Herding cats
Bringing content together and enriching or creating new content is a process. Having a place to store that content and make it available is paramount. However, supporting and streamlining some of the underlying processes is equally important. To a certain extent, the marketing professionals and their creative suppliers we meet have one thing in common: a deep-rooted aversion to procedure, rules, and structure. It’s the last stronghold of stylish anarchy in most corporations. But there is growing pressure. With CMOs that want insight into their operations, structure is becoming inevitable. Marketing content project management and collaboration tools are the first supporting layer that is added to the core asset repository functionality.
Components of content
Artwork
Layout
Copywriting
3D production
Video production
Product content
Interactive design
Localization
Translation
Workflow Lots of clients ask us for the remedy of workflow to fix the diagnosis of chaos. Frankly, it’s the type of medicine that might cure the disease, but is sure to kill the patient at the same time. Workflow, in the sense of a fixed sequence of events, hardwired into a defined flowchart is something fit for a factory, not for a creative process.
15
Made with FlippingBook Learn more on our blog