I Built a Content Operation That Almost Rivaled Workello (Well, Kinda)

Building a content operation isn’t for the faint of heart. When I first decided to put together a team for creating SEO-optimized content, I thought it’d be as simple as hiring a few writers, assigning topics, and calling it a day. Spoiler: I was wrong.

The process turned out to be much more chaotic than I imagined. Missed deadlines, poorly written drafts, constant back-and-forth emails—it felt like I was running in circles. But through trial, error, and a lot of late nights, I figured out a system that worked for me. A big part of my success came from studying how Workello operates and adapting some of their strategies to my needs.

Here’s how it all went down.

The Early Days: A Messy Start

When I started, I didn’t have much of a plan. I had a handful of writers and a few projects in mind, but no clear process for managing everything. My inbox was overflowing with questions like, “What’s the deadline for this?” and “Can you clarify the brief?” Meanwhile, I was juggling client requests, keyword research, and performance tracking all at once.

The worst moment came when a writer sent me a half-finished article, and I realized I’d never communicated the word count or deadline properly. I couldn’t even blame them—this was on me for not having my act together.

At that point, I knew I needed a system. That’s when I came across Workello and decided to study how they built their content operation.

What Workello Does Well

Workello isn’t just a tool; it’s a framework. Their setup focuses on making content production efficient and scalable. Here are some of the key features that stood out to me:

What struck me most was how simple yet effective these solutions were. I didn’t need fancy software (though it helps). I just needed to organize my process better.

Building My Version of Workello

Inspired by their system, I got to work creating my own content operation. Here’s how I approached it:

1. Setting Up a Workflow

I needed a workflow that didn’t make me want to pull my hair out. I started with a content calendar in Notion. It wasn’t anything fancy—just a basic setup with columns for each stage of production:

• Ideas
• Assigned
• In Progress
• Editing
• Published

Each card had all the details: keywords, deadlines, word count, and links to research materials. Suddenly, I wasn’t fielding endless questions about the basics.

2. Standardized Writer Onboarding

Hiring writers used to feel like a guessing game. I’d get applications with wildly different writing samples, and it was hard to tell who’d be a good fit. Inspired by Workello, I created a simple test task:

• Write a 500-word blog post on a niche topic.
• Follow a specific set of SEO guidelines.
• Submit within 48 hours.

This test weeded out applicants who couldn’t follow instructions or produce high-quality work. I also started using Google Forms to collect basic information upfront, like availability and preferred niches.

3. Clear Feedback Loops

In the past, my feedback looked something like this: “Fix this paragraph” or “Add more detail.” Not exactly helpful. I realized I needed to provide more actionable advice.

Now, I leave detailed comments directly in Google Docs, pointing out what works and what doesn’t. For example:

• Instead of “Add more detail,” I’d write, “Can you include an example of how this strategy works in real life?”
• Instead of “Rewrite this section,” I’d write, “This paragraph feels repetitive. Try combining it with the one above for clarity.”

I also started scheduling short calls with writers who needed extra guidance.

The Results: Measurable Improvements

Once I had the system in place, everything started running more smoothly. To measure progress, I tracked key metrics over three months:

The biggest win? I was no longer the bottleneck in my own process.

What I Learned Along the Way

Looking back, there are a few things I wish I’d known when I started:

1. Start with a clear system. Even a simple workflow is better than nothing.
2. Don’t skip the test task. It saves so much time during hiring.
3. Automate where you can. Whether it’s email templates or task tracking, automation is your friend.
4. Communicate everything upfront. Assumptions lead to mistakes, period.

Tips for Aspiring Content Managers

If you’re thinking about building your own content operation, here are a few tips to keep in mind:

• Choose tools you’ll actually use. A fancy platform won’t help if it’s too complicated for your team.
• Invest in your writers. Regular feedback and clear expectations go a long way in building a strong team.
• Track your metrics. If you’re not measuring performance, you’re just guessing.

Wrapping Up

Creating a content operation that runs like clockwork takes time and effort, but it’s 100% worth it. By studying how Workello operates and tweaking their methods to fit my needs, I was able to build a system that works for me and my team.

Now, content creation feels less like a juggling act and more like a well-oiled machine. And let me tell you, it’s a relief to go to bed knowing there aren’t 30 unread emails waiting for me in the morning.

So, if you’re feeling overwhelmed by your content operation, take a breath. Start small, stay consistent, and don’t be afraid to borrow a few ideas from the pros. 😉

Got questions? Drop them below—I’d love to hear how you’re managing your content workflow!