We live in a time where technology is developing at lightning speed. That’s great, because as a marketer you have endless possibilities to communicate effectively with your target group. Branded content and individualization are becoming increasingly important for this. All you have to do is make the most of those possibilities. That sounds simple, but in practice it often turns out to be quite a challenge.
If you want to communicate effectively, it is necessary to have the various processes involved in communicating your content well under control. Only when those processes are in top condition will you as a marketer be able to perform at a high level.
Customer experience: target group and channel specific
In order to communicate to different target groups at different moments in the customer journey, the message often has to be specified per target group and per channel. And that’s quite a job.
Often the content for the web, for print, and for the app is written and produced by different people. All that content needs to be corrected and made final. After that, the content also has to be published via the various channels. This is a time-consuming process, in which you have to be sharp in order to keep an overview.
Working inefficiently costs energy
There is nothing more annoying than multiple versions that you lose track of, colleagues that communicate past each other or approval that takes too long. All these things make for an inefficient and slow way of working. This not only costs the company money, it also costs you as a marketer the necessary energy. That doesn’t stimulate, and it gets you out of shape.
The good news is that there is a solution to help overcome these challenges. The trick is to let marketers, designers and authors work together within the same environment. That environment is a workflow solution, especially for omnichannel content creation. Such a workflow helps you to produce and correct “medium neutral” content, not per channel.
Your omnichannel communication takes place in that workflow in a highly automated, authorized and planned way. Writing, determining the image and tuning content then takes place independently of the type of communication channel. This ensures that you no longer have discussions about the content, and that you do not have to make separate corrections for each channel. This allows you to focus your energy on the important things: the content creation!
Also something for you?
In short, if you are struggling as a marketer with the organization of your content creation and your processes are not in good shape, then investigate whether it is also useful for your company to start a new way of working: medium neutral content creation! If you want, Qonqord can coach you in this.