Every organization produces content, even if it’s just a newsletter. But to get the most out of the content you’re producing, you should be asking yourself a few questions. The Marketing Genius Blog has a list of 10 questions you should ask about social media and content.

My favorite:

Who have we assigned to govern our content on an ongoing basis?

Producing content on a regular basis makes it extremely important to assign someone in your organization to maintain and govern it. Ideally this is a content strategist.

For those of us without the luxury of the ideal, be sure to select someone with high attention to detail and a knack for organization.

I’d add one other option (partly because I’ve seen this work with a lot of my own clients). Bring in a trusted partner to serve as a freelance content creator. Let that person work closely with you to generate ideas, and then turn them loose to write articles, make podcasts, create videos, and make engaging content for the people you want to reach.

However you do it, not assigning a point person to the content-creation role is the most common mistake I see organizations make when they try to participate online.