Content Creation

6 ways to empower your frontline employees for maximum content creation

Papirfly
8 minutes read

Content creation is the lifeblood of modern marketing.

From a consistent cycle of blog posts, emails and social media posts, to powerful one-off videos, landing pages and billboards – great content campaigns are the key to connecting with your audiences worldwide.

With 97% of professionals saying they experience at least some level of success with content marketing, brands must keep up with growing consumer demands. But this is much easier said than done.

Maintaining a constant flow of content across multiple channels is a prevailing problem for marketing teams. Despite innovations in AI software and automation tools, the struggle persists, placing a lot of demand on creatives, designers and your head office to maintain pace with an ever-growing number of platforms – all in the face of ever-shrinking budgets.

While these everyday challenges may be your responsibility, it is empowering your frontline staff where the key to scaling your outputs to new heights can be found. In fact, it’s right that the people who interact with your customers, manage your outlets, and take care of your day-to-day obligations are able to flow with trends and markets as easily as possible..

Here we’ll explain how, with the right tools, strategies, and incentives, you can empower your frontline employees to become the beating heart of your content marketing efforts.

What do we mean by frontline employees?

First, we should clarify what we mean by “frontline employees”. As noted above, your frontline workers are the people who directly engage with your audiences and keep your operations running smoothly.

As well as traditional marketing roles, they’re the baristas serving customers in your cafe. The shop assistants stacking shelves in your supermarket or department stores. The customer service representatives answering people’s questions and concerns. Simply put, they’re the backbone of your organization.

The challenges impacting today’s content marketers

Now, what are the prevailing challenges today’s content marketers face, and which of these could be resolved by a helping hand from your frontline workforce?

Lack of trained personnel

First, there’s the simple problem of demand for content outstripping available resources. With 51% of companies saying they use over 8 channels, many marketing teams need additional personnel to produce and maintain a continuous flow of content on each of their active platforms – especially if they have visions of scaling up in future.

Personalisation and localisation

Beyond the number of channels, global companies also have to consider the pressing need to tailor content for specific audiences and regions. With personalized content now a growing expectation among consumers, this adds another layer of complexity for already burdened content marketers.

Maintaining brand consistency

Attempting to churn out content at pace can allow inconsistencies to creep in – mistakes which can subsequently damage your image in the eyes of your customers. Brand consistency is critical to a strong reputation and sustainable brand equity – when this falters, it can take a long time to fully recover.

Managing content and campaigns

With multiple marketing campaigns in motion across several locations, maintaining control and oversight of every asset is a time-consuming, painstaking burden. The more time your marketing team devotes to coordinating assets, the less time they can dedicate to evolving your content strategy.

Dependence on designers and agencies

To relieve the burden on the central marketing team, many organizations delegate content creation to freelance designers and specialist agencies. This can reduce the stress involved, but it comes at a cost – and not just a financial one.

Using professionals outside your organization places your content production schedule in their hands, adding complexity to the pipeline and concerns over their capacity to fulfill your needs.

How does empowering your frontline employees address these issues?

A lot of the fundamental issues affecting content marketers could be resolved if there were simply more people who could contribute to your content creation process. People who understand your business, your brand and your customers. So, what better than boosting your frontline employees into this role?

Now if it were as simple as that, every company in the world would already be doing it. If you’re keen to mobilize your frontline workers, there are several hurdles you have to clear first:

Tough obstacles that, with the right combination of tools and some top-line direction from your marketing leaders, can be overcome to make frontline content creation a very real possibility in your organization.

6 steps to enhance your employees’ involvement in your marketing

1. Utilize intelligent design templates

The biggest barriers between your employees and your content are a lack of design expertise and available time. Using on-brand design templates addresses both of these concerns and can instantly inspire your employees to share quality content.

Content creation solutions with this capability provide an intuitive framework for users, fixing all necessary brand elements in place so there is zero risk of inconsistency. From there, your employees then have the freedom to create and adapt materials to their requirements, without compromising your company’s identity.

This can have several practical benefits, such as:

  • Enabling anyone to produce high-performing assets, no matter their skill level
  • Cutting down asset creation times to a matter of minutes
  • Allowing users to tailor languages, imagery and wording to their audience or region
  • Permitting the production of content for multiple different channels in one location

By also incorporating safety measures, such as approval workflows and a library of professionally designed content templates, you lay the foundation for an employee-generated content revolution – one that can scale up your in-house marketing and reduce your reliance on freelancers and agencies.

2. Centralise brand guidelines and directives

Your content production tools shouldn’t stop at design templates. While these tools help lock down consistency while reducing production times and costs, it’s just as important that your frontline employees understand your brand inside and out before you allow them to start generating assets.

Your brand guidelines are the crux of this requirement, so it’s essential that they’re accessible to your entire workforce. You might think that this is a given, but while 85% of companies say they have documented guidelines, only 30% enforce them consistently.


Establishing a central, online destination for your brand guidelines and similar resources helps ensure that your frontline staff, wherever they’re based, can engage with and educate themselves on your identity. A brand portal can be a valuable tool in this process, storing this key information in one online place that your teams can access whenever required.

3. Provide education and training

Alongside these capacity-expanding tools, it’s beneficial to introduce designated training sessions with frontline workers who are interested in content creation. Hosted by members of your central marketing team or other executives, regular sessions with your team can help them understand what’s expected and feel more confident engaging in this process.

While on the surface it may seem like trading one time-consuming task for another, it’s all a matter of perspective. What is more time-costly: a monthly training session with your internal teams, or the hours you devote to creating, proofing, amending and distributing content to your outlets worldwide?

Plus, opportunities for learning and development are massive motivators for the latest generation of frontline workers. So not only can this scale up your content development – it may also enhance your overall employee experiences and job satisfaction. 

4. Incorporate content creation into your onboarding process

The employee onboarding stage sets the expectations for your new recruits, so they can fully understand your processes and their responsibilities. By introducing your content creation tools and brand management solutions at this early phase, you can help ensure that this is understood and embraced by your newest employees.

This means that by the time they have fully settled into their new role, your content creation process can already be second nature to them. Over time, this can create a culture of content production throughout your frontline workforce, rather than the sole responsibility of your central marketing teams.

5. Create a single source of truth for your content

If your entire frontline staff are engaged in content generation, assets can quickly become muddled, misplaced or lost altogether, adding to your workload instead of streamlining it. Preventing this requires a single, centralized repository for assets developed across your organization – a Digital Asset Management (DAM) system.

Investing in a DAM solution allows you to consolidate all your branded content, assets, imagery, videos and beyond into one combined library – accessible to your teams across the globe. With the ability to tag assets, set permissions and distribute these to your outlets worldwide in real time, a DAM can put you in total control over the consistency and frequency of your content.

If you want to learn more about DAM, check out our ultimate guide to Digital Asset Management.

6. Establish an employee recognition and rewards programme

Finally, encouraging your employees to play a more conscious role in your marketing operations through tangible incentives can help ensure that this is not an on-again, off-again occurrence, but a fixed, reliable approach. 

While each employee will have their own unique motivations to get involved in such a scheme, some examples to help inspire your staff include:

Reap the rewards of empowering your frontline workers

Empowering your frontline employees to be at the core of your content creation efforts is not straightforward. But by following the techniques above and investing in the tools and training required to execute this, you open the doors to a whole host of benefits:

Scaled-up content output: With more hands available, your teams can create more content than ever, with increased productivity and better cost-efficiency.

Greater consistency: As work is created in-house by professionals who know your brand, consistency can be locked down on every channel and location.

Extended reach: Scaling up your content generation means you can build a bigger presence on new and existing channels, and tailor content to specific regions and audiences.

Faster times to market: Turnaround times for content can be cut significantly, and employees are enabled to capitalize on fleeting opportunities to capture sales.

More engaged employees: By getting involved in your content generation, your employees can forge stronger, more meaningful bonds with your brand.

Capacity for strategic thinking: With the pressure of content generation eased, your marketing team will have more room to plan, reflect and evolve your brand.

Empowering your frontline employees to create collateral takes time to perfect, but with every piece of content your teams produce, the closer you come to a state of marketing self-sufficiency.

We hope this has given you the motivation to see where you can scale up your content creation in the long term, and harness your professionals at every level of your organization to make a positive impact on the future of your brand.

Table of contents:

  1. What do we mean by frontline employees?
  2. The challenges impacting today’s content marketers
  3. How does empowering your frontline employees address these issues?
  4. 6 steps to enhance your employees’ involvement in your marketing
  5. Reap the rewards of empowering your frontline workers

Digital Asset Management

4 smarter ways for managing digital assets and cutting content chaos

Papirfly
4 minutes read

Today’s customers expect seamless, consistent brand experiences across every channel. In fact, 95% of them use more than one platform to make a purchase. That means your marketing content must perform everywhere – email, print, social media, mobile apps, websites, and beyond.

Papirfly infographic displaying statistics on the importance of multichannel marketing strategies - Sources: Invesp, Embryo

But the more channels you serve, the more complex your asset libraries become. From localized print to global campaigns, many organizations find themselves drowning in creative files – most of which are scattered, duplicated, or outdated.

Without structure, managing digital assets becomes an almost impossible challenge, slowing campaigns, creating inconsistencies, and damaging brand trust.

If this sounds familiar, you’re not alone. But you can take control.

The true impact of digital asset chaos

Digital asset chaos is more than just an inconvenience – it’s a drain on your resources and a threat to your brand equity. For example:

Marketing budgets take a hit

Teams waste valuable time searching for the right assets or – worse – recreate them from scratch, eating up your budget and slowing speed to market.

Papirfly statistical asset highlighting how employees fail to find the right digital file for marketing campaigns 35% of the time - Source: TechRepublic

Brand consistency breaks down

Brand equity depends on familiarity. But without a system for managing digital assets centrally, outdated files keep resurfacing, undermining your visual identity and leaving your audience confused.

Papirfly statistical asset noting how up to 77% of companies share off-brand content on their marketing channels - Source: Marq

Workflows stall and teams lose momentum

When design files are disorganized, even a simple task like sharing content on social media can become a long and involved process. The confusion causes team members to second-guess themselves. Cue endless back-and-forth with marketing leaders, wasting time and energy that would be much better spent elsewhere.

Papirfly statistical asset illustrating that it takes the average marketing professional 18 minutes to locate the digital asset or file they need - Source: M-Files

4 tips for keeping digital assets organization

Here’s how to create a more effective brand ecosystem and get all your digital assets under control.

1. Audit your existing libraries

Start by taking stock. Map every folder, drive, and repository your teams use. Identify what exists, where it lives, and whether it’s up to date.

Yes, it’s time-consuming – but also essential. Without clarity on what you already have, you can’t create a sustainable structure for the future.

Papirfly infographic outlining 4 steps to conducting a full audit of your digital asset library - set clear objectives; involve different marketing departments; centralized spreadsheet; set out blocks of time

2. Create clear taxonomy guidelines

Once you know what you’re working with, standardize how it’s organized. Establish naming conventions, tagging rules, and folder structures that everyone understands – and make sure everyone sticks to them. Without clear rules, the same file might be saved under five different labels, making it harder for people to search for and find the assets they need.

Papirfly infographic illustrating 4 tips to create effect taxonomy guidelines for your digital assets - use simple language; use standardized terms; cover all asset types; establish a hierarchy

3. Implement a Digital Asset Management (DAM) solution

Once you have audited your content and established a uniform naming structure, your next step is to physically organize your digital files – something Digital Asset Management software can really help you with.

So what is Digital Asset Management (DAM)? Put simply, DAM solutions are digital, centralized locations where all your collateral can be stored and shared with teams worldwide. With powerful search functionality, version control, and role-based permissions, they minimize duplication, streamline workflows, and ensure only the right content is used.

Papirfly infographic highlighting 4 benefits of Digital Asset Management software - streamlines workflows; asset searchability; brand consistency; avoids duplication of assets

For a deeper dive, explore our guide: Digital Asset Management in 2025 – the only guide you need.

4. Layer in brand portals for context

Even the best-managed libraries fall short if users don’t understand how to use what they find.

Brand portals bridge that gap. These user-friendly hubs combine your DAM with brand education, housing brand guidelines, examples, usage rules, and localized content all in one place.

Set up a dedicated brand portal for each region, department, or campaign, so users only see what’s relevant to them – no confusion, no missteps.

A new era for managing digital assets

In today’s multichannel world, content drives everything – from product awareness and employer branding to customer loyalty.

But when assets are scattered, delivery slows, campaigns suffer, and your brand takes a massive hit.

With a clear taxonomy, the right structure, and powerful tools like Papirfly’s Digital Asset Management system and brand portals, you can bring order to digital chaos. Result: faster execution, greater compliance, and consistent brand experiences at scale.

Table of contents:

  1. The true impact of digital asset chaos
  2. 4 tips for keeping digital assets organization
  3. A new era for managing digital assets
Digital Asset Management

Brand portals and DAM: A single source of truth for consistent, scalable campaigns

Papirfly
5 minutes read

You’ve invested weeks perfecting your latest campaign – refining the message, aligning visuals to brand identity, segmenting audiences. But as launch day approaches, cracks appear. Outdated assets are activated. Mismatched content is sent to the wrong region. Teams scramble, unsure which version is the right one.

Sound familiar?

This isn’t just a workflow hiccup – it’s a brand governance issue. When teams lack clarity or access, brand consistency falters. And with today’s hyper-aware consumers, inconsistencies aren’t just noticed – they’re never forgotten.

Papirfly statistical asset noting that 71% of businesses say that inconsistent branding causes confusion for customers - Source: Renderforest

To avoid missteps, modern marketing teams need more than storage. They need structure, access, and context across every campaign, region, and channel. That’s where the integration of a Digital Asset Management (DAM) solution and brand portal makes all the difference.

What is a DAM and brand portal hybrid?

At its core, a Digital Asset Management (DAM) system is your centralized asset library. It stores, tags, organizes, and distributes every visual your brand relies on – so teams everywhere have fast, secure, and compliant access to the assets they need.

Papirfly infographic highlighting 4 benefits of Digital Asset Management - centralized asset storage; simple distribution; greater brand consistency; marketing efficiency and productivity

But a DAM is just the foundation.

A brand portal brings essential context: it houses your guidelines, strategies, and campaign direction – all in one place. When combined, the result is a unified brand hub that enables brand governance, empowers autonomy, and brings clarity to every piece of content.

Having a bespoke brand portal for every region, sub-brand and campaign means:

Papirfly infographic presenting 3 benefits of bespoke brand portals - less risk of irrelevant assets being used; more targeted, personalized campaigns; better understanding of brand among users

How a DAM and brand portal hybrid powers stronger marketing campaigns

We’ve looked at the theory of DAM and brand portal hybrids. Now let’s see what they do in practice for your marketing campaigns.

Local clarity, global control

Managing global campaigns across markets is challenging. Language, culture, and strategy vary, but brand consistency must be maintained.

By creating a dedicated brand portal for each region, you can ensure teams only see what’s relevant to their audience. No more confusion. No more risk of using the wrong content. Just localized marketing, activated with global confidence.

Papirfly statistical asset highlighting that 84% of campaigns experience revenue growth when they localize the marketing content - Source: Unbabel

Campaign-specific pages for streamlined execution

Simultaneous campaigns create overlap. Without structure, the wrong asset in the wrong campaign can dilute your impact or derail your results.

With custom campaign pages in your brand portal, teams access:

  • Up-to-the-minute information about campaign progress and workflow
  • Latest approved versions of every asset
  • Useful details on campaign story, strategy, duration and more

This ensures every team understands the purpose and flow of the campaign they’re supporting – and has the tools to keep it on track.

Papirfly statistical asset demonstrating the importance of marketing storytelling - storytelling in campaigns boost conversion rates by 30% - Source: Search Engine Watch

Smart categorization for smarter content use

Your DAM should do more than store content – it should guide users to the specific assets they need. Best-in-class solutions allow you to categorize every digital file in your library with helpful tags. For example:

Papirfly infographic presenting 8 possible categories to tag assets with a DAM system - campaign name; language/location; brand/sub-brand; subject matter; asset type; marketing channel; visual identity; demographics

Combine this with access permissions and version control, and you’ve got a system that ensures only the right content is seen and used – no manual policing required.

Clear presentation of a rebrand or campaign refresh

When you launch a rebrand or refresh a campaign, clarity matters. With a DAM and brand portal hybrid, you can:

  • Update your portals to reflect new branding or visual identity
  • Make updated brand guidelines and campaign strategies instantly accessible to all
  • Easily categorize and tag assets that have been fully rebranded and approved
  • Substitute old assets for their new-look equivalents through version control

In fact, a rebrand is a great opportunity to introduce Digital Asset Management to your marketers and wider employees. It quickly immerses your teams in this new presentation and allows them to handle typical rebrand challenges.

Empower teams to act with speed and confidence

When local teams have the tools and structure they need, they respond faster and with greater precision.

Imagine this: one of your regional teams identifies a local trend and wants to capitalize on it with tailored content. If they have to wait for brand education and approval from central marketing, the opportunity might well be missed.

With a DAM and brad portal hybrid, however, they already have the context they need. Combine it with time-saving content creation tools, and they are empowered to develop their own localized campaign materials – without risk of going-off brand.

Papirfly statistical asset highlighting how 70% of employees want to feel empowered to take action - DAM systems & brand portals empower users to manage campaigns themselves - Source: SHRM

DAM & brand portal hybrids in action: BMW NE

BMW Northern Europe faced a familiar challenge – multiple countries, diverse audiences, and distinct campaigns, coupled with a growing need to stay unified.

The team tried to solve the challenge centrally from HQ. But this approach was slow, inefficient and prone to human error. That’s where a DAM and brand portal hybrid proved to be game-changing.

By establishing a regional brand hub for each division, BMW NE made it easy to people to:

  • Translate assets into local languages
  • Understand their area’s specific brand guidelines
  • Follow the progress of ongoing campaigns
  • Access all relevant content for their dealership

Papirfly revolutionizes how BMW NE 
manages its marketing campaigns:

Papirfly infographic illustrating how their Digital Asset Management and on-brand content creation suite has improved how BMW Northern Europe manage their marketing campaigns

No more missed updates. No more manual distribution. Just one connected system that enables every dealer, employee, and agency partner to fully understand the brand vision and identity – and access the campaign materials they need.

Build campaigns with clarity. Execute with control.

Your campaigns are a reflection of your brand – how clearly and consistently they deliver messages shapes how audiences perceive you.

But great campaigns don’t happen by chance. They require structure, agility, and control. Papirfly’s integrated DAM and brand portal solution gives your teams the foundation they need to build trust, reduce inefficiency, and deliver campaigns that connect and convert.

Interface of a brand portal with headline “Brand adoption needs everyone on the same page” promoting brand showcasing and faster execution

Table of contents:

  1. What is a DAM and brand portal hybrid?
  2. How a DAM and brand portal hybrid powers stronger marketing campaigns
  3. DAM & brand portal hybrids in action: BMW NE
  4. Build campaigns with clarity. Execute with control.
Brand equity

Brand health tracker: Showing the way to better brand equity

Papirfly
4 minutes read

You’ve built a strong brand identity with the potential to delight customers and stand out through clear differentiation. But can your teams execute it consistently – across every market, every social media platform, every time?

When customer expectations are met – or exceeded – brand equity grows stronger, and your positioning becomes more resilient in the market. But if marketing materials or social media posts go out misaligned or unapproved, the damage is subtle but compounding: lost trust, diluted brand values, and missed opportunities to reinforce your tone of voice and visual assets.

After all, healthy brands demonstrate:

  • Consistent brand identity across regions
  • Fast, compliant content creation with strong brand compliance
  • Clear performance metrics to guide strategy and marketing campaigns
  • Strong customer loyalty through repeated, relevant experiences

You don’t always see where you’re lacking in these areas until the numbers start slipping – engagement down, financial performance flat, and inconsistent delivery across touchpoints. It can often be difficult to pinpoint why this has happened.

From brand health gaps to stronger customer advocacy

Brand health reflects how well your brand delivers on its promises – not just what products or services are available, but how clearly your tone of voice, values, and brand messaging resonate with your audience. It’s about the emotional connection that encourages customer advocacy and repeat purchase behavior.

Excellent brand health trackers like Talkwalker, Brandwatch, and Qualtrics provide valuable insights into share of voice, customer perception, and brand image. These tools help brand managers monitor performance – but they are only the first step in fixing the issues.

A brand health tracker reveals key signals – positive or negative – like awareness, perception, and customer preference. But the most common wins and gaps point back to execution. Whatever the results, refining your strategy almost always comes down to how you define your branding, create content, and manage your brand communication. Your messaging could be perfect – but if execution is inconsistent, brand equity will suffer.

6 stats showing the importance of brand consistency contributing to growth, value, brand recognition and increased revenue

It’s not a visibility problem – it’s a governance problem

Seeing everything that happens across expanding markets, stakeholders, and touchpoints is an impossible task for any one team. And the issue isn’t visibility alone – it’s the lack of governance, structure, and branding tools that support consistent delivery.

True added value comes when marketing operations give every team the means to manage content in ways that uphold brand governance – ensuring every blog post, campaign asset, and social media presence builds trust with potential customers.

Fixing brand health with a better content creation strategy

If you’re concerned about brand health, chances are your current brand and marketing approach is already showing signs of strain:

  • Are digital assets scattered across tools or saved locally?
  • Do local teams create off-brand content due to slow – or no – approvals?
  • Is your brand book (brand guidelines) clearly understood at every level?
  • Can you track what’s being created, shared, and reused globally?

If any of these feel familiar, you’re not alone. The path to stronger brand perception and customer relationships starts with control, consistency, and clarity.

1. Consolidate your brand and content ecosystem

Provide branded portals that offer every team – from global HQ to small business units – instant access to the right branding assets:

  • Visuals and messaging aligned with your brand book
  • Easy navigation that reflects your branding strategy and user experience
  • Controlled access by role, region, or team – or create new localized portals
Papirfly DAM - All you need in one single place

2. Empower teams with Templated Content Creation

Enable templated content creation so visibility is no longer a barrier, and every team can produce brand-consistent content at speed:

  • Let marketers create personalized content while protecting brand identity
  • Use locked templates to preserve tone of voice and guard key brand elements
  • Streamline approvals to go live faster and reduce campaign bottlenecks
CTA: Discover templated content creation

3. Measure, adapt, and improve brand performance

Track content effectiveness across regions to see what works – and where you can improve. With the right data insights, your team can strengthen brand equity and improve share of voice:

  • Use built-in analytics to surface underused digital assets and campaigns
  • Identify formats and channels that resonate with your target market
  • Build equity by focusing on what drives customer satisfaction and loyalty

Building brand awareness beyond the health check

Strong brand governance does more than reduce risk – it ensures your brand shows up with impact and consistency across all social media platforms and marketing channels. A healthy brand supports lasting customer relationships, deeper emotional connection, and the brand recognition needed to grow.

Understanding the signals is just the beginning. The next step is giving your teams the tools to act – clearly, consistently, and on-brand.

Explore how Papirfly ‘s modular suite of branding tools empowers your teams to define your branding, scale content creation, and protect every element of your brand—turning insights into real-world results.

BMW success story: How BMW keeps their brand powerful, healthy and consistent with Papirfly

Table of contents:

  1. From brand health gaps to stronger customer advocacy
  2. It’s not a visibility problem – it’s a governance problem
  3. Fixing brand health with a better content creation strategy
  4. Building brand awareness beyond the health check
AI

AI in marketing vs. human marketers: Comparing performance, creativity, and brand control

Papirfly
4 minutes read

The rise of AI-powered tools is transforming marketing—offering unprecedented efficiency, scale, and automation. But can AI truly replace the strategic and creative force of human marketers?

The Forrester report ‘Frontline Marketer vs. Machine’ explores this dynamic. On the plus side, AI marketing tools excel in automation and data‑driven insights. However, they still fall short in key areas: creativity, strategic alignment, and brand governance.

How does AI and human marketing performance differ?

AI marketing automation has reshaped the way teams work—eliminating bottlenecks in asset reformatting, metadata tagging, and workflow execution. These tools analyze enormous volumes of data at unmatched speeds. This enables real-time optimization of digital ad placements and boosts ROI. From campaign personalization to performance tracking, AI in digital marketing delivers measurable productivity gains.

While impressive, AI lacks the emotional intelligence and cultural context to elevate content from functional to truly compelling. The gap between scale and storytelling remains a human domain.

The implications of technologies like generative AI are different because they can drastically reduce the amount of input needed to generate new outputs at scale. - Forrester

The challenges of using AI in marketing

Despite the speed and volume advantages, AI introduces real challenges for marketers. Generative AI for marketing can churn out content rapidly. Ensuring that content reflects brand voice, emotional nuance, and local relevance requires human intervention. AI still struggles with sarcasm, humor, cultural sensitivity, and message alignment—raising risks for brand perception and trust.

“Frontline marketing leaders must anticipate AI’s potential to replace headcounts, roles, accountabilities, or activities […] ” – Forrester report,  November 8, 2023

Even the best AI tools for marketing are only as effective as the data they’re trained on. If inputs are biased or outdated, the output can mislead rather than inform—undermining both strategy and ROI.

AI trying to juggle sarcasm, cultural sensitivity, and brand voice—highlighting the real challenges of on-brand content.

Can AI replace human creativity?

Creativity is still the greatest limitation for AI content marketing. While these tools can support content generation, they rely on patterns and historical data—not original thinking. That’s why brand-defining storytelling, emotional resonance, and campaign innovation remain areas where human marketers shine.

“Forrester recommends using generative AI to enhance, not replace, human efforts in the short term.” – Forrester report,  November 8, 2023

Where marketers continue to outperform AI

The advancement of AI marketing solutions falls short in replacing marketers. Strategic thinking, contextual awareness, and brand governance sits with your people. Interpreting complex customer needs, responding in real-time to emerging situations, and maintaining brand consistency across regions require human expertise.

“Because AI is destined to become an indispensable, trusted enterprise coworker, frontline marketing leaders must ensure their human workers are equipped with the right technology skills.” – Forrester report,  November 8, 2023

Human input shines through strategy, crisis agility, emotion, and trust—essential for authentic brand storytelling.

How to integrate AI in marketing without losing control

AI should be integrated as a support layer—not a substitute. Use it to automate routine tasks, surface insights, and accelerate production. But always apply human oversight for quality control, message alignment, and brand integrity.

Building AI fluency among your people ensures that AI tools enhance your output. They can’t replace the people who drive strategy. As Forrester puts it: “Enhance, not replace, human efforts.”

Brand consistency and control: The limits of automation

AI can support brand governance by automating compliance checks, applying content templates, and maintaining formatting standards. But consistency is more than appearance—it’s about tone, relevance, and brand authenticity. Over-relying on AI risks producing content that’s accurate but emotionally flat or misaligned across regions.

“Frontline marketing leaders must get ahead of the trend and define the specific ways in which humans and technologies should be driving productivity in their frontline organizations.” – Forrester report,  November 8, 2023

Risks and rewards for global marketing teams

AI offers tremendous benefits in marketing automation—improved speed, reduced production costs, and scalable personalization. But global teams must be mindful of the trade-offs: diluted brand voice, ethical risks, and reduced creative agility. Marketers must manage AI with clear guardrails and guide it with human insight to unlock its full value.

Frontline marketing leaders will need to evaluate and evolve roles and job descriptions to achieve the right mix of AI and human marketing capabilities. - Forrester

The future: AI‑augmented, not AI‑replaced

AI is here to stay—and it’s helping lighten the load on marketing operations. Using AI in marketing teams unlocks powerful efficiency and insight. Yet human marketers remain essential. People bring qualities that cannot be automated—empathy, originality, and judgment.

The future of marketing is a partnership. AI marketing tools accelerate execution, while human marketers ensure creativity, strategy, and brand control stay intact.

Help your humans – link to Templated Content Creation solution

Table of contents:

  1. How does AI and human marketing performance differ?
  2. The challenges of using AI in marketing
  3. Can AI replace human creativity?
  4. Where marketers continue to outperform AI
  5. How to integrate AI in marketing without losing control
  6. The future: AI‑augmented, not AI‑replaced
Brand management

Ensuring brand recognition in a competitive European automotive landscape

Papirfly
5 minutes read

In today’s competitive automotive industry, standing out is more challenging than ever. The rise of cost-effective foreign manufacturers and global automotive giants puts European brands under pressure. For marketing directors and brand managers, adapting while maintaining brand consistency is crucial.

Staying recognizable in a shifting landscape

1. Rising competition from foreign brands

Asian manufacturers now account for 24% of new passenger car registrations in Europe, with 11% of these vehicles made in Asia. Their aggressive marketing saturates media, making it harder for local brands to compete. Without a centralized brand strategy, European brands risk being overshadowed in consumer perception.

Additionally, automotive brands in transformation to e-mobility face a market that isn’t fully keeping up, largely due to economic decline and shifting consumer preferences. The increased influence of U.S. and East Asian brands further challenges German automakers’ ability to maintain dominance in key global markets.

Foreign Brands Gain Ground in Europe

Map of Europe highlighting market share increases for foreign brands with arrows pointing from Asia and the US.

2. Budgetary pressures limiting marketing impact

Economic uncertainties have tightened marketing budgets across the DACH region. In Germany, advertising spending has fluctuated, reaching €2.32 billion in recent years. Additionally, only 12% of marketing leaders believe their teams are structured to meet revenue goals, and just 7% feel they have the right skills to execute effective campaigns. With fewer resources, maintaining a strong brand presence requires smarter, more efficient marketing solutions.

Moreover, as budgets tighten, brands struggle to allocate funds to localizing content while maintaining consistency, which can create inconsistencies in branding across dealership networks and sub-brands.

Marketing impact in tight times

Visual of a marketer juggling multiple tasks—content creation, brand management, and campaign planning—on a limited budget

3. Dominance of global conglomerates

Mergers and alliances allow major players to pool resources, making it difficult for smaller brands to compete. Furthermore, 85% of global purchase influencers have reported dissatisfaction with at least one aspect of a winning vendor’s experience, emphasizing the need for a clear and consistent brand identity that resonates with consumers and business buyers alike.

At the same time, automotive brands in the DACH region face the challenge of managing multiple sub-brands while ensuring unified brand representation. Without a structured system, regional inconsistencies arise, weakening consumer trust and recognition.

Amid these challenges, European brands must focus on speed, efficiency, and consistency to remain visible and strengthen consumer connections.

Consistency Builds Recognition

Three customer icons linked by checkmarks to a central brand logo, symbolizing trust built through brand consistency

The role of local dealerships in brand success

One of the most critical elements of brand success in the automotive industry is the dealership network. While corporate teams establish brand identity and global messaging, dealerships are the frontline representatives of the brand. They interact directly with customers, respond to regional market demands, and drive local sales.

However, without a structured brand governance system, dealerships often face challenges such as:

  • Inconsistent marketing execution – Local teams create off-brand content, leading to a diluted customer experience.
  • Slow response to market trends – Relying on external agencies slows down content creation, delaying campaigns and promotions.
  • Lack of visibility over brand compliance – Corporate teams struggle to ensure marketing materials adhere to brand guidelines.

To succeed, automotive brands must strike the right balance between centralized control and dealership-level flexibility.

Leveraging templated content creation

A structured and scalable content creation process offers a streamlined solution for automotive brands, ensuring consistency, efficiency, and adaptability across all marketing efforts.

1. Faster creation = faster recognition

Brand consistency builds trust and strengthens consumer bonds. With on-brand content creation, marketing teams can quickly produce and deploy content using pre‑approved templates, ensuring all marketing materials meet brand guidelines while reducing inefficiencies caused by disconnected regional strategies.

Dealerships can access corporate-approved templates that allow them to customize messaging, promotions, and campaigns while maintaining a strong, unified brand identity.

2. Increased output without extra costs

Scaling content creation without additional resources is crucial in a cost-conscious environment. Since only 7% of marketing leaders feel confident in their teams’ skills, an intuitive templated system enhances efficiency by enabling all stakeholders—from corporate marketing to regional dealerships—to contribute to brand communication without specialist design skills.

With built-in approval workflows, content can move seamlessly from production to publication, ensuring brand compliance at every step and reducing costly design bottlenecks.

Scalable Creativity Without the Extra Cost

One central content asset branching out into multiple local adaptations across regions and platforms

3.  Localized content with regional consistency

The European market’s cultural diversity demands tailored content. A on-brand content creation solution allows local teams to adapt marketing assets while maintaining a globally aligned brand identity. This ensures:

  • Faster adaptation of marketing materials to suit local market needs.
  • Compliance with brand guidelines across all regional activations.
  • A seamless blend of corporate control and dealer-level flexibility.

By leveraging a Digital Asset Management (DAM) system, automotive brands can:

  • Centralize all marketing assets, ensuring easy access to up-to-date, approved content.
  • Implement user permissions that tailor access for dealerships, distributors, and corporate teams.
  • Maintain a consistent brand identity even as sub-brands and markets evolve.

Building brand trust through digital transformation

A strong and adaptable branding strategy is crucial for automotive brands to remain competitive in an evolving market. To successfully balance global brand consistency with local market demands, companies must implement structured digital asset management and on-brand content creation solutions. Here’s how:

  1. Adapting to shifting consumer demands As consumer preferences evolve and economic conditions fluctuate, brands need to respond quickly. A structured content system allows local teams to launch localized promotions and seasonal campaigns instantly, ensuring they remain relevant and responsive without waiting for lengthy approvals from corporate headquarters.
  2. Enhancing dealer engagement Local dealerships are the face of the brand, and they need tools to execute marketing effectively. Providing an on-brand content creation system empowers dealers to customize materials while maintaining corporate‑defined standards. This creates a sense of ownership and ensures that local marketing efforts align with the broader brand strategy.
  3. Ensuring effortless brand compliance Without proper oversight, brand inconsistencies can arise across different regions and dealership networks. A centralized digital asset management (DAM) system enables corporate teams to control branding elements, ensuring only approved, up-to-date content is used. Automated compliance checks and streamlined approval processes prevent off‑brand messaging and safeguard brand integrity.

A competitive edge for the automotive industry

With Papirfly’s integrated suite, brands can transform their marketing operations to compete more effectively:

  • On-brand content creation at scale – Ensuring speed and efficiency in marketing asset production across all markets.
  • Eliminating marketing inefficiencies – Reducing time spent searching for assets and recreating content that already exists.
  • Strengthening brand consistency – Unifying brand representation across all sub‑brands and dealership networks.

Drive your brand forward with Papirfly

In a dynamic market, speed and consistency are essential. Papirfly’s On-brand Content Creation solution helps brands adapt, strengthen their presence, and engage audiences effectively.

Ready to take the lead?

Discover how Papirfly’s On-brand Content Creation solution can enhance your brand’s marketing and visibility. Visit our automotive solutions page to learn more.

Table of contents:

  1. Staying recognizable in a shifting landscape
  2. The role of local dealerships in brand success
  3. Leveraging templated content creation
  4. Building brand trust through digital transformation
  5. A competitive edge for the automotive industry
  6. Drive your brand forward with Papirfly
Digital Asset Management

Your guide: How to choose a Digital Asset Management system

Papirfly
8 minutes read

Digital Asset Management (DAM) solutions have become integral to modern-day marketing operations.

With marketing teams now responsible for more digital assets than ever across an ever-growing number of channels and platforms, ensuring end-to-end brand consistency, campaign efficiency and company-wide collaboration demands the organization and structure of a strong DAM system.

Papirfly infographic demonstrating key statistics about Digital Asset Management systems - Sources: MediaValet, Straits Research

A capable DAM solution enables you to:

  • Bring all digital assets into a single, comprehensive library, rather than scattered on desktops, servers, emails, Dropbox and beyond
  • Prevent unnecessary file duplications, versions deviations and GDPR breaches, saving your team’s time, locking down consistency and guaranteeing compliance
  • Establish different access rights across your team, ensuring that people only see the digital assets relevant to them
  • Improve overall efficiency, with everyone knowing where to store and search for files
  • Share assets across your marketing ecosystem in a controlled, managed environment

The need for DAM software is clear. But, which is right for your company? As DAM technology has become increasingly important, the choice of solutions has naturally exploded, presenting many possibilities for potential buyers.

While choice can be good, it makes selecting the best DAM software for your organization a real challenge. Not all DAM solutions are created equal, so it’s important you know what to look out for before seeking a system or upgrading your platform.

That’s where this essential guide comes in. Here we’ll outline what features and qualities you should prioritize in your DAM selection process to help guarantee a decision that benefits your creatives, marketers and beyond for a long, long time.

6 essential features to focus on when choosing Digital Asset Management software

Understanding the features that separate the best Digital Asset Management tools from the rest is key to meeting the needs of your stakeholders. Below we’ve highlighted some of the most crucial to seek out – some obvious, others less so:

1. Compliance and privacy features

Did you know that in the first quarter of 2024 alone, 20% of marketing assets reviewed were flagged for potential regulatory compliance violations?

Managing consent and compliance to use assets in your content and campaigns is a vital, yet often overlooked, aspect of Digital Asset Management. Approached manually, it’s time-consuming, resource-intensive and prone to human error. The right DAM system ensures the GDPR compliance of your assets is never questioned.

Prioritizing a DAM solution with an in-built consent management tool confirms that:

  • Consent for digital assets is captured from QR codes, physical forms or emails
  • Assets awaiting consent are flagged as “pending approval”, preventing them from being used until they get the green light
  • Assets that lose consent or compliance are automatically revoked from the asset library, removing any risk of these featuring in future content
  • Users can exercise their “right to be forgotten” after receiving self-service links to any assets they feature within

By selecting DAM software with dedicated compliance and privacy features, you gain peace of mind that no requests for asset removal will slip through the net, eliminating the risk of costly fines or damage to your brand’s reputation.

Statistics related to Digital Asset Management compliance - Sources: PerformLine, Statista

2. A great user interface and usability features

Put simply, a DAM system is only useful if people use it. If the software is too complicated or confusing, users will abandon it, leaving you with nothing but a vacuum of wasted time, resources and potential.

To ensure the effort and investment you put into ensuring your assets are organized, shareable and compliant, it’s critical you purchase a truly intuitive DAM – one that seamlessly fits into the workflows of your marketing managers, content creators and frontline employees.

  • Drag-and-drop uploads for easy file storage
  • AI-assisted tagging for quick, efficient searches
  • Version control to ensure access to the latest assets
  • Access control to prevent misuse of assets
  • Automated workflows to streamline approvals and distribution

Not overly complex for non-technical users. Not too basic for enterprises seeking total brand governance. That is the perfect balance for a DAM system.

Another key consideration for usability is choosing a DAM with a built-in brand portal. This “front-end” DAM can give your users immediate access to brand guidelines, campaign information and beyond, confirming that everyone understands how and why to use the assets they have access to.

In other words, a brand portal offers a “single source of truth” that informs your users, making it simple for them to manage assets and maintain consistency at every touchpoint.

3. Metadata and categorization

Above all else, a DAM system must make it easy for users to find assets they need when they need them. Therefore, the ability to define metadata tags for each asset – from color scheme and included products to asset type, dimensions and location – is essential for users to search for relevant assets.

The right DAM system must accommodate the unique taxonomy of your organization, establishing a common language that allows people to find the right assets.

Furthermore, selecting DAM software with a multi-level category system means you can create a logical hierarchy for everyone in the company – not just a single department or person.

Papirfly infographic demonstrating examples of metadata to categorize branded assets in a DAM solution

4. Access and version control

DAM solutions with access control and user permissions ensure that only valid users can access relevant materials. It prevents users from mistakenly using assets intended for certain regions or campaigns, supporting your internal and external (agency) users.

Similarly, version control and file expiration management confirm that users only see the most up-to-date version of an asset, so outdated content never makes it to your channels.

5. AI-driven search and capabilities

You don’t want to manually fill in all the metadata and tags attached to your digital files, especially as you create more content to satisfy your audiences. That’s why you should pursue DAM solutions that harness AI technology.

For example, faceted search using generative AI can help users find assets faster by understanding context, recognizing objects and interpreting intent. AI-centred DAM solutions can also analyze digital assets to generate suitable metadata and tags based on your taxonomy guidelines.

As AI technology grows more sophisticated and its influence grows in the DAM space, you want to attach yourself to a vendor at the forefront of these innovations.

Statistics illustrating the value of AI-driven solutions in DAM software - Source: Aprimo

6. On-brand content creation and adaptation

Finally, when there is a growing need for local teams and frontline workers to produce content for their specific audiences, choosing a DAM system with on-brand content creation tools enables you to fulfill that obligation.

Rather than simply being a home for your digital assets – putting pressure on your in-house creatives or agency partners to fill that repository – on-brand content creation empowers users to develop branded, quality assets themselves, regardless of their design skills.

Plus, this functionality enables users to download assets from your DAM library and localize/personalize content for their target markets – increasing the accessibility and return on investment (ROI) of your campaigns. 

Other notable features to look out for in any prospective DAM system include:

  • File previews
  • Automatic file transcoding
  • Predefined file formats and uploads
  • Cloud storage
  • Smart cropping tool

Looking beyond features to find the best DAM systems

Focusing on the key features listed above will be pivotal in your pursuit of top DAM solutions. However, selecting the ideal DAM system for your organization extends beyond the features they do or do not include.

Many providers deliver the same technology and features. What often separates the best from the rest is the DAM software’s characteristics and the vendor’s reputation.

With this in mind, and your aim to acquire a solution that will benefit your whole company and deliver a healthy ROI, make sure you consider the following:

Papirfly infographic highlighting 7 crucial qualities that an effective DAM system should possess for a prospective buyer
  • Scalability: Will the DAM system you select comfortably grow and evolve at the same pace as your company? Does it harness cloud storage to make this attainable yet cost-efficient?
  • Integration: Can the DAM solution agreeably integrate with your existing MarTech, or enable you to reduce your dependency on multiple systems? Will it complement your current ecosystem?
  • User-friendliness: A DAM system is only valuable if people use it – is the software you’ve identified simple to operate, intuitive and accessible to all users? Is it something you can imagine your teams turning to every day?
  • Reliability: You can’t risk your files suddenly becoming unavailable – can you ensure that your DAM system will perform 24/7 for your global teams? What is the platform’s average uptime and responsiveness?
  • Security: Does your chosen DAM software incorporate best-in-class security features and protections? Does it include SSO encryption, disaster recovery plans and dedicated managed services?
  • Brand governance: Does the DAM solution ensure that every piece of content is 100% compliant? Does it help you fulfill regulations, stay up-to-date with consent rights, and enable seamless sign-off across your assets?
  • Future-proofing: Is the DAM vendor behind your selected system consistently looking to improve and innovate its solution? Do they have a development roadmap that signals the evolution of their product?

mentioned in the WP, an assurance that every piece of content is 100% compliant – for specific regulatiory needs (not well phrased), has up-to-date consent for anyone featured in a digital assets, and signed off as good to use as on-brand content.

These qualities and intangibles, combined with a strong track record and reputation for a prospective DAM vendor, must be appreciated alongside a DAM system’s core features to ensure you receive the most rounded, comprehensive solution.

Want to choose the best DAM software? Read our complete buyer’s guide

We hope this article has given you plenty of insight into selecting the most suitable DAM system for your requirements. With the abundance of choice in this market and the central role this technology can play in your ongoing marketing operations, you should know what features and qualities to prioritize in your search.

However, this article merely scratches the surface. If you want to know more about how to choose the right DAM software for your needs, and the process of locating and deploying this technology, get hold of our free, comprehensive DAM Buyer’s Guide:

  • Discover all the essential features you should look for in an optimal DAM system
  • Know the crucial qualities of a sustainable, future-proof DAM solution
  • Understand the key attributes to seek out in a reputable, quality DAM vendor, from managed services to innovation roadmaps
  • Explore the critical steps to identify, purchase and install your ideal DAM software, from creating an RFP document to the all-important deployment phase

Whether you’re investing in a DAM system for the first time or seeking to upgrade your existing solution, our complete DAM Buyer’s Guide will help put you on the direct path to the right system for your exact requirements.

Want to know how to choose the best DAM software for your marketing operations? Check out Papirfly’s comprehensive DAM Buyer’s Guide

Table of contents:

  1. 6 essential features to focus on when choosing Digital Asset Management software
  2. Looking beyond features to find the best DAM systems
  3. Want to choose the best DAM software? Read our complete buyer’s guide

Employer brand

Maintaining DEI communications on limited budgets in the automotive industry

Papirfly
4 minutes read

As DEI (Diversity, Equity and Inclusion) initiatives continue to be deprioritized across the automotive industry due to budget cuts, maintaining strong, consistent DEI communications remains essential for talent acquisition, employee retention and brand reputation:

Infographic displaying the importance of DEI communications for the automotive industry - Sources: Glassdoor, Kantar, Diversio

Rather than eliminating DEI efforts, brands can leverage automated marketing technology to sustain and even enhance their messaging at a fraction of the cost.

Templated content creation tools empower anyone in your organization to produce high-quality, on-brand materials. A well-organized Digital Asset Management (DAM) system streamlines campaign execution and ensures compliance.

Below, we’ll explain how Papirfly’s powerful Digital Asset Management and Content Creation Suite can make your DEI communications more cost-efficient, more consistent and more effective across your company.

4 ways Papirfly’s solutions deliver cost-efficient DEI communications at scale

1. Achieve scalable DEI content with on-brand content creation tools

Manual content creation is a major drain on automotive marketing budgets:

  • Content production is time-consuming and resource-heavy
  • It limits scalability and diversity
  • It prevents localization and personalization
  • It slows campaign execution
  • It impacts brand consistency

Papirfly’s on-brand content creation software enables you to not only maintain but expand your DEI communications.

Intelligent design templates lock in key branding elements (logos, slogans, colors, etc.) so your teams can create content efficiently while staying on-brand. No more bottlenecks that delay campaign launches or result in low-quality, off-brand materials.

Papirfly asset highlighting 6 powerful benefits of on-brand content creation tools for the development of DEI communications for automotive brands

Plus, because our templated content creation solution is so intuitive, anyone can produce DEI communications – no design skills required. So if your local dealership or factory runs a recruitment campaign, they can generate content in-house, rather than rely on HQ.

Speaking of local teams, templates include customizable text and image fields, so regional teams can create localized employer brand campaigns. Combined with automated approval workflows that suit a dealership network structure, this software delivers truly agile, self-sufficient marketing.

Even without a dedicated DEI team, on-brand content creation software lets you produce high-impact, multichannel campaigns faster, more consistently and more cost-effectively than ever.

Papirfly statistics showcasing the value that on-brand content creation tools offer automotive companies in reducing the effort and cost of asset creation

2. Ensure standardized, compliant DEI messaging with DAM

Alongside our templated content creation solution, Papirfly’s DAM software streamlines your DEI communications, ensuring structure, compliance, and efficiency.

By centralizing all DEI and employer brand content, our DAM system eliminates scattered assets. Assets can be tagged and categorized based on location, users, language and beyond, so your messaging is nuanced to the relevant region, while custom access control lets you manage who can retrieve particular assets.

This seamless access to all DEI materials empowers both HQ and regional teams to execute campaigns on time and reduce wasted resources.

Beyond this, our DAM solution saves time and money by automating compliance across your digital assets – something few DAM systems offer:

Papirfly asset showing how its DAM system helps brands manage compliance across their digital assets and DEI communications

Total compliance and total control over your digital DEI assets – Papirfly’s DAM system ensures only approved, on-brand content reaches your marketing channels.

3. Educate your frontline employees with powerful brand portals

To empower frontline workers to create impactful DEI content, they need a deep understanding of your brand. Papirfly’s brand portal makes this seamless by centralizing brand guidelines and campaign materials in one accessible space.

Unlike standard DAM solutions, brand portals ensure employees can easily educate themselves on how to communicate DEI messaging effectively. 

You can create custom campaign or regional pages, clarifying what assets your people can use, available templates and general guidelines. They are simple to make, and you can assign access rights based on country, region and other parameters.

By integrating seamlessly with our DAM software, intuitive brand portals cut search time and provide clear content direction. The result? Consistent, authentic DEI communications across all channels, and employees inspired to be ambassadors for your automotive brand.

Infographic showcasing that 68% of employees say they do not understand their company’s vision, highlighting the need for brand portals - Source: European Leaders

4. Measure the ROI of your DEI communications with real-time analytics

Tracking the effectiveness of your DEI communications is key to continuous improvement. Papirfly’s marketing data and analytics tools provide real-time insights into what content your teams are engaged with across your organization.

With our tools, you can analyze campaign adoption rates to see which assets are being accessed by your dealerships and regional teams. 

You can also gather insights from successful, popular campaigns and apply those insights to underperforming regions, refining your global DEI communications strategy.

With a customizable analytics dashboard, you can focus on the data that matters most – filtered by date, region, and asset type – ensuring your DEI communications remain impactful, data-driven, and consistently optimized.

Papirfly asset illustrating the cost and performance improvements that automated DEI marketing technology offers over a manual approach

Papirfly: Your key to successful DEI communications at scale and under budget

Even as DEI departments disappear across the automotive industry, strong, sustainable DEI communications remain crucial for employee recruitment and retention.

Papirfly’s dynamic Digital Asset Management and Content Creation Suite is the only way to maximize the reach of your DEI content against ever-shrinking budgets. 

Through our smart content creation templates, cohesive DAM system and insightful brand portals, you not only replace the role of a DEI department or team. You take the volume, quality and consistency of these communications to the next level, all while staying within budget.

Ready to create compliant DEI communications at one-third the cost?

Discover how our solutions work for scaling all your on-brand content needs. Explore now.

Table of contents:

  1. 4 ways Papirfly’s solutions deliver cost-efficient DEI communications at scale
  2. Papirfly: Your key to successful DEI communications at scale and under budget

Brand consistency

Brand integrity at scale: Explore key insights from MarTech Dagen 2025

Papirfly
3 minutes read

Over 200 marketing professionals gathered in Oslo for ANFO’s MarTech Dagen 2025. The event centered on the practical application of technology in marketing, showcasing how businesses leverage tools like real-time Customer Data Platforms, marketing automation, and personalized customer dialogues to create valuable customer experiences.

As a sponsor, Papirfly was keen to explore one of today’s biggest branding challenges—maintaining consistency across an ever-growing number of channels—and how the right marketing technologies can help solve it.

The challenge of new channels

Key MarTech Dagen 2025 insight: As brands venture into emerging marketing channels, maintaining a cohesive brand identity becomes increasingly complex.

The proliferation of marketing channels offers brands unprecedented opportunities to reach diverse audiences, using a multitude of formats. However, this expansion often leads to challenges in preserving a unified brand voice. At MarTech Dagen, speakers highlighted the risks of brand dilution when messaging becomes inconsistent across platforms. The consensus was clear: without a centralized approach to brand management, the essence of a brand can easily become fragmented.

Håvard Kvinnesland at BAS Kommunikasjon, explored the rising potential of RCS (Rich Communication Services)—the next evolution of SMS. With features like branded messaging, rich media, and interactivity, RCS offers a new way to connect with customers directly on their phones.

But as with any emerging channel, it introduces a new layer of complexity: How do you ensure consistent branding and tone of voice in a format that feels more like a conversation than a campaign?

Without clear guardrails and centralised assets, there’s a risk that RCS messages stray off-brand—especially when created quickly or by different teams. It’s another example of why structured content governance and easy access to approved brand materials are critical in today’s Martech ecosystem.

Scaling content without losing control

Key Insight: Increasing content production doesn’t have to lead to chaos. Martech tools, such as DAMs, are pivotal in streamlining content workflows.

As the demand for content grows, so does the potential for inefficiencies. Common pain points include workflow bottlenecks, approval delays, and the dissemination of off-brand assets. At the event, industry leaders emphasized the importance of structured content governance. Implementing Martech solutions like DAMs can bridge organizational silos, ensuring that all teams have access to the latest, approved brand assets, thus maintaining efficiency and control.

Brand Integrity: A recurring theme at MarTech Dagen

One concept that surfaced repeatedly throughout the day was brand integrity—and how difficult it is becoming to preserve in the face of increasingly complex marketing ecosystems.

With the rapid rise of new tools, platforms, and AI-powered solutions, marketers are under pressure to move faster and produce more content than ever before. But in this flurry of automation and innovation, maintaining a clear, cohesive brand identity is more challenging—and more critical—than ever.

Speakers at MarTech Dagen pointed to how quickly brand identity can erode when different teams, regions, or agency partners rely on disconnected systems or outdated assets. As AI tools begin generating content at scale, the risk of going off-brand grows exponentially unless the right governance structures are in place.

This is exactly where Papirfly steps in.

Papirfly supports brand integrity at scale by giving all stakeholders—from local marketers to external partners—access to one platform, one source of truth. With pre-approved assets, templates, and guardrails built in, every piece of content, no matter who creates it or which channel it appears on, stays true to the brand.

Papirfly infographic - Multi-tool workflow vs DAM system workflow supporting brand integrity at scale

Conclusion: Time to take control of your brand presence

MarTech Dagen 2025 underscored that brand consistency is achievable, even at scale, with the right Martech foundation. Centralized systems are essential in streamlining brand management across teams and channels. As brands continue to navigate the complexities of a multi-channel world, embracing these technologies will be crucial in maintaining control, coherence, and—above all—brand integrity.

From ideas to impact—without losing control

Explore how a more structured approach to assets and content creation helps brands stay consistent, no matter the platform.

Table of contents:

  1. The challenge of new channels
  2. Scaling content without losing control
  3. Brand Integrity: A recurring theme at MarTechDagen
  4. Conclusion: Time to take control of your brand presence

Digital Asset Management

DAM LA 2025 wrap-up: How AI and DAM innovations are transforming marketing

Papirfly
2 minutes read

Another incredible DAM LA event is in the books! Over two dynamic days, we explored cutting-edge innovations, engaged in thought-provoking discussions, and gained valuable insights into the evolving world of Digital Asset Management (DAM). From AI-powered efficiencies to the growing demand for brand consistency, here’s what stood out at DAM LA 2025.

How AI is transforming digital asset management

Artificial intelligence was a dominant theme at this year’s event, underscoring its growing role in optimizing DAM. From AI metadata tagging in DAM solutions to intelligent asset organization, AI makes it easier for marketing teams to manage, find, and personalize content at scale.

Industry leaders shared how AI-driven workflows streamline DAM operations—reducing manual effort, enhancing accessibility, and ensuring greater efficiency. The takeaway? AI isn’t just a trend—it’s a fundamental shift in DAM strategy, driving scalable digital asset management for enterprises.

The challenge of brand consistency

Ensuring brand consistency across global teams remains a top priority—and a significant challenge. As marketing operations scale, content can become fragmented, leading to inefficiencies, off-brand messaging, and version control issues. Many attendees shared frustrations about the struggle to maintain alignment across channels and regions.

At Papirfly, we showcased how a DAM system for brand consistency empowers teams to create, manage, and distribute content seamlessly—keeping every asset on-brand every time. With centralized asset management, marketing teams can ensure all content aligns with their brand identity.

Breaking silos with DAM solutions

Siloed teams and disconnected workflows are still significant hurdles for many organizations. A lack of visibility in marketing, creative, or product teams slows down production and leads to inconsistent branding. Many attendees were eager to explore solutions that enhance collaboration, streamline approvals, and improve version control.

Elisabeth Knulst, Managing Consultant at EMM Consultancy, highlighted the growing need for DAM and Product Information Management (PIM) systems to work together. Her session, Powering the World of Content – Implementing Agile DAM to Adapt to Constantly Changing Content Needs, explored how integrating these two systems helps brands managing real consumer products streamline product data updates and content distribution. With the right DAM workflows, brands can ensure a seamless content ecosystem that keeps assets accurate, accessible, and aligned with marketing needs.

At our booth, we demonstrated how Papirfly’s modular DAM suite enables cross-functional teams to work more efficiently—ensuring brand governance without bottlenecks. Our DAM workflows for global teams provide structure, allowing marketing teams to operate with agility while maintaining brand integrity.

Why DAM is critical to marketing success

If one message resonated throughout DAM LA 2025, it was this—DAM is no longer a background tool. It is central to marketing technology stacks, ensuring content operations’ efficiency, consistency, and compliance.

As brands navigate rapid digital transformation, an enterprise DAM solution is critical for maintaining seamless content workflows at scale. Whether it’s organizing marketing assets at scale or streamlining marketing operations with DAM, the right system helps brands stay competitive and agile.

See you in New York!

We’d love to continue the conversation if you missed us in LA. And if you’re heading to DAM New York this fall, visit our booth and see us on stage at the 2025 Great DAM Bake-Off! Expect more hands-on demos, insightful discussions, and industry-leading innovations.

Thank you to everyone who stopped by our booth and shared insights. We’re excited to keep pushing the boundaries of DAM and helping brands take their content strategies to the next level.

Table of contents:

  1. How AI is transforming digital asset management
  2. The challenge of brand consistency
  3. Breaking silos with DAM solutions
  4. Why DAM is critical to marketing success
  5. See you in New York!

Employer brand

The role of employer branding in attracting top pharma talent

Papirfly
6 minutes read

In today’s highly competitive pharmaceutical sector, companies face an increasingly complex challenge in attracting and retaining top talent. Traditional recruitment methods are no longer enough in an industry that demands innovation, speed, and expertise. As the pharma industry grapples with a shortage of skilled professionals, the importance of employer branding has never been more critical.

Employer branding goes far beyond simply promoting a company’s products and services—it’s about defining what it’s like to work there. A strong employer brand fosters trust, sets a company apart from its competitors, and signals to potential employees that the organization values their growth, fosters a positive work culture, and is committed to employee well-being. But with the talent market flooded with outdated job descriptions and a lack of differentiation, can pharma companies afford to overlook this key aspect of recruitment?

What makes a strong employer brand?

A compelling employer brand isn’t just about creating a catchy tagline or designing an attractive job posting. It’s the essence of what makes a company a desirable place to work. At its core, a strong employer brand revolves around a clear and compelling Employer Value Proposition (EVP)—a statement that defines what the company stands for and the unique benefits it offers to employees.

In the pharma industry, a successful employer brand highlights elements such as:

  • Career development opportunities: Pharma professionals are looking for growth opportunities that align with their ambition. A strong employer brand offers clear pathways for progression.
  • Commitment to innovation and patient care: Talented individuals in pharma are deeply motivated by the impact they can have on healthcare. A company that demonstrates innovation in treatments and services will attract professionals driven by this mission.
  • Company culture: A strong culture that values collaboration, diversity, and work-life balance can make a company stand out as a desirable place to work.
  • Employee benefits: Today’s top candidates expect more than just a paycheck. Companies that demonstrate a commitment to employee well-being, such as flexible working arrangements, wellness programs, and competitive benefits packages, appeal to the best talent.
4 Key factors influencing employer branding in the pharmaceutical industry - Infographic

But creating a strong brand isn’t enough if the messaging isn’t consistent. Pharma companies must ensure that their brand is communicated uniformly across all touchpoints—job boards, company websites, social media, and recruitment campaigns. Consistency in messaging helps reinforce the company’s values, making it easier for potential employees to identify with the brand.

How employer branding attracts top pharma talent

When potential candidates evaluate where they want to work, one of the first things they consider is a company’s reputation. A strong employer brand increases the trust and credibility of an organization, making it more attractive to high-caliber professionals.

In fact, 56% of pharma companies report significant challenges in hiring for critical positions due to a shortage of qualified professionals (PharmaTimes). However, companies with strong employer brands see 50% more qualified applicants and 33% lower turnover (LinkedIn Talent Solutions). This highlights just how important it is to differentiate through your employer brand, especially when hiring for hard-to-fill positions in the pharmaceutical industry.

A strong employer brand also enables organizations to streamline their recruitment process. Candidates who resonate with a company’s values and culture are more likely to apply, reducing the time it takes to fill key positions and cutting down on recruitment costs. Moreover, it helps reduce employee turnover, as candidates are more likely to stay with companies that align with their personal and professional values.

With growing competition for talent in the pharma industry, having an attractive employer brand isn’t just a “nice-to-have”—it’s a strategic advantage.

How employer branding improves hiring and retention - Papirfly Infographic - Source: LinkedIn

The importance of consistency and authenticity in employer branding

While a strong employer brand can attract candidates, authenticity and consistency are what will make them stay. Pharma companies must communicate their values not just through marketing materials but also through the experiences of current employees. Encouraging your employees to act as brand ambassadors can be one of the most effective ways to communicate your company culture authentically.

Employee testimonials, work-life balance highlights, and showcasing internal initiatives such as professional development programs help potential candidates envision themselves within the organization. It’s about giving candidates an insider’s view of what it’s really like to work at your company, not just what you say in a job posting.

Equally important is maintaining consistency across all platforms, ensuring that every touchpoint—from job descriptions to social media posts—aligns with the company’s core values and messaging. Inconsistent branding can confuse candidates, leading to potential misunderstandings about what the company stands for and whether it’s the right fit.

How to build a consistent and authentic employer brand

In the competitive world of pharma recruitment, building a consistent and authentic employer brand is essential for attracting top talent. However, achieving this requires the right tools and strategies.

Pharma companies, especially those operating across multiple markets, need tools that streamline their content creation process. This allows them to maintain a consistent brand message across different regions, while still being localized for each market. For multinational companies, scaling employer branding efforts quickly without compromising on brand integrity is crucial. Whether it’s for job postings, recruitment ads for social media, or posters for recruitment fairs, maintaining a cohesive and on-brand narrative is vital and can make all the difference in attracting the best talent.

The challenge of outdated job profiles

A significant challenge in pharma recruitment is the prevalence of outdated job descriptions and role profiles. These documents often fail to reflect the evolving culture and values of the company. Worse, outdated content can make a company seem out of touch with current industry standards. In an industry where top talent is in high demand, this can seriously impact a company’s ability to attract quality candidates.

For many organizations, keeping job descriptions and recruitment materials up to date and aligned with company culture is an ongoing struggle. The right tools can help address this. Templated content creation solutions enable teams to quickly update job descriptions and recruitment assets, ensuring the most current, relevant messaging. These tools make it easy to keep job descriptions accurate and in line with the company’s culture, helping to attract the right talent. This proactive approach helps businesses stay competitive in a fast-moving talent market.

Digital Asset Management solutions also ensure that all content, whether recruitment-related or internal, aligns with the company’s branding strategy, providing a unified approach to employer branding that strengthens both recruitment and retention.

The role of company culture in job applications - Infographic - Source: Jobvite

A streamlined approach to employer branding

To tackle these challenges, teams need more than just basic solutions. What they need are Digital Asset Management and on-brand content solutions that streamline the content creation process across all platforms. This allows recruitment teams to scale their employer branding efforts quickly and ensure that every piece of communication—whether it’s a job posting, social media ad, or internal memo—aligns with the company’s core values.

By integrating the right solutions, pharma companies can create globally consistent and locally relevant recruitment materials, which helps attract top talent from multiple markets without compromising brand integrity.

Solving the challenges of employer branding to attract top pharma talent

Building a strong employer brand is no longer optional—it’s a necessity in today’s competitive pharma recruitment landscape.  It helps attract and retain top talent by building trust, reducing recruitment costs, and showcasing what makes your company a great place to work. 

Papirfly’s on-brand content creation and Digital Asset Management solutions enable pharma companies to efficiently scale their employer branding efforts while ensuring their messaging is both globally consistent and locally relevant. These tools enable recruitment teams to quickly update job descriptions and other recruitment assets, ensuring they always reflect the company’s culture and values.

By maintaining consistency, pharma companies can not only build trust with candidates, attract the right talent, and reduce recruitment costs but also retain talent by showcasing what makes them a great place to work.

Ready to enhance your employer brand and attract the best pharma talent?

Explore how Papirfly can help your company create a cohesive, engaging, and consistent employer brand. Stand out in the talent marketplace and attract the best pharma talent.

Table of contents:

  1. What makes a strong employer brand?
  2. How employer branding attracts top pharma talent
  3. The importance of consistency and authenticity in employer branding
  4. How to build a consistent and authentic employer brand
  5. The challenge of outdated job profiles
  6. A streamlined approach to employer branding
  7. Solving the challenges of employer branding to attract top pharma talent