Three brands succeeding with content orchestration: examples of Content Orchestration in practice

Curious about how content orchestration can help your brand succeed in an increasingly competitive landscape? Here are three examples of brands succeeding with content orchestration to inspire you.

Next Retail 

Example of content orchestration in retail 

Next 1 Main Image - admin

The brand

Next PLC is one of the best-known British retail brands, selling fashion and homeware online and in physical stores around the world. During the 80s and 90s, Next was known for its printed directory that provided mail-order shopping, before branching out into the emerging ecommerce landscape.

The challenge

Rapid growth, expanding product lines and constant innovation meant Next faced challenges in its content supply chain. They faced an explosion of digital assets (product photographs, product information etc) that became increasingly difficult to manage and leverage efficiently. 

They had a Digital Asset Management system but it was no longer fit for purpose – and teams were separate and siloed. This made the process of commissioning, receiving, editing, uploading and using photoshoots excessively manual and time-consuming. They were also struggling with print-centric processes that simply weren’t fit for purpose in the new era of ecommerce and online content. 

The solution

Next decided to replace their existing DAM and use the opportunity to undertake a holistic review of their content supply chain. They chose to base their new content supply chain around the WoodWing Assets Digital Asset Management system. As a result, they were able to facilitate new efficient workflows, leverage creative automation, and scale their creative processes.

The benefits 

  • Seizing the multichannel marketing opportunity 
  • Cost reduction for desktop publishing
  • Efficient digital publishing workflows
  • Higher ROI from marketing assets
  • Lower production costs
  • Faster time to market / shorter production times

The support

Qonqord supported this digital transformation by analyzing Next’s existing processes, their content requirements, and future plans, to make recommendations for both workflow improvements and software choices. We designed and implemented the system, and supported user adoption and change management. 

Read our Next case study for more information >

Salta Group (NCOI)

Example of content orchestration in education 

ncoi 1 e1645200721707 - admin

The brand

NCOI are the largest provider of work training in the Netherlands. They provide vocational training and degree qualifications for more than 20,000 learners a year. The marketing team produces course brochures and website content to help inspire and recruit students. 

The challenge

The NCOI marketing team was struggling with sequential production processes that slowed down time-to-market. They would produce the copy and content for all print/PDF brochures first, then convert these into web content once print production had finished. 

This involved copying-and-pasting content from their desktop publishing software into their CMS and reformatting it all for the web. This didn’t just cause delays and disconnect between the information available to learners – it also took up a lot of valuable time and staff resources. 

The solution

NCOI decided to implement a channel-neutral content orchestration approach. They wanted the ability to create content in a single system and then publish it simultaneously to both print and digital channels. 

They chose to implement a Product Information Management system to hold all of their course (product) information. Then integrate this with numerous other software solutions to automate the design and dissemination of marketing materials. 

The benefits 

  • Sequential processes replaced with simultaneous publishing to all channels
  • No more disconnect or delay in getting information to market
  • Significantly faster, more cost-effective production processes

The support

Qonqord supported NCOI to create an integrated software stack to support their goal of a more efficient content supply chain. We recommended the introduction and integration of:

  • A Product Information Management system – to manage course information
  • WoodWing Studio – a multichannel publishing workflow solution – to create and collaborate on content, as well as power design automation and content distribution 
  • WoodWing Assets – a Digital Asset Management system to store digital assets during and after the creation processes
  • Adobe and other design tools – to create templates and receive data to populate them, automating design processes 

Read our NCOI case study for more information > 

Casa

Example of content orchestration in retail 

Graphit Casa digitalassetmanagement2 - admin

The brand

Casa is a retail chain selling decorative, household, and garden items. Trading for over 40 years, they boast more than 500 stores in 11 countries, plus an extensive ecommerce footprint that makes it a leading player in its sector. They also have weekly brochures distributed door-to-door.

The challenge

With an extensive – and ever-changing – range of products, Casa’s marketing team faced an uphill struggle. They had a huge volume of product images and information to manage. And they needed to create consistent marketing campaigns across various channels – in-store, online, and in print – often with tight weekly turnaround times.  

The solution

Casa realized they needed a Digital Asset Management system to centralize all of their product images and make them easier to access and use in marketing materials. They were also aware of the benefits of introducing a Product Information Management to manage their product details. 

With the help of Qonqord’s content orchestration experts, they realized the two could be combined to automate the layout of weekly brochures (taking significant strain off the marketing team) and autopopulate product pages on their website. 

The benefits 

  • Efficient multichannel publishing
  • Cost reduction for desktop publishing
  • Efficient digital publishing workflows
  • Higher ROI from marketing assets
  • Synced data across systems – no more duplication
  • Lower production costs
  • Faster time to market / shorter production times

The support

Qonqord worked with Casa to understand the challenges, pain points, and friction in their retail marketing workflows. Then implemented a more efficient, productive, cost-effective content supply chain using the content orchestration approach. 

Read more in our Casa case study > 

If you’d like to streamline your content supply chain, seize the omnichannel opportunity for retails, and succeed with content orchestration, allow Qonqord to help. We have been providing content orchestration consultancy and support for over 20 years – to publishers, retailers and global brands.

Contact us today to discuss your content orchestration journey. 

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