Is “Right First Time” really achievable at scale?

When it comes to branded content, quality should be something that campaign managers can take for granted.

After all, everyone has had a chance to see the brief; they know your branding do’s and don’ts, and if there is any uncertainty, they can always come to marketing for clarification.

So what’s stopping your teams getting content adaptation right first time – every time?

One of the biggest consequences of going global with your marketing strategy is that the volume of marketing material you need to produce increases a lot.  Swamped by sheer scale, standards can slide.  This can mean having to spend more time on corrections and revisions, or else accepting that off-message materials are going to slip through the net.

Here’s a closer look at the problem, and at what you can do to fix it.

John Hennessy

Chief Revenue Officer at Elateral
I am in charge of Sales and Revenue at Elateral and love talking about how Brandgility grows revenue.
John Hennessy

Scaling up: what’s the problem with content quality?

The need for specialist skills at every touchpoint. 

Take a simple piece of marketing material – a conference flyer or landing page, for instance. Somewhere along the line, a graphic designer, developer, photographer, and copywriter may all have a hand in its production, with a campaign manager responsible for sign-off.

Getting it right first time demands that each person involved in that process understands your branding ‘rulebook’, and how it relates specifically to their input. A non-aligned banner, wrong-sized image or off-tone description can all erode the integrity of the end-product. There’s a lot that can potentially go wrong, and logic dictates that the more material you need to produce, the greater the chances of failing to get it right first time.

Lack of resources and skills at branch level.

Branching out into new markets raises the need for contextualized content, tailored to the specific characteristics of local audiences. The response to this may be to task local teams with the adaptation of material specific to their audiences. Often, this involves telling local marketers to adapt centrally-produced content to give it a local twist.

However, when it comes to skills and resources, seldom are these local branches equipped at the same level as the organization’s central marketing department. Lack of know-how increases the likelihood of material having to be passed back up the chain to be corrected or re-worked.  Even if they aren’t doing the work themselves, they are not likely to be skilled at briefing, which can cause issues with understanding and delivery.

Branching out into new markets raises the need for contextualized content, tailored to the specific characteristics of local audiences.

Getting it right: weighing up potential fixes

The central agency approach

If local branches are simply not equipped to get localization right first time, one tempting strategy for dealing with an up-scaled content load is to put it all in the hands of a single agency.

That said, sourcing a single supplier for a huge workload could pose a challenge. And of course, no agency has limitless capacity: even if a particular agency can handle the volume of work right now, this may not be the case as your business grows further.

Multiple agencies

Multiple agencies could be an alternative: i.e., briefing a locally-based agency for each specific market. The downside is that each of these agencies will have their own preferred ways of doing things. You could find yourself having to brief and train a very long list of agencies to ensure they adhere to your brand standards.

Upskilling your own people

What if you could equip your people to produce marketing material at scale? What’s more, what if you could give your teams the ability to deploy assets and adapt brand content in such a way that your brand rules are always adhered to?

The Brandgility platform lets you do all of this. As well as providing a central hub for all your brand assets and guidelines, it also offers smart templating capabilities, placing you in full control over what can and cannot be changed. For swift, on-brand adaptation and localization with no specialist skills needed, this type of technology keeps your people on the right track.

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We’d love to tell you more.  Contact us for a chat.



2019-12-02T15:33:45+00:00