For any organization involved in content creation and publishing, it is quite a challenge to keep up with all developments in the digital landscape. This is best achieved through close collaboration between different teams.
Usually, however, teams are part of separate departments or silos, so they are all too often focused on creating content specific to their own channel or platform. At many brands and publishers, teams often focus on a single print or digital channel and rarely work together on all those channels.
The problem: working independently
A client of ours – one of the world’s largest international publishers – had exactly this problem. One day this publisher realized that her teams were working completely separately from each other. There were separate teams for online and offline publications and also different teams for different brands – without all these teams sharing and (re)using each other’s ideas and content. A missed opportunity!
Deadly Sin: Waste of Resources and Time
What this publisher needed was better collaboration across the organization to achieve the common goal of creating the most relevant and engaging content for their readers, across all channels and platforms. The lack of multidisciplinary collaboration and thus orchestrated processes results in a waste of resources and time and stands in the way of a good competitive position. mortal sin.
This publisher achieved a much more efficient way of working across the company by encouraging multidisciplinary collaboration and by streamlining, orchestrating this new way of working.
General Electric: early adopters
Jack Welch, former CEO of General Electric and named “Manager of the Century” by Fortune Magazine, was also convinced of the need to work better together. His bounderyless organization strategy led to an increase in company value of no less than 4000%. Even though he applied this new way of thinking 25 years ago, this strategy is still relevant today.
The costs of not collaborating
A successful publisher or brand is distinguished by its ability to adapt. The correct restructuring of their teams allows efficient collaboration, enabling a publisher or brand to continuously serve its target group at lightning speed. The lack of multidisciplinary collaboration has three major drawbacks:
1. Resources are not shared efficiently. Stories are therefore not easy to reuse by different offline and online teams and good content is wasted.
2. Expertise declines and knowledge is limited because information is not readily available or accessible to all colleagues when it is needed.
3. Product quality decreases and a lot of time is wasted.
It should be clear: it is no longer acceptable to allow teams to work independently of each other. As a publisher or brand, the first thing you should do is examine your current system and assess whether this system enables multidisciplinary collaboration. Teams need the right tools to do their job well, and providing those tools is necessary to break down barriers.
Work smarter, not harder
Our content orchestration platform supports multidisciplinary teams in creating medium neutral content for all media channels. The platform improves mutual communication, the passing on of input and of course cooperation.
Designed for publishers and brands to create channel-neutral content in a single system, the platform brings teams together by reusing and sharing input. In short, it is a ‘next generation’ system that encourages publishers and brands to reconsider their working methods.