Unless you’ve been living under a rock for the past two years, you’ll be aware that new EU general data protection regulations (GDPR) came into force, May 2018. But what did they mean for your marketing operations?
UPDATE: From August 2020 Marketers will also have to abide by The Lei Geral de Proteção de Dados Pessoais (LGPD), closely modelled after the EU’s General Data Protection Regulation (GDPR).
Opt-in processes are more stringent than ever, and brands are therefore looking for the best ways to drive compliant sign-ups from potential customers.
Sharing good quality content is a powerful way to build positive and engaging relationships with consumers, nurturing their interest in your brand.
However, the success of campaigns in this post-GDPR world relies on more than the strength of your assets alone.
To maximize consumer engagement, you need to ensure your content distribution strategy is finely tuned so that each piece of collateral is working as hard as it possibly can. And as experts in marketing asset deployment, Elateral is here to help you improve the execution of your future campaigns.
Here are our top tips for turbo-charging your content distribution strategy, to build GDPR compliant customer relationships…
Tip 1 – Share every asset with every marketing team.
Most big-brand CMOs will be coordinating the efforts of several marketing teams or agency partners as part of their role, and it’s important that these stakeholders are always in the loop.
It sounds simple enough, but it’s incredible how even the tightest content marketing strategies can get lost in a sea of emails or instant messages.
Many CMOs have found the best way to ensure complete transparency is to invest in a global content distribution platform through which you manage all your campaigns. This way, every communication is channeled through a single piece of software, and new marketing assets can be shared globally in the form of a ‘campaign kit’ for regional teams or agencies to deploy.
With every marketer working from the same portal, local execution becomes much more straightforward – so you can get good content to potential customers as quickly as possible.
It’s also a convenient place to store any materials that regional teams might need going forward, such as logos and official images, to save time creating future assets, whilst ensuring they comply with your global brand guidelines.
Tip 2 – Set up templates and workflows to launch content quicker.
If GDPR means that content is now your most important marketing tool, you need to ensure your development process is efficient – don’t let production issues get in the way of your campaign success.
Production wouldn’t be a problem if one version of an asset worked in every market. The reality is that your marketing teams will probably want to adapt campaigns for their local customers, or to suit their choice of execution channels.
There are two ways you can enable regional marketers to adapt content without slowing the process down and allow your head office team to approve those changes without suffering from communication overload.
- The first way is for your central marketing team to create templated collateral, which features editable sections for your regional workforce to adapt. This way, local teams or agencies don’t have to create their own versions from scratch if the global asset doesn’t work for their customers.
- The second way – and this can be done in conjunction with the first – is to set up approval workflows that automatically trigger the next steps when an item has been submitted or signed off. This means any localized content can be approved and distributed as quickly as possible.
If GDPR means content is now your most important marketing tool, you need to ensure your development process is efficient
Tip 3 – Use every opportunity to recycle good quality content.
Content marketing might be the best way for your brand to drive opt-ins in a post-GDPR world, but that doesn’t mean you have to keep reinventing the wheel. Smart CMOs often improve ROI by recycling your best-performing assets.
The easiest way for your brand to do this is to invest in a content distribution platform, where you can upload and share every piece of marketing material that has worked well for your business.
Regional agencies can then log on and select the assets they want to use, rather than creating something new when something that fits the bill already exists. More than that, it makes it easier for local marketers to send a steady stream of content out to engaging consumers, to keep nurturing conversations with them.
Building customer relationships through content
These regulations are not something to panic about if your marketing model is focused on creating good quality content, which organically engages potential customers and drives compliant opt-ins.
However, the success of that content is as much down to how it is utilized as to what it says – and that is where an excellent global brand deployment platform can pay dividends for your business.
In 2018 45% of UK businesses had set money aside to pay potential non-compliance fines in the wake of GDPR.The Drum, 2018
Turbo-charge your content distribution with Brandgility
If your brand wants to build stronger and more trustworthy consumer relationships using content, our market-leading software, Brandgility, can help you supercharge the distribution of that content.
Request a free Brandgility demo to see how your business can launch better-co-ordinated marketing campaigns that drive content engagement.