Consumers are drawn to strong consistent experiences with brands and when they get that, they share those products with their peers (a.k.a. New Potential Consumers). To gain initial trust, you have to reach your consumer whenever and wherever they are, with the right content.
Consumers devour information continuously and the channels to reach those consumers are multiplying. Traditional channel-specific marketing strategies bloat marketing departments with staff and budget, and then drown them in the constantly evolving 24-7-365 needs of consumers. Marketing works best when agile and consistent.
A Better Way
Traditionally, each marketing team is channel-centric and creates and manages their own separate content. This method wastes resources, takes too much time and creates inconsistencies. Content First, Channel Last is a methodology, a workflow, a way of evolving to adapt to a rapidly shifting consumer-driven world. Instead of creating content in silos, Content First involves putting your content upfront with strategy, focusing on what you need, creating it well, and then deploying that content to work for your brand.
How Does A Content-First Process Work?
While the mediums inside of channels vary, the content for them must be consistent while still having relevant impact for each channel. Brand equity founded in consistency drives target audiences to consume and share. It will also save you time, money and reduce communication confusion.
So how do you implement?
Step 1: Plan
What does this campaign need to achieve? Who is your audience? What content do you need to create to support it? Who will create the content? Where will it live? How will it be transformed and deployed? What specifications need to be adhered to? Focus on what will drive your consumers, inspire them, connect with them, and then detail what you need to make that happen. This groundwork sets the foundation to free up resources and time on the backend of your campaign so you can focus on staying ahead, instead of staying afloat.
Step 2: Produce
This one central location for your assets eliminates duplicity, reduces lost time searching for the right asset, and puts your content to work for you. It also establishes chain of custody. Each piece of content can then be groomed to the exact specs of the mediums selected for the campaign. This is the focused brand content that helps create a true to type customer journey.
Step 3: Deploy
Executing takes coordination and orchestration. Your entire marketing team should be working from the same plan, reviewing and optimizing the go live schedule for each channel deliverable, ensuring a seamless campaign launch. If your campaign includes print and digital channels these should work together, never mutually exclusive. Having a central plan and unified assets offers your marketing team nimbleness to appropriately adapt to inevitable changes. Instead of falling behind, your team thrives and puts out more accurate, consistent content, faster with less work. What’s next? Plan the next campaign that will knock their proverbial socks off.
Stay One Step Ahead.
If your marketing team is struggling to muscle through the current content needs there is no way to stay ahead of what your consumers want next or where your brand is going. Misdirected focus is cutting your marketing abilities short. The right workflow keeps you in front of current consumer and campaign demands.
Time for Change.
A Content-First, Channel Last workflow requires breaking up with traditional marketing silos and opening the door to change. A thorough review of your processes and workflows will identify challenges and corresponding opportunities. This exercise will make clear the path you are on and the smarter path that lies ahead. Eliminating redundancy, finding the proper tools and simplifying your process creates time, resources and the ability for your team to give consumers what they want before they know they want it.
Consumer Marketing Strategy:
Do it once, Do it right.
Your content, marketing strategies and campaigns should come from one central place. Content first, regardless of channel, allows you to customize campaigns faster, reaching and engaging your audience with relevancy more effectively in context. A true consumer marketing strategy aimed at engaging and activating shoppers regardless of the channel they find you on.
Work On Your Campaigns, Not In Them.
Affecting true change is hard. Survival in today’s consumer driven world depends on adaptation. Stop drowning and shift focus on what your company set out to do. Initiate change now; review your content strategy to uncover optimization opportunities and then stay ahead of insatiable consumers need for content.
How is your process working for you?
- Have you eliminated all the redundancies from your workflow?
- Can you easily find and distribute content you are looking for?
- Do you easily hit your advertising deadlines?
- Is quality consistent in your content?
- Does your workflow have a positive impact on other departments?
If you’ve answered no to any of those, it might be time to address your strategy and optimize your content workflow to reduce your time to market, make better use of your resources and reduce costs.
1. Accenture 2. Lucidpress