As professionals, we’re constantly consuming; videos, podcasts, articles. We just can’t get enough.
As brands, we know that digital platforms are the best way to get in front of our potential customers. But getting to them at the ideal stage of the customer journey and serving them the right piece of content at the best time can be a challenge.
Now multiply that by several personas, channels, industries and locations, this is the reality that so many teams are facing.
Producing digital content on any scale can be taxing, but on a global scale the process can be even more burdensome.
Today we’re identifying some of the key challenges facing marketing teams worldwide, and what can be done to alleviate some of this pressure, so that teams can keep up, keep evolving and keep producing engaging content.
What are the common challenges and opportunities?
Creating a digital content schedule
Challenge:
Knowing how much to schedule and how frequently
Solution:
No matter how many great ideas you have, it all starts with objectives, budget and capacity. If you don’t have the infrastructure to fulfil all your content needs, you’ll end up putting your team in a compromising position (unless you have BAM by Papirfly™, of course).
If you don’t have a solid grounding of data or strategy to guide your scheduling decisions, take a look at what competitors are doing as a starting point.
Challenge:
Preparing for reactive content
Solution:
Have a full plan in place should there be an exceptional opportunity to jump on something topical. If your content guidelines require a heavy sign off process, then create a scoring system for your content team to assess the opportunity of the topical piece. If the benefits outweigh the consequences of missing out, they can proceed with an abridged sign-off process.
Or, if this is not an option, explore Brand Activation Management to make sure teams have the tools they need to create the assets they need both quickly and autonomously, as well as to streamline the sign-off process.
Tips for creating a digital content schedule
- Work backwards from launch deadlines in order to determine feasibility
- Don’t rely too heavily on hard deadlines, give yourself some wiggle room of a day or two
- Check the diaries of those delivering the schedule beforehand to make sure there’s nothing that could affect production
Assigning roles in the process
Challenge:
Knowing who is responsible for what
Solution:
If there’s confusion or crossover on duties, get everyone to make a list of their skill sets and daily tasks and rate their competency level for each. By doing this, you’ll spot who is doing things within the process that shouldn’t be, and you’ll utilise skill sets you may have not known about.
If you have an internal messaging platform, also ask employees to put their job roles in their names. This helps prevent requests that aren’t relevant coming through to the wrong person, and wasting their time.
Challenge:
One or two people knowing the process better than others
Solution:
Whilst clear hierarchy is integral to ensuring content production runs smoothly, if all the information is kept under wraps, you could end up stuck if someone leaves. Ensure that every process and guideline is documented and accessible, and make sure your team is kept up-to-date with any changes made to avoid confusion.
Tips for assigning roles
- Assign a primary and secondary person (in case one person goes on holiday)
- Ensure each person knows who they report to and get sign off from
- Give everyone a copy of the production schedule and who is responsible for what
Make your budget go further
Challenge:
Keeping up with volume of demand
Solution:
Invest in a digital solution that allows you to quickly create, edit, duplicate and deliver at scale. The Brand Activation Management space, home to BAM by Papirfly™, is opening up a whole new world of opportunity for teams to create assets that are tailored for markets, countries and more.
Challenge:
Utilising skills in-house
Solution:
Not everyone can be a creative, designer or writer. But it’s not always cost-effective to keep engaging agencies or hiring new team members. Having pre-defined templates that give individuals flexibility in a framework ensures peace of mind and optimal levels of delivery.
Tips to make your budget go further
- Repurpose content when and where you can
- Revisit and update outdated content if it’s still relevant
- Bring production in-house if it’s still BAM by Papirfly
What is the future of digital content creation?
Like every other area of marketing, it’s only a matter of time before the creation side of content production is automated to some degree. It’s safe to say that Brand Activation Management is here to stay.
The digitisation and centralisation of all brand assets worldwide is a logical next step for the biggest brands across the globe. The likes of Coca-Cola, HSBC, Vodafone and IBM are already using BAM by Papirfly™ to deliver more digital and print assets than they ever thought possible. More empowerment and autonomy for their teams. More output for their budgets. More efficiencies and much less stress. This is the future of digital content creation.
If you would like to learn more about BAM by Papirfly™ and book a demo for you or your team, please get in touch.