Just how healthy is your marketing production capacity?
Marketing success invariably hinges on your ability to consistently output compelling content, tailored to the needs of your customers. And for global brands, on top of keeping an ever-growing list of communication channels fed with content, you also need to deliver super-relevant campaigns, contextualized for local audiences. It’s a tall order for any organization.
Production pipeline delays, skills shortages, budget limitations, time spent fixing mistakes made by marketers in the field: these can all lead to even the most thorough marketing campaign strategy going off-kilter.
With this in mind, here’s a closer look at the common causes of production bottlenecks, along with what you need to do to remove them.
Overworked in-house teams
Graphic designers, front-end developers, copywriters and more: even for routine marketing material, there can be many distinct specialisms involved in the production process.
Does simply recruiting a bigger, centrally-located team shield you from production bottlenecks? Not necessarily. For one thing, demands on content production staff do not just come from the marketing department. Requests linked to internal communications, recruitment, product information, or customer services to name just a few, can all amount to a significant added burden.
Meanwhile, you need a steady flow of content, optimized for specific channels, in order to maintain customer engagement levels. No matter how well-staffed your team, demand almost always has a habit of outstripping capacity.
Businesses across the globe are reporting significant skills shortages, and technically proficient, creative staff can be especially hard to find.
Even if your budget allows you to hire your way out of a content production crisis, finding the right recruits can be a big challenge. While you’re understaffed, production backlogs are only going to mount up.
Production limitations at branch level
In theory, delegating the production of marketing material to local teams offers two big advantages. In-the-field regional marketers know their audiences better than anyone and are best placed to adapt content to make it as relevant as possible. It also follows that by passing tasks down the line, you can also relieve pressure on central production departments.
But in practice, there will not always be the technical capabilities available at a local level to make this happen. Branch employees are happy to ‘have a go’ at creating local campaigns, but you can never be sure that the end results are going to be totally on-brand. It means the material has to be passed back up the line for central input and review: hardly 100% efficient!
Less than half of organizations have the ability to deliver the right content to the right people at the right time.
Agency input and budget limits
Assuming you choose wisely, an agency should be able to combine local market insight with the requisite technical capabilities; thereby potentially delivering a solution to your local content production problem.
But of course, none of this comes cheap. And if you have multiple local markets to cater for, it’s potentially a huge spend on third-party resources.
How to break the bottlenecks
A recent survey suggested that less than half of organizations have the ability to deliver the right content to the right people at the right time. The same research also gave a big clue as to why this might be the case: more than a third of marketers have to handcraft each piece of content separately for it to be used across multiple channels.
Brandgility gives even non-technical staff the ability to create beautiful marketing materials at speed – while keeping you in full control of what can and cannot be altered. It’s this type of technology that enables global brands to keep on top of growing production demands without seeing spiraling staffing and outsourcing costs.