This process will help you write quality content. Don't skip it even if you are in a rush, because it will really help you get better results for your time and efforts.
If you are new to content marketing, you better start with Joe Pulizzi's books to develop your content marketing strategy. We have got an internal process for that based on a brilliant book Content Inc.
We recommend you to go through the book and answer all the questions in it because it will enable you to develop a much stronger content marketing brand and maybe even turn your company into a better direction.