We've spent lots of time working with various news organizations around the world, and what we've discovered is that many managers make the same mistake: they want to apply the same workflow for online content as they do for their core product (magazine, newspaper, broadcast show).

The problem is that when a story is published in a traditional media source that tends to be the end. There might be a follow-up story, or letters to the editor...but the kind of back-and-forth that is the hallmark of Web content just isn't there.

In the digital world, things don't happen in such a confined, linear way. Stories online, once published, continue to live. That's partially because with each new link to the story, there's boundless possibility for commentary, feedback, and additional stories based on what originally appeared. It's also because the story becomes part of a broader discussion, whether it happens via Twitter or on someone's blog or even (hopefully!) within the comment sections on your news org's site.

Those producing digital content need to change their workflow habits. Reporters need to get in the habit of multifaceted story development. They should offer hyperlinks and contextual/ related information - not the copy desk. Editors and producers need to feel comfortable adding information as the day progresses, even adding more hyperlinks or other information long after a story has been published.

Below is a link to our suggested workflow for online editorial content. You'll notice that part of digital content production includes a discussion with your advertising team, a step to republish your content across multiple channels and platforms, and creating meaningful ongoing conversations with your local community. I'm willing to bet that your newsroom is currently doing only half of what's below - and that's on a good day. You'll see that there's no real beginning or end. That's because digital content production is an ongoing process involving folks inside - and outside - your newsroom.

Print this out, bring it to your next managers meeting and start re-thinking how you're going about content development.