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Read moreA 2023 Adobe report revealed that 89% of senior executives say demand for content has increased significantly over the last two years – and nearly two-thirds expect it to grow five-fold over the next two years.
So, not surprising, that 90% of marketers say content marketing is part of their strategy1, or that 81% are under pressure to create and deliver content more quickly2.
At the same time, audiences increasingly demand unique and personalized content that speaks to their individual requirements. General messaging simply doesn’t cut it. If you’re not delivering the right content, at the right time, to the right audience, you’re at risk of falling behind. It’s an existential threat to business performance. A risk that’s mitigated by implementing a content supply chain.
But where do you start?
Organizational strategy
Before starting to create new content, you’ll need an honest state-of-play of your current content marketing operation. Explore what content marketing looks like in your business, and how it stacks up against your overarching objectives, audiences and content goals. This is where you’ll assess your existing people, technology, workflows and data – looking for both opportunities and resource gaps.
Briefing, planning and resourcing
The pace of content production in modern marketing is relentless, so don’t leave briefing and resourcing to chance. Planning how your content is resourced will streamline new asset creation, spread jobs more equitably across your team, and reduce overwork and burnout among key individuals. Briefs and specifications can be centralized, ensuring instructions and responsibilities are clear. Fewer emails and meetings, more time on creative projects.
Creation and approval
Your best content isn’t adding any value until it’s active on your channels. That means ensuring new assets move from production to review and approval quickly. This stage involves identifying who your key approvers are, and additional stakeholders required on a case-by-case basis. How are you reaching those individuals, and how do they communicate their feedback? Standardizing feedback, consistent version control and approval loops saves time for all parties.
Delivery and analysis
Once your content is prepared (and uploaded to a central Digital Asset Management system for easy access), timing and synchronization of delivery is key. Behavior-triggered automation platforms can support personalized touchpoints, but you’ll also need a central plan for when new campaigns and content go live. Then, the age-old question: did it work? Cut through vanity metrics and set up dashboards which show the KPIs you need front and center. Check in regularly and see what’s making an impact on your audience.
Optimization and feedback
Acting on your data is what unlocks the full potential of your content supply chain. Be diligent in identifying trends and communicating improvements across the business. Show them what’s working to improve buy-in among different departments. Remember, improvement can come from better content, or better systems and processes. Conduct regular check-ins and see where bottlenecks are forming or efficiencies can be made.
An effective content supply chain must evolve beyond a linear journey. Optimization and feedback inform even better organization and strategy. Which brings about improved processes, and enhanced content. The ideal content supply chain becomes a virtuous cycle. A positive feedback loop which improves itself turn on turn. This is best – and most efficiently – achieved by creating a mini-ecosystem.
A mini-ecosystem breaks down larger ecosystems into manageable units, allowing organisations to adapt and pivot quickly in response to shifting market dynamics and technological advancements.
This approach is not only efficient and cost-effective, but also fosters agility, making businesses more resilient and adaptable.
Reduced headcount, skill deficits, siloed teams, overlapping platform functionalities, broken processes and a lack of insights. Establishing the content supply chain as a mini-ecosystem changes things, creating a structured approach to content – across the whole organization.
The growth lifecycle provides guiding principles to build out what needs to happen at each stage. This enables the development of an actionable plan that connects the dots across people, technology, workflow and data.
Once the content supply chain is established as a mini-ecosystem, continual optimization ensures it remains efficient and effective. Any changes to the external environment, or advances in technology, can be considered and implemented at speed according to business priority and need.
Connecting this mini-ecosystem into the wider marketing, sales and service growth ecosystem drives productivity, customer engagement and revenue. It also means it can be decoupled and optimised independently.
Let’s talk about improving your marketing ROI with a content supply chain mini-ecosystem.
