Working to a tight schedule has never been easy, and if you tie that into working from home, juggling your team, listening to sales demands and meeting targets it’s only inevitable that somewhere along the line your team encounters a bottleneck. Stress levels increase and everything gets delayed. So how can we run a tight ship and avoid disaster? Here are 5 tricks to beat content bottlenecks.
What is a content bottleneck?
A content bottleneck is when the demand for content within your marketing and sales teams is higher than your company’s ability to deliver on that demand solely relying on your team, tools, and resources.
The opposite of a content bottleneck would be an agile content strategy that enables marketing teams to create content that’s easily reusable across all channels, effortless collaboration, efficiency in publishing and distribution as well as ease of access for Sales.
Content bottles necks may arise in one or all of three areas:
- Quantity: you need more content.
- Quality: you need better content.
- Coordination: you need to take better advantage of the content you already have.
What causes a content bottleneck?
We now live in a world where customers explore their options and expand their knowledge and consideration sets, then – either sequentially or simultaneously – they evaluate the options and narrow down their choices.
For us marketers its clear, our challenge is to create enough content for shopper’s constant back and forth evaluation-exploration stages, in other words, we must ensure that we are ‘there’ at the right time to persuade someone to stop shopping around and actually buy what our company is selling.
The technological shift that the internet has brought with it has originated a cultural change in the way we purchase; we now know that we can be buy in a way that motivates us… and we do not accept anything else. This put’s pressure con content creation teams.
As we start creating more and more valuable content the harder it becomes to maintain, organise, repurpose and continue generating more in a timely manner. Content becomes scattered across multiple applications, assets become hard to find, marketing teams spend a lot of time re-creating similar content from scratch thus slowing down production time and creating delays.
Top tips for reducing or removing bottlenecks
“If you fail to plan, you are planning to fail.”Benjamin Franklin
Using one central platform instead of 6-13 different marketing tools will help Improve team collaboration with visibility into assets and tasks across the entire digital marketing workflow for all stakeholders.
Having one centralized platform provides you with a place where you can all work together following the same strategy, stay focused, on task, stick to a calendar schedule, understand your goals, maintain consistency and schedule publishing.
Why is this important? Well, to begin with, a clear, systematic editorial workflow can save our teams up to 40 hours a week and double the productivity of your creative team.
Most platform’s will also have an ideas section which, in addition to new ideas, will allow your sales team to jot down common unanswered questions they may need content for, providing a great base for new content briefs.
Make sure all ideas answer four important questions:
- What the idea is
- Why the idea is important
- How it aligns with your strategy
- Who will carry out the work
Leverage data regarding content usage, content hubs and content engagement to guide content ideation, planning, and overall marketing strategy. This will enhance productivity and optimize the time of content producers.
3. Team Collaboration
Define a workflow for your content production. Define who will be doing what and by when, starting with the first draft, through to editing, final reviews and publishing.
4. Content library
Solve content chaos by implementing a centralized content repository with smart filters. Smart filters will automate the organization of your content and allow you to repurpose content more easily. These filters also allow you to tag multiple items at a time, show or hide items, feature or unfeature items and delete in bulk.
5. Content Hubs
Repurpose content by way of content hubs. forMarketer’s content repository has a personalizable, exportable content hub feature, which allows you to use keywords and tags to automatically move content and create content paths of repurposed content for prospects and customers.