4 Ways to Improve Velocity - For Content Marketers
Content marketing and creative teams are increasingly realizing that the old ways of working aren't going to cut it. They're being asked to deliver more assets at a faster pace, and those assets are becoming more complex.
What is velocity?
Simply put, velocity is the speed of something in a given direction; that means an organization increasing their production velocity is completing tasks faster. From a Creative Operations standpoint, this means streamlined feedback and review, which results in more assets being produced more quickly.
How are on-going operations hindering current velocity?
Delays in Asset Approval. Creatives deliver initial concepts and version, leading to drawn-out back and forth processes - and getting from “concept” to “approved” drags on.
Archaic Communication. Email and photoshop make clear and actionable feedback difficult to decipher. Technological delays lead to dead-time spent waiting for assets to be reviewed and feedback to be delivered.
Off-track Assets. Both obligations and liabilities continue to grow as marketing and creative operations managers continue to take advantage of more campaign opportunities and require more marketing assets. Following assets through each unique phase becomes more difficult and time-consuming.
Lost Data. Tracking workflows, identifying bottlenecks and making sense of the subsequent data is hindered by the volume of assets being worked on, and inefficient review and approval processes.
What can be done to improve velocity?
1. Collaboration Through Online Proofing — Automating the feedback, review and approval cycle helps to eliminate bottlenecks, by reducing distance and time zone delays. Streamlined collaboration online helps to lower the risk to project timelines by utilizing an accessible and centralized platform.
2. Automation of Project Tracking and Workflow — Emphasis should be on the tracking of individual assets — what version, iteration, what stage of approval; all fed into an overall project management system. This ensures that relevant individuals know who Content marketing and creative teams are increasingly realizing that the old ways of working aren’t going to cut it. They’re being asked to deliver more assets, at a faster pace, and those assets are becoming more complex. 4 Ways to Improve Velocity for Content Marketers needs to produce an asset, review a project or conduct changes; thus feedback is transparent and in one location.
3. Optimization of the Feedback Cycle — Creating clear and actionable feedback in one system will reduce mistakes, revisions and emails. The delivery of on-time, precise feedback is a big determinant of whether assets are going to be completed on schedule.
4. Tracking and Analyzing Metrics — Production metrics that are generated by workflow software can bring inefficiencies to the forefront and highlight where room for improvements exist. Having the right software and knowledge behind your operations is key to ensuring the right metrics are being pinpointed, measured and delivered to you.