How Do I Reduce My Number of Stakeholders?
Stijn Wessels
With every digital publication, you find yourself facing numerous stakeholders who want to share their views and have a say. That goes from the various channel specialists to lawyers and corporate marketers, whose job includes ensuring that a campaign fits in with other brand communications.
But what if you organize this whole process much more efficiently? Some of those stakeholders not only want to have a look at all the various brand communications but have a real need to do so. As most companies lack an agile CMS to manage their microcontent, the stakeholders need to review the macro content, i.e., every single publication. And that's not very efficient.
Why? Because in the publications on various channels, your organization may well use images, video footage, and texts in ten different ways. It's very cumbersome to check all those channels separately, but unfortunately, we still see that a lot. The same sentences and words are checked multiple times, and sometimes you have to explain a particular decision to four different people.
An agile CMS
Fortunately, there is a solution to all this: an agile CMS. An agile CMS enables you to centrally manage all components (micro-content) of brand communication (macro-content). That way, your colleagues only have to give a thumbs up for a particular image or piece of text once instead of having to look at it six times.
But such an approach places specific demands on your organization. It requires a specialized editorial department that will manage the microcontent professionally and make it suitable to all the organization's channels, alongside channel-specific teams capable of handling content and implementing it into 'pixel-perfect' brand communications.
Less time pressure
This organizational design will allow several stakeholders to perform their checks at the micro-content level. And that saves you a lot of work. It reduces time pressure because your colleagues can do the necessary reviews earlier, rather than just before the deadline.
The required channel-specific checks will also be completed more quickly. For instance, when you have the legal obligation to add a 'borrowing money costs money' label to an advertising message, that label will be available on file as approved micro-content. So the label itself won't have to be rechecked, but only if the label is published.
In turn, the channel specialists will be able to rely on the approved micro-content segments when compiling their channel communications. They will no longer have to search for images, pictures, texts, or CTAs that 'fit the brand' or edit them to create this brand fit, as every segment from your micro-content database will have already been approved.
Efficient and streamlined
You and your colleagues can create great content through an efficient and streamlined working process with an agile CMS. It involves professionals creating, managing, and approving agile content, which can then be safely incorporated into channel communications in accordance with all agreements made about this internally. This ensures that you control the omnichannel process and makes it possible to implement channel-specific communications efficiently.
And as a great added benefit, the use of an agile CMS also makes work processes in other systems more agile.
