The Closing Guide Series

How to Document Your Marketing SOPs

Content calendars, repurposing workflows, and campaign checklists. Build once, reuse every week.

The Reframe

You don't have a content problem. You have a repurposing problem.

“The team that posts 5 times a week and the team that posts once a week often create the same amount of original content. The difference is a documented repurposing workflow.”

Most marketing teams start from scratch every time they need to post. New idea, new draft, new design, new approval loop. It takes 3 hours to produce one post. Multiply that by 20 posts a month and marketing becomes a full-time grind.

A documented repurposing SOP changes the math. One blog post becomes a LinkedIn post, three Instagram slides, two email snippets, and a short video script. The original thinking happens once. The distribution happens five times.

The SOP is a simple document: input (one piece of content), steps (how to adapt for each platform), output (formatted assets ready to schedule). Write it once and every week after that, your team follows the same process without reinventing it.

The Framework

The marketing SOP stack

SOP 1: Content calendar

A shared sheet with columns for date, platform, topic, status, and owner. Populate it one month at a time. The calendar removes the daily question of 'what should we post today?' and replaces it with execution.

SOP 2: Repurposing workflow

Document the exact steps to turn one piece of content into five platform-specific formats. Example: blog post to LinkedIn summary to Instagram carousel to email excerpt to TikTok script. Each step has a template so the adaptation takes 15 minutes.

SOP 3: Campaign checklist

For every campaign or launch, a checklist of every asset needed, every channel to publish on, and every follow-up step. Build it once for your most common campaign type. Reuse it every time with minor adjustments.

SOP 4: Approval and publishing

Who reviews content before it goes live? How long do they have? Where does approved content get stored? Document the approval loop so nothing sits in a draft folder for two weeks waiting for someone to say yes.

Take Action

Start here

  1. 1
    Build your content calendar in a shared spreadsheet. Columns: Date, Platform, Topic, Status (Draft / Approved / Published), Owner. Fill in next week's content right now. 20 minutes.
  2. 2
    Write your repurposing SOP for one content type. Pick your most frequent format (blog post, video, podcast). Document the 5 steps to adapt it for other platforms. Share it with the team.
  3. 3
    Add AI to the repurposing step. Once the SOP is documented, AI can draft the platform adaptations. Feed it the original content and the SOP template. Review and publish. The SOP tells the AI what to produce.

Ready to map your processes?

Work with me

6 weeks to map and document your processes across all 4 departments, build SOPs in your existing tools, and layer AI on the parts that are ready. $4,997 for the full engagement.

See how it works →