The five major advantages of Content Orchestration your brand does not want to miss out on

Content orchestration is the strategic alignment of people, processes, and technology involved in content creation. Organizations of all sizes, from international brands to independent publishers, can benefit from content orchestration to strengthen their competitive position.

In our mission to help organizations get more return from their content supply chain, we list the five biggest benefits of content orchestration – benefits that your brand might be missing out on….

[Pst… before you read this article, it’s helpful if you already know what content orchestration is and what it involves. So go to What is content orchestration? if you don’t know yet.]

1. Brand Differentiation

In the digital age, customers have an unprecedented choice between brands and can shift their patronage with a few mouse clicks. This makes customer loyalty and CLV (Customer Lifetime Value) the most important battlegrounds between companies.

Organizations that use multiple channels to engage customers are rewarded with an increase in sales, CLV, and LTV. This requires a coordinated effort across more and more channels.

A content orchestration approach is essential if brands want to win this battle for customer attention and loyalty. Without an efficient content supply chain for multiple channels, organizations cannot expect to gain the brand recognition they need to generate revenue.

This is not only because content orchestration makes it easier and faster to share content with your audience, but also because an efficient workflow saves time to create better content.

By freeing your team from easily automatable manual tasks with content orchestration, you can free up time and creativity to do more things that robots cannot. For example, brainstorming creative campaign ideas, designing imagery that truly resonates with the audience, and collaborating on real omnichannel experiences.

With such activities, your brand can differentiate itself in a dynamic market, strengthen customer engagement and loyalty, and increase your revenue. It also helps retain your staff by giving them more interesting tasks that challenge and excite them.

2. Lower Content Creation Costs

Content orchestration ensures a streamlined end-to-end process in which a number of systematic inefficiencies are eliminated that occur in non-orchestrated workflows. Inefficiency appears in gaps between systems: the time it takes to switch software, to adapt content, and to switch between different content teams (web, print, social).

By deploying a single platform where everything just runs smoothly, you close a lot of gaps. For example, designers no longer need to leave Adobe InDesign to download, convert, and import images. They have direct access to your DAM from their design software and can immediately create previews. Project managers don’t need to email PDF proofs around and manually collect feedback from multiple sources; approvals are picked up via the workflow.

These are just a few examples of efficient practices you can achieve through content orchestration. With automation, you can save even more. For example, a supermarket can synchronize its DAM, PIM, and design tools to automatically fill catalog templates or e-commerce web pages. Read more about Publication Organiser for automatically formatting flyers for retailers.

This can significantly reduce the time and resources needed for content creation, giving organizations the opportunity to limit their costs or invest the saved resources elsewhere.

3. Business Innovation

Digital transformation is more than just digitizing existing processes. It’s about completely redesigning processes to align them with your organization’s goals. The content orchestration process involves stakeholders – from individual illustrators to your CMO – in the innovation and transformation of your business.

Content orchestration is not just about return, but also about business growth. By introducing more efficient processes and more flexible teams, companies are better able to jump on market opportunities, such as emerging content platforms or new business models.

Read more about WoodWing Studio software for content orchestration

4. Faster Time-to-Market

In many sectors, there’s only room for one winner. The brand that first exploits an opportunity, capitalizes on a meme, or releases the hottest new product can earn the most. A shorter time to market is therefore an important competitive advantage.

But it’s not just about being the first to produce something and have it on the shelves, it’s also about creating the hype and fear of missing out that makes a product attractive. And for that, a content supply chain is needed with the speed, flexibility, and capacity to quickly publish content to different channels.

BuzzFeed used multiple SaaS platforms to be flexible in a competitive market, including WoodWing Assets, a Digital Asset Management system that provides quick access to images, illustrations, and other material, and Shopify, for running their online store. [Read more about how BuzzFeed uses WoodWing Assets to strengthen its competitive position].

5. Efficient Scalable Systems

As organizations and their need for content grow, so does the complexity of their content supply chain. More projects, contributors, digital assets, imagery… And that’s not even counting new channels.

If your content activities are already buckling under the pressure, how can you scale up? If you scale up inefficient content processes, you scale up the chaos they cause. And that means your system becomes bigger, messier, and less profitable.

Content orchestration ensures that companies can expand their content output as efficiently and affordably as possible.

  • Standardized processes make it easier to onboard and optimize projects
  • Streamlined systems keep planning and budget under control
  • Integrated, appropriate software brings files within reach
  • Automation frees up people for tasks that require human attention

This means you can produce more without needing more staff, without incurring more costs, and without causing more unrest.

Qonqord has been helping publishers and brands implement a content orchestration strategy for over 30 years. We know that’s the best way to create added value with your content activities. Also read our blog about what you need for successful content orchestration for more tips on getting started.

Next Steps?

Ready to step up a gear? Download our executive briefing on the financial, operational, and strategic benefits of content orchestration.

Want to know more? Make a phone appointment with one of our content orchestration experts.

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