“Content is king” – Bill Gates
Creating content is hard. Producing high quality, high volume, consistent content is even harder. That being said, marketers to the C-Suite know the content challenges all too well. It can be even harder when your teams are siloed and duplicating efforts for different channels, which ultimately leads to difficulties.
While it is indisputable that content marketing is making waves in the business world, many marketers still complain about challenges they face on a daily basis. Now, consumers are demanding the right content – when and where they want it, and how they want to receive it. With many brands struggle to respond, one solution remains clear in the midst of uncertainty: Optimization.
What happens when you optimize your content?
If you feel as though your content production has slowed down, it may be time to revaluate the processes within your teams. If you have extra steps, tools and processes in your content production, this may be slowing you down. Over the last few years, we have seen companies add to their marketing departments for specific needs, bending their workflows to accommodate poorly matched tools and systems. As a result, this can leave these companies unable to produce consistent content fast enough.
According to Better Ways by Quad, there is a better way. Brands that optimize their creative operations processes can:
- Get to market faster with better content
- Use the best technology for what they need
- Have the right people doing the right things
- Have resources that make them more productive
- Get more efficient every day
To optimize, you have to know what your inefficiencies are. Since one size never fits all, it could be sufficient to think about how you would like your production process to work. Although your personnel, your products, your mission and your consumers are completely unique, if a business were to think strategically, you can get your marketing team moving toward the same endpoint – ultimately resulting in a optimized and streamlined content marketing effort that your customers will notice.
Keeping the end (and your brand) in focus
With an optimized workflow, you can expect major changes to efficiency in all aspects of your company. By eliminating redundancies and lowering overhead, your teams will be able to focus on more strategic initiatives for your company, not on what you need right now just to get by and into the perspective of your customers.
With more channels and more content to produce as customers demand more and more, simplifying and doing less can be tough. Breaking down what you need and what you need to do in order to get there will reduce inconsistencies in your content and ultimately strengthen your brand identity.
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