Marketing

The challenges and opportunities of digital content creation

March 2021 Written by Papirfly

In this article, you'll learn...

  • About the common key challenges facing marketing teams
  • Ways to overcome these challenges
  • Tips on schedules, roles and budgets 

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. 

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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.

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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. 

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Free downloads for 3 stages of digital content creation

Marketing objectives and research

When we get into a cycle of producing content, it can be easy to lose sight of what’s being created and why. Ensuring that each piece of content is aligned with your brand objectives can be tricky, particularly if you are producing them across multiple markets or countries. We’ve put together a handy checklist that you can download right now – no details required.
01

Content creation and adaptation 

When you have a brand to protect, having teams and agencies across the world making requests and intervening with your campaigns can be a nightmare. A Brand Activation Management solution will keep all teams across the globe in hand, and make certain that every campaign asset is on brand every time. If you don’t have BAM by Papirfly, the list can be exhaustive to get this done. We’ve put together a comprehensive checklist to get you through it...

02

Digital content management and distribution

Overseeing and guaranteeing content is delivered and pushed out is enough to give anyone a headache. Multiply that several times over across the world and then things start to get really complicated. With our digital content management checklist, you can avoid making simple mistakes and make sure all bases are covered.

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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.  

by Papirfly

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