either carousels or infographics

6. The Content Specialist will review and optimize the use case for SEO (keywords, semantic keywords, interlinking, etc.) regularly to ensure maximum exposure over time for the article. This process includes:

   • Setting a primary keyword for the use case
   • Setting multiple secondary keywords for the use case (where relevant)
   • Setting multiple semantically related keywords for the use case (where relevant)
   • Mapping and establishing interlinking between relevant use case via hyperlinks
   • Ensuring keywords are within the first and last 250 words of the use case, in the title, and in certain headings
   • Writing an optimizing meta description for the use case
   • Ensuring that the URL contains the main keywords of the use case

7. The Website Officer publishes the use case on the Agile Lab website, managing formatting and structure.

8. The Engagement Curator coordinates promotion of the use case to generate awareness for established consulting positioning

9. The Communications Officer ensures on-time publishing on social media and coordinates with relevant roles for promoting content. This process includes:

   • Extracting the relevant information from each use case
   • Having the repurposed assets (see above) ready to be distributed
   • Establishing a timeline/calendar of distribution to align with overall social media plan

Content Assets Order and Priority

All content assets must respect scheduling in the content plan and calendar. The only exceptions are assets on Agentic AI and AI, which have a shorter “shelf-life” given the breakneck speed at which the industry is developing. This means that they will be added and prioritized over already planned content assets.

How to request adding new content assets to the content plan

Any new proposed content asset needs to have a strategic impact. To ensure this, it must adhere to at least one of the Evangelist or Core Business topic areas. Once this has been established, please send your proposal to the Writer for review and inclusion into the Content Plan.

If your content asset doesn’t fall into either of these or is overlapping with a Product Topic Pillar

The Writer can reject your asset. In this case, the article can be submitted for review and publication on the Agile Lab Engineering Medium blog. In case your asset has an overlapping topic with the Product area, the Writer can propose it to the Product Content Specialist to be published on the Witboost Knowledge Base.

Editorial Approval Process

1. Scope

This editorial approval process applies to all content and assets generated, sponsored, commissioned, or distributed by the marketing function regardless of who creates them or their role in the production process. This includes any content that represents, references, or could reasonably be associated with the company’s brands, products, services, market position, or messaging.

The scope covers owned, earned, and paid media, including but not limited to:

• Blog posts, case studies, whitepapers, research reports, and industry insights
• Webinars, events, presentations, and speeches
• Email campaigns, landing pages, and website content (open and gated)
• Product collateral, comparison guides, ROI calculators, and sales enablement materials
• Articles, guest articles, press releases, and media statements
• Promotional material across social, digital, and advertising platforms
• Joint, co-branded, or partner-led communications

This process applies to all employees, contractors, external individuals, partners, customers, and affiliated organizations.

Any employee or contractor acting as the primary point of contact (POC) for a project, collaboration, or partner relationship is responsible for ensuring that all external parties involved fully comply with this editorial approval process.

Any employee or contractor acting as the primary owner of a project or third party relationship is responsible for:

• Ensuring all internal and external contributors comply with this editorial approval process
• Submitting approval requests in a timely manner
• Preventing publication, distribution, or reuse of content prior to approval
• Escalating risks, exceptions, or non-compliance to Marketing

Lack of direct Marketing involvement does not exempt a project or asset from this process.

2. Roles & Responsibilities

The Content Specialist is responsible for managing and reviewing content to ensure alignment with the brand vision, value proposition, and content strategy. This includes ensuring clarity, quality, tone of voice, structure, style consistency, and editorial best practices.

The Global Marketing Director ensures corporate alignment, verifies messaging accuracy, confirms correct market positioning, and assesses brand and reputational risks.

The Content Specialist must escalate any editorial approval-related requests to the Global Marketing Director particularly in cases of dispute, exception or sensitive content, such as assets involving customers, owned research or sensitive data, as well as all re-purposing requests (see 4.)

3. Approval Rules for Distribution and Re-Use

Distribution or reuse of content requires formal approval unless the content falls into one of the following categories:

• Public-facing website content describing features, capabilities, market vision, or core messaging
• Open or gated content published on the official company website

These materials may be distributed exclusively by sharing the direct public-facing link to the content. No copy/paste, modification, extraction, or reformatting is permitted without approval.

For the distribution or reuse of any other type of asset, including any accompanying text, imagery, audio, or video—and for any placement beyond simple link sharing—a request must be submitted to Marketing via the Content Distribution and Re-Use Approval Form: Content Distribution and Re-use Approval Form

Approval must be obtained prior to distribution.

4. Approval Rules for Re-Purposing

Content repurposing refers to the controlled reuse of existing assets through adaptation, including but not limited to changes in wording, format, design, context, product offering, pricing, or economics, across different channels or audiences.

Repurposed content must not alter the original meaning, intent, positioning, or factual accuracy of the source material. Any and all repurposing activities require prior approval from Marketing. Requests must be submitted via the Repurposing Approval Request and most include:

• Link to the original asset
• A draft of the proposed adapted version

Unauthorized adaptations or derivative content are not permitted.

5. General Rules for editorial approval

Respecting these general rules can aid the approval process. Anyone should review their drafts before submitting to make sure the following points apply:

• No vague promises
• No oversimplification
• No buzzword inflation
• No claims that contradict product, service, or delivery limitations
• No unapproved legal, regulatory, or compliance-related claims
• No customer names, logos, quotes, or testimonials without documented consent
• No forward-looking or speculative statements without explicit approval

All content must be reviewed by the submitter prior to submission. Submission does not guarantee approval, and content may not be published, distributed, reused, or repurposed until formal approval is granted.

Failure to comply with this process must be escalated to Marketing and may result in delayed publication, required revisions, or withdrawal of the asset.