The best word to describe the demands of today’s digital marketing environment is more.
More, more, more.
Your marketing team is expected to meet those demands and deliver more content. Content is how consumers see your brand and interpret the value that your products add to their lives. The content you create should be part of a cohesive narrative and provide your viewers with the incentive to learn more about your brand.
As a digital marketer, you need to think about the whole buying journey. The buying journey is a complex journey and requires A TON of content to lay the pipe for success. Content that captures people’s attention helps them recognize and later recall your brand. Capturing attention is something that visual content does better than traditional text-based formats.
You also need to get that content out to market as fast as possible to boost engagement and achieve your marketing goals. However, creating consistently on-brand visual content with frequency is challenging when faced with the restrictions of traditional creative workflows.
Consumers expect more content from the brands or influencers they follow, which is typically consumed on social and digital apps. News feeds within apps are populated with content promoted by millions of creators. If your brand is not sharing new visual assets on a regular timetable, you’re missing out on opportunities to engage with new people or reconnect with your existing customers.
That means you need to move through the content development process with a certain degree of agility and fluency. The faster you can go to market with content that meets your brand’s standards for quality increases your opportunity to bring new people into your brand’s orbit. This is the first phase of the marketing funnel. You need to make people aware of who you are if you ever want to convert them into paying customers.
Create More Content for Mobile First Consumers
Mobile is the reason there are such higher demands for fresh content. When people consume content on mobile, they frequently do so within apps. The most popular apps are, as you would expect, the largest social and digital content consumption channels like Facebook, Instagram, Snapchat, and others. According to statistical research, over 90% of moments spent with mobile devices are within popular social and digital apps.
Visual content assets are the most likely to stand out in mobile news feeds. Visuals are bright, bold, and creative. They capture people’s attention as they rapidly scroll through mobile news feeds. A quick flick of the thumb allows each consumer to scroll beyond news feed content, but a custom attention-grabbing visual can make them think twice about flicking past your content.
Content that’s primarily visual or video in format is more likely to register with people who are just learning about your brand. The human brain processes visuals or videos much faster than other forms of content, and 40% of people are more likely to respond positively to visual content.
It’s not easy to create visual or video content
Two significant factors limit your team’s ability to create content at scale - time and resources. The fact is that digital marketing teams are expected to produce greater amounts of content to match consumer demand. But meeting those expectations is a tall hill to climb.
First of all, traditional content production is based on long timelines to support large campaigns. In the old days, brands had long schedules planned months in advance to shoot TV ads or develop web banners. Those timelines are no longer available for the demands of social and digital consumption.
Social media is a real-time medium. Events occur in the real world, and responses to those events happen instantaneously across social networks. People have become accustomed to this format and expect the same real-time development among the brands and content providers they follow. They want ongoing updates in their social news feeds that feature interesting and creative content.
Therefore, the expectation placed upon digital marketing teams is to deliver those experiences with frequency and consistency.
However, creating content in an agile, almost real-time state of production is not scalable under traditional workflows.
Second, you need to account for how much time people will spend interacting with your content. Mobile consumption occurs almost as fast as social media marketers push content out across their various channels.
Take a look at this table describing the average amount of time people spend engaging with content across various channels.
As you can see, the amount of time people spend consuming social content via mobile devices is approximately 30 seconds. That’s the average amount of time you have to make people aware of your content and encourage them to engage with your brand.
Do you really want to spend excessive amounts of time and resources in production mode if people will only see the finished content for up to 30 seconds?
It’s Tough to Get Content to Market with Speed and Efficiency
Every digital marketer can relate to this challenge.
The expectation from brand managers and consumers alike is that every digital marketing team produce more content. But the reality is that limitations like time, budget, and internal resources for content production place significant limitations on your ability to go to market with frequency.
Suppose your brand has developed a new product or is launching a limited time offer on an existing product. Plans for those announcements will include what channels to use, targets for reach or engagement, and strategies that naturally integrate CTAs into each asset within the campaign.
How much of that planning revolves around the actual creation of the content required to sustain those campaigns?
This is one of the biggest frustrations facing digital marketing teams. There’s not enough consideration given to the actual creation of content, especially now in a world where social and digital channels are the dominant platforms for consumption.
As quick and easy as it is to share content on social media, it’s not as simple to create those pieces. Meeting demands for near real-time content promotion are even more difficult when production occurs through traditional workflows.
You Need Agile Technology to Streamline Content Creation
The reality is that creating content with speed and efficiency won’t get any easier unless the workflows adapt to modern times. People expect content in near real-time format, and you need a creative process that meets those demands - or comes as close as you possibly can.
So what is the solution? Technology.
Technology makes the entire content creation process more agile. There are many areas where humans can proudly claim to be experts, but technology improves workflows and introduces efficiencies in ways that people as a whole are unable to replicate.
A platform designed to connect you with expert talent who create on-brand visual content is a valuable asset. You can use technology to seamlessly guide your creative partners on how to produce on-brand visuals that best represent your brand in social news feeds.
Document and translate your visual brand guidelines into technical requirements to shoot content on behalf of your brand. You can use technology to share these guidelines with all members of your creative team regardless of geographic location. Provided everyone has the means to connect to the internet, you can ensure that all content is consistently aligned to your brand identity with speed and efficiency.
This model removes the frequent touch points between you as the marketing manager and the creative experts. The guidelines are available to review and the content can be uploaded into the very same platform for immediate review.
Many of the world’s largest brands have implemented agile technology solutions into their content creation workflows. In the end, these solutions resulted in faster turnaround times and accelerated marketing promotions.
Ready to introduce a little agility into your creative process? Book a demo with our experts to discuss how our platform can connect you to the best creative experts and build you a whole content library.