Pete Deubler: Executive Director of Business Process Strategy
High quality, high volume, consistent content is hard. It’s even harder when your teams are siloed and duplicating efforts for different channels. This channel-centric, compartmentalized content development creates inconsistencies. It slows you down. Worse, from varying colors to out-of-date product descriptions, disjointed work can cost you brand loyalty from consumers who want immediate and consistent content at every touchpoint.
If you feel like you’re not keeping up, that you’re not getting to market fast enough, that you’re missing deadlines and don’t have the right tools or enough resources, it may be time to step back and look at your process.
You can’t win a race carrying a backpack full of bricks and you can’t create effective, consistent content with extra steps, tools and processes. Over the last few decades, companies have added to marketing departments for specific needs and bent workflows to accommodate poorly matched tools and systems. This leaves them unable to produce consistent content fast enough. And it increases nonworking spend—the cost of producing content.
There is a better way. Brands that optimize their creative operations processes:
- Get to market faster with better content.
- Use the best technology for what they need.
- Have the right people doing the right things.
- Have resources that make them more productive.
- Get more efficient every day.
Sell more stuff.
59% of people are likely to recommend a brand if it delivers a frictionless experience across channels.
Source: “Rising Expectations in Consumer Experiences,” Google/Greenberg
65% of marketers said the biggest challenges when creating effective visual marketing was lack of time or staff resources.
Source: Digiday and Chute
Check the Backpack: Evaluate Your Processes
A thorough review of a content production process will reveal inefficiencies that hinder your ability to get the right content to consumers when they expect it. Do you know the resources you need to efficiently produce an adequate amount of content ? Do you know how much it costs to produce versus the costs to distribute it? Having these answers is the first step to figuring out where the process can be improved. Savings in non-working spend follows.
Create a Roadmap: Define Your Ideal Future State
After you know what your inefficiencies are, think about how you’d like your production process to work. Then map how to get there. One size will never fit all for this. Your personnel, your products, your mission and your consumers are just that – yours, unique to you. A new process must reflect a clear-eyed look at what needs to be reallocated and changed to get your marketing team moving toward the same destination. A streamlined workflow will create a new level of agility that your consumers will notice.
Keep the End in Sight: Focus on Your Brand
What can a marketing team look forward to with an optimized and efficient workflow? Continuous savings and reduced time to market. Best practices that keep processes performing at their peak. Your team will be able to do its job more efficiently and ultimately, drive sales.
Just as important, eliminating redundancies, lowering overhead and reducing effort creates the space (and budget) to focus on more strategic initiatives for your company, not on what you need right now just to get by.
One company. One team. One process. One plan. With more channels and more content to produce, simplifying and actually doing less seems impossible. In reality it’s your best option. Breaking down the channel-centric approach will always save time, money, reduce inconsistencies in content and strengthen your brand identity.
With more than a quarter century of marketing experience, achieving senior leadership levels in print and retail, Pete focuses on gaining a complete understanding of a client’s processes, marketing strategies, and business challenges. Pete also brings his experience in planning and executing an annual marketing budget of $1.1 billion to this role, giving clients a unique perspective on solving problems. This enables Quad to deliver solutions and services to help our clients hit their goals.