A content adaptation process that can keep up with demand and effortlessly flex as needed
The amount of places to use content is growing. Great marketing content motivates a market to purchase, and the more localized that content is, the better it does the job.
How to really know a market
Field teams, whether marketing or sales, know their markets. They are the ones who can tweak that global or national campaign to make it truly resonate in with their customers. They know the local sports teams, they know the local sense of humour, they know the local demographics. They know what does and doesn’t give them an edge at motivating consumers in their specific markets.
This level of personalization is the key to being more relevant and persuasive.
Which is why every brand wants to be able to deliver adaptations to their field marketers and sales reps so that they can take advantage of their specialist local knowledge to turn global content into localized content.
However, demand for this is hard to predict, which means that brands have to weigh up their options:
In-house agency/design team
Running a team of designers or an in-house agency to do adaptation work is challenging. Getting the right-sized team so that they are always busy but that the work doesn’t back up, especially with a variable work-load, is difficult. Hiring and retaining (and paying for) design staff who have some smart skills but who spend too much time doing elementary work can add difficulties.
If work takes too long, the field can go off and do their own thing, potentially failing to comply with brand standards or legal compliance. Alternatively, a potential opportunity to go to market is not taken, and sales and revenue can be lost.
Local agencies can be an effective solution, as long as they are trained and comply with brand standards, and have access to up to date assets, such as fonts and logos. However, with most local agencies, there will be a cost every time they are used for work, which can affect overall ROI.
Another factor with using local agencies is the time it takes your field teams to manage to work with them – from finding them the correct assets to briefing and reviewing versions – it is all work that takes your field teams away from their ‘real’ work that they were hired to do. And holding the agencies accountable to brand standards and legal compliance is a big task on its own.
Taking advantage of technology
So much of the work of adaptation is routine or simple work that can easily be completed using technology.
Distributing content in an adaptable format, such as the original Photoshop files, for example, can be a bit too risky for most marketing teams. Not only do the recipients need to purchase the software, but they also need to be able to use it correctly. Getting into a tangle by editing in complicated software can actually make the situation worse.
The original format is not the only option, though. Most content can be used in a template format – where some of the design is locked down, and some of the design is open to editing. For example, the headline may be editable, but the legal text is not. A platform that makes this simple for field teams without them needing any specialist training or design skills, while ensuring brand and legal compliance for the marketing teams, could be the answer.
How much impact could it have on achieving your goals if you had a way to ensure that all of the content that was needed was easy to provide? Unlimited capacity at scale?
If the process can’t keep up with demand it can cause:
If the local adaptations take too long to be ready to use, it can mean that opportunities are missed, meaning that less product gets sold.
Markets can get very frustrated and lose trust in the system and eventually stop trying to capitalize on opportunities to localize content.
Markets doing their own thing
When localisations take too long, or the markets are frustrated, field teams can go off to local agencies and create their own content, often at the cost of brand standards.
A self-service tool that enables the field to come and make their own edits whenever they want, with no waiting time and instant feedback, is the solution.
Allowing employees to self-serve via an automation process can make a huge difference. With self-service an employee can access content 24 hours a day via a web-based portal, they are guided to what they can and can’t change, they can see the effect of any change immediately, and no human error creeps into the process.
Brandgility takes existing content and turns it into templates for the field to adapt.
We’d love to tell you more. Contact us for a chat.