Every minute of the day, YouTube users upload 72 hours of new video. That’s a lot of content for any brand to compete with. But the truth is, creating new content is essential in today’s market. People are looking for DIY tips, product tutorials, add-ons, best practices, and ever-more-engaging entertainment. Content is not negotiable.
Like everyone, you have limits on your budget, headcount, and work hours. Sometimes it can feel like there aren’t enough hours in the day to compete with 72 hours of new video per minute — and that’s just one content type on one platform.
However, with the right tools and processes in place, you can maximize your ability to produce creative assets. Collaborative tools can save you time in a host of ways and you’ll be able to more effectively produce the content you need with the resources you have, and stay competitive in a content-rich world. Here are a few ways the right tools can help save you time:
56 percent of businesses say version control is a major factor in slowing the content creation process. If your creative and marketing teams are not working from the same set of core assets in a single system, they’re likely wasting a lot of time hunting down files on servers, wikis, or even a colleague’s personal desktop. FOX Sports uses a central library to streamline their creative process and meet deadlines. The style guide with logos, color palettes, typography, and more for every sports team they cover is shared in this library along with templates for scoreboards and other designs. As a team in one office makes changes to set of assets, all other teams across the country receive the updates in real time. The work that used to take them 4 days is now done in 2 hours.
Businesses that rate themselves with a 10 in customer experience also report spending twice as much time organizing their creative assets as other companies. Most large businesses waste time recreating content when instead they could repurpose existing assets. Considering the number of teams — creative, web, digital, PR, events, and more — it takes to roll out a new integrated campaign and you can see how easy it is to lose track of what exists. Invest in a system to manage your digital assets across the enterprise to save you time, money, and headaches in the long run.
Finding and licensing images is just one process that can quickly slow down any creative project. Ryk Benadé, art director at Spree, a Media24 publication, claims that using the Preview feature in Adobe Stock saves them two days. According to Ryk, the ability to select excellent-quality images for project drafts and then update the final selections with a single click is phenomenal. “The downside of that is the marketer goes, ‘Ok, well if you can do it that quickly, then here is another campaign!’ That’s the nature of the business — we’re expected to keep delivering so fast,” says Ryk.
Using mobile devices can be another great way to collaborate more efficiently — especially when clients can review, give feedback, and approve projects on their phone or tablet. Using tools that support a mobile interface allows for seamless on-the-go collaboration and eliminates precious time spent waiting until someone is available for review at their desktop.
Create the Content You Want
According to the 2016 Mass Producing Deliciousness report, many brands would like to expand the types of content they offer — like mobile apps (76%), maturity models (58%), and product demos (54%). But the fact is most enterprises never get to the content they want to create because of limited resources. Improving efficiency by implementing time-saving tools and processes to support your content strategy will help you create more of the content you want to, with the same resources.
To learn more about how to improve content creation at your enterprise business, view full Mass Producing Deliciousness report.