How To Mature Your Publishing Process With Matthew Ankeny From Gear Patrol [ACM 011]
![How to Mature Your Publishing Process with Matthew Ankeny from Gear Patrol](https://media.coschedule.com/uploads/how-to-mature-your-publishing-process-gear-patrol.png?w=3840&q=75)
- How often Gear Patrol publishes content and how big the team is that gets all of that great stuff out there, as well as the biggest challenges that come with getting so much content published.
- The workflow steps for a typical article and why simplicity is important.
- Tips on coming up with ideas for articles.
- How the content production and publishing process has evolved and continues to evolve at Gear Patrol.
- Ways to plan a production schedule and workflow processes.
How To Mature Your Publishing Process With Matthew Ankeny From Gear Patrol
Click To Tweet- “With a little bit of structure comes a lot of creative freedom.”
- “It’s good to have diversity. You don’t want to read the same voice over and over again.”
- “There’s a balance between enforcing rules and being flexible.”
Transcript
Nathan: They say marketers need to think like publishers. If that’s true then we marketers should learn from publishers. Am I right? Hey, I am Nathan from CoSchedule. Today, I’m sitting down with Matt Ankeny from Gear Patrol. If you haven’t heard of Gear Patrol, their magazine or the online content that they publish, it’s about time, and while I love their content that covers new gadgets, cars, and my favorite craft beer, what I really think you’ll enjoy as a marketer is the process that they use behind the scenes to publish that awesome content, and lots of it. I mean 15 articles a day kind of lots. Even if you never publish that much, it means that Matt and his team at Gear Patrol have figured out content ideation, workflows, and simplicity that make publishing a whole lot more doable. He’s sharing how they do it on this episode of the Actionable Content Marketing Podcast. Let’s listen to him. Hey, Matt. Thanks a lot for being on the podcast. I’m really excited to pick your brain here on how you develop these workflows and processes that help you publish lots of public content extremely efficiently. Matt: Thanks for having me. I’m excited to be here. Nathan: We’re excited to have you. Matt, could you fill me in on Gear Patrol? Matt: Yeah. Gear Patrol is a men’s lifestyle publishing company and we do both web and print publishing. On the web, we publish content across seven different categories, watches, style, tech, motoring, culture, food and travel. We’re kind of just aimed at men who are interested in gear and who are interested in using that gear in adventurous ways. Nathan: I know you guys are working on lots of interesting projects. What do you do there? Matt: I’m the deputy managing editor. I’m kind of in charge of making sure that things work smoothly and budgets are hit and we have something to share with our audience everyday and what we share with them is quality. That’s it. Nathan: Nice. The guy working behind the scenes to make sure everything just flows smoothly. Matt: Exactly, yeah. Nathan: Nice. To me, it sounds like you have an extremely important role to fill to make sure you plan some of that content way ahead of time to hit your publishing deadlines. I’m just kind of wondering just for background sake, how often do you publish content? Matt: We publish seven days a week. Monday through Friday are definitely busier than on the weekends. Monday through Friday we publish between 12 to 15 articles a day and then on the weekends, it’s usually between 2 and 4, and the weekends are kind of more of the recap of the things published during the week. During the week, it’s more original content and the bigger stuff that we’re working on along with kind of small news release stuff. And then on the weekends it’s kind of either recaps of what happened during the week or also republishing some of the longer reads so when people have a little bit more time to sit down and read something, they have something to sink their teeth into. Nathan: I’m wondering then, how big is your team that helps you publish that much? Matt: We have 15 people on the editorial side, and then we have about 5 people on the design team, and then we also work with a handful of freelancers as well. We’re full-blown publication. I’d say we’re a full-blown team of publication where we’re independently owned. Hopefully, our readers feel like we’re on par with Wired and Outside, and other great publications like that. Nathan: I think where we can go with this kind of conversation for marketers and other people who are publishing that kind of content is looking at your processes behind the scenes. What’s the biggest challenge that you kind of come across with publishing that much content? Matt: Staying organized is key and also making sure that people know what is expected of them and they’re capable of getting that done in a proper time frame. We go through a lot of steps for articles. Some are a little bit more nimble than other ones but when it’s changing hands from an editor who is coming up with an idea to a writer who’s then working on a story, writing a story and then gives it back to the editor who’s going to review it and then it goes on to the art team to add the art, and then off to the copy editor to review the copy, and then publish. Everything has to work well and keep everybody sane, it has to work in a way that it allows for people to have freedom to do the work in an amount of time that is appropriate and they can see that the work that they actually do is ready for them so that the next person can step in and do that. The rule challenges kind of communicating with people and setting up these processes so that people can see what’s coming their way and what is hardly done and when it’s their time to step in, they can step in and do it, and pass it to the next person. Nathan: Yeah. That makes me really curious and you started hinting at this, but why would you say that process itself is important for publishing that much content? Why is process important? Matt: I would say that in process, freedom—there’s a lot of times in creative circles, this idea of like limitations are something that restricts creativity but I think it’s kind of the opposite. It’s a dilative balance of figuring out how much time does a single person need to do their part of the process. Once you’ve fined-tuned that and if you allow for a little bit of flexibility in that, we found that when you can give people specific time frame and they know that that’s their part of their chain, it really freezes them up to be able to think about one, how much time they need for that specific task, and then also what they can do otherwise or how they can leverage the rest of their day for something else. We found that building in the structure has really allowed people to one, manage their own time better, and two, to work creatively on the projects that they have because they know they have a set amount of time to get it done so that adds a little bit of emphasis to get started because we’re all procrastinators in our own way. It also gives us freedom of, “Hey, I’ve got a week to interview this expert and draft my article,” or “I’ve got two hours to get this new product that’s out into a opinion piece to publish on the site.” I think with a little bit of structure, there comes a lot of creative freedom and also as a part of my job, it kind of encourages people on to get going.![podcast_matthew-1](https://media.coschedule.com/uploads/Podcast_Matthew-1-770x328.png?w=3840&q=75)
![It's good to have diversity. You don't want to read the same voice over and over again.](https://media.coschedule.com/uploads/good-to-have-diversity-quote.png?w=3840&q=75)
![There's a balance between enforcing rules and being flexible.](https://media.coschedule.com/uploads/enforcing-rules-being-flexible.png?w=3840&q=75)
![podcast_matthew-cta](https://media.coschedule.com/uploads/Podcast_Matthew-cta-770x239.png?w=3840&q=75)