State of Brand Management Tools 2024

What is Content Collaboration?

Creative Content Collaboration

It’s absolutely true – We rarely create content on our own. Sure, we might work on a large chunk of a project, but other people are usually involved, too.

Unfortunately, this is both a blessing and a curse.

It is a blessing because working in a team allows for creating better content. 

But it is a curse because collaboration is rarely easy. 

In this guide, we’ll show you how collaboration should happen and offer some insights on how to make it work for your organization.

So, without any further ado, let’s get started.

Table of Contents

What do we mean by content collaboration?

The term – content collaboration – refers to a situation in which several people work together to create a piece of content. 

These people do not necessarily have to work on the same part of the project, although that’s quite possible, too. But usually, every one of them brings in their own particular talent and complements one another to create a powerful content team. 

This is a common collaboration scenario for most content assets, actually. 

Even creating a simple piece of content like a blog post would require a team of people working together toward a common goal:

  • A marketer would initiate the idea of publishing a blog post on a specific topic.
  • The SEO person would identify relevant keywords that would attract a highly targeted audience to that content,
  • A writer would outline and then create the content, 
  • Designers would be responsible for creating visuals and the featured image, 
  • Various other stakeholders would be needed to review and approve each draft, and so on.

Similarly, some content assets would require writers to team up with other departments, like the legal team, for example, and tap into the other department’s knowledge to create the content.

That’s why we often speak of three levels of content collaboration:

  • The first one includes people from the same department, usually marketing, working together to craft and finalize a content asset. 
  • The second scenario involves marketers working with other internal departments. 
  • And the third one extends that to third-party providers. In this case, the marketing department might outsource some of the work to an external partner – A photographer, a content writer, an SEO agency, and so on. 

Naturally, each of those scenarios carries its own set of challenges but also benefits. That is also why having a properly developed process for content collaboration, as well as a relevant tool to manage it, is an absolute must. 

  • The content collaboration process organizes the work for everyone. And the tool, with its ability to run various workflows, helps to ensure that the process is always followed rigidly. 
  • It is also the process that allows everyone to bring their unique perspectives to the table. And that’s exactly what makes projects flourish and achieve unimaginable heights, after all.
  • Content collaboration streamlines work and ensures that work is done on time, within the budget, and to the specifications.
  • Finally, the content collaboration process speeds up other processes, too. It does so very simply – By bringing order to almost every aspect of creative work. 

This brings us to this…

How does content collaboration happen in practice?

I’ve been using the term – process – a lot throughout this guide, and I just realised that I may have been a little misleading about it. 

That’s because when we think of a process, we usually see a predefined system of steps, tasks, sub-processes, and so on. It all follows a predetermined sequence and usually offers little to no chance to change it. 

But that’s not always the case with content collaboration. Naturally, it is a process in the sense that it organises the many moving parts of every content project. However, it does not require the rigidity of a specific process. 

For that reason, I prefer to think of content collaboration as a system.

Let me take a step back briefly here and explain the difference between the two. 

So, when we talk about a process, we usually refer to a series of interrelated tasks that transform a particular input, like a content brief, into an output, a finished content asset. 

A system, on the other hand, is a set of interconnected elements that work together to achieve a common goal. Processes are a part of a system, but so are people, technology, and resources. 

In the context of content collaboration, the system would include:

  • Various content production processes, usually each for every major project type (i.e., blog post, eBook, photoshoot, etc.) 
  • A content review and approval process or an online proofing process.
  • All stakeholders who’d be involved in content production,
  • Other departments whose help might be needed
  • Third-party providers and data sources
  • Tools various stakeholders would use, like photo editing tools or graphic design software.
  • And the master content collaboration platform where you’d ensure that the system is being implemented and followed correctly. (NOTE: We’ll show you an example of a tool like this shortly.)

Here are just some examples of what a content collaboration system would look like for various types of creative projects:

Blog production

For most of us, the words content and blog are synonyms, so I suppose it makes sense to start with traditional blog production. 

Creating blog content brings several stakeholders together, from marketers who initiate the project, SEO specialists who research keywords and optimize the finished draft, writers, and designers, down to other departments like legal or product, who contribute their insights. 

Then, there are situations where a company contracts some of the work to third parties. It might be using an external SEO consultant or a writer, for example, who will then need to be brought into the system to collaborate with the rest of the team. 


Newsletters often require fewer people, but to complete each issue, you still need to collaborate with marketers, writers, the email marketing team, and often external departments. Not to mention that often, the management may want to have their input before publication or at least be a part of the online proofing process. 

Design and Creative Projects

These projects require collaboration between several departments as well. Even if the project originates within the marketing department, it might need to be reviewed by several other stakeholders before it is signed off and published. 

Product Content

For many companies, much of their product content focuses on imagery. And that often involves collaborating with photographers, design or creative agencies, models, as well as other people within the marketing department – writers, editors, managers, and so on. 


Even if the company has an internal translation department, most of the time, the content they’d need to work on would originate elsewhere – in the marketing department, sales, or any other team within the company. All these teams would have to collaborate to finalize the translation. The design team, then, would be brought in to put the new translation in the same format as the original to maintain consistency across all publications. 

In fact, all content collaboration projects can be organised as a chain of people, events, and tasks. 

There is always a person who initiates the collaboration. In most cases, it is (or at least it should be) the person who initiates the entire project. 

With the content collaboration tool, the person should trigger a relevant predefined workflow that matches their project type. 

Example of a workflow and user access rights in CELUM Content Collaboration

The workflow immediately sets all relevant tasks, dependencies, and core stakeholders for the project. 

The project owner can then edit the workflow, invite other collaborators, if needed, and provide in-depth information and a creative brief. 

Because the workflow already exists and defines roles and responsibilities, everyone involved gets notified about their role in the project. 

A content collaboration tool allows you to invite team members, colleagues from other teams, and even external collaborators to be part of a workflow.

The workflow continues as everyone goes through their predefined tasks until all tasks are exhausted and the project is completed as per the brief. 

As you can see above, much of the process relies on having the right content collaboration tool. It lies at the heart of the system, and it organises its every aspect. 

Let’s look at one such tool right now. 


Interested in experiencing how CELUM can help streamline your content collaboration? Find out more about the platform, or sign up for a free trial now.

No credit card required.

How to make content collaboration happen seamlessly with CELUM

CELUM (disclaimer – this is our tool) is a complete content collaboration platform with digital asset management capabilities. 

What this means in practice is that with CELUM, you can manage every aspect of content collaboration:

  • Task management allows you to collaborate efficiently on all your content creation projects by bringing everyone together in one centralised platform. 
  • Online proofing features allow you to brief your team, access the right assets, and get drafts approved and signed off quickly. 
  • Digital asset management (DAM) and PCM (Product Content Management) capabilities let you store, organise, and easily route and publish all files and assets that you need to complete projects from one central location.


Here are just some of the features that make CELUM the most robust content collaboration platform on the market today.


Create workflow templates for different projects, or choose from a shared library. Predefine workflows & automation steps for different projects and save them for the next time so you can start working right away.

Workflow templates for different projects


Visualise work at various stages of your process. Utilise Kanban boards as a powerful foundation for creative collaboration. Keep everyone in the loop regarding assignments, due dates, and the current status of each task.

Kanban boards


Annotate images, videos, audio and docs with markup tools to share precise and actionable feedback. Easily update your files and add multiple versions to keep track of all the changes that were made.

Markup tools and versioning


Minimise errors and back-and-forth communication caused by incomplete or poorly documented creative briefs. Briefing Forms help you properly brief your team to kick-start your creative workflow successfully. Save preferred Briefing Forms for your next job.

Briefing Forms


Say goodbye to tedious, repetitive work. Among other things, robots can automatically set or change due dates, assign or unassign users, and restrict task creation or editing in specific stages of your project.

Robots and Automation

Interested in experiencing how CELUM can help streamline your content collaboration? Find out more about the platform, or sign up for a free trial now.

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