What is a content factory 

 

Customers have high expectations for brands. They expect a personalized experience that meets them wherever, whenever and however they want it - from the comfort of their own home to out-and-about on their phone; at any time of day or night. They demand seamless and effortless engagement whether online or offline - regardless of time or place. Thanks to advancements in technology, marketers have an advantage when tasked with delivering relevant content for their audience in the right places at the right times; however brands still struggle to keep up with demand when resources are tight and speed-to-market matters.

 

To better understand the concept of a content factory, let’s first define it:  

A content factory is a strategically optimized integration of systems—including executive creative leaders, directors, producers, managers, creatives, processes, and technology—designed to produce content at scale. By leveraging approved brand assets stored in a centralized digital asset management system (DAM), copywriters, designers, video editors, social media specialists and quality control leadership deliver a production line for world-class, cost effective marketing content and materials.—on brand, on budget, on time, every time - all while upholding high standards quickly & efficiently!

 

THE CHALLENGE: 

Content assets, localization, and production is siloed  

With multiple, segregated content hubs and several production partners in place plus an absence of governance over asset management processes, companies today are facing the challenge of inefficient use & reuse of brand assets which results in limited brand visibility, slow adaptation processes,limited sharing of best practices, massive increase in costs and extended approval cycles.

 

THE ACTION: 

Implement a centralized content factory model 

Executive Brand Growth helps organizations realize their full potential through a centralized content factory model. Our process ensures that digital assets are developed and tagged with smart metadata, serving as the foundation for tailored, targeted multi-channel campaigns. 

 

We collaborate to identify ideal assets from our research & development effort before having our in-market specialists adapt them according to specific requirements of language and format. 

 

Once approved by decision makers, these adapted pieces can be deployed immediately so brands reach more customers faster!

 

THE RESULTS:

1 content hub = 50% to 90% cost savings 

By providing one hub for adaptation, our content factory process increases global-to-local content reuse, improves brand consistency across markets, reduces delivery times, reduces costs, and speeds up review cycles. 

 

Typically companies that work with us achieve a 30% faster end-to-end localization workflow and realized 50% to 90% cost savings, compared with leading traditional agencies of marketing production services.

 

KEY TAKEAWAY: 

Effective change management is critical 

Although every element contributes to the overall success of a content factory implementation, change management rises to the top as one that many companies overlook. 

 

When companies struggle to achieve successful implementation, ineffective change management is often a key reason.  

 

In most cases, our clients are fully supportive of the change in their marketing strategy, with buy-in at the senior-most level. Executive Brand Growth has integrated many organizational changes in creative management throughout the process to develop and facilitate execution of a strategy that engages our client’s internal stakeholders. This involves providing a compelling reason for the change, identifying barriers to adoption, and equipping individuals with the growth mindset and tools to empower new ways of working.

 

How to successfully implement a content factory model 

These types of results are not inevitable.  Brands that want to adopt a content factory model should work with a creative production partner who focuses on these critical success drivers: 

• Creative management strategy as a solid foundation.
   

• The process begins with an audit of existing assets, ways of working, and stakeholders, including data analysis and brand interviews at the global and local levels.
   

• A well-supported DAM includes a component library with guidelines and templates.
   

• A finely tuned process that starts with ensuring brief quality at the initiation of an adaptation request.
   

• Matching talent with tasks builds velocity and quality.
   

• The Stranger to Super Fan process is integrally managed throughout the process, rather than just at the end or conversion.
   

• Work with best-in-class technology.
   

• Leveraging lean teams and innovative principles that drive continuous improvement.  

 

The multifaceted path to content production at scale 

Technology alone cannot provide the foundation needed for scaling content production. To succeed, brands must adopt a multifaceted and multidisciplinary approach in constructing an effective ecosystem; here's where having the right marketing partner with expertise plus global experience proves essential to success.

 

If you would like to request a demonstration of how Executive Brand Growth could build a content factory inside of your company, set up a call below.