How can you effectively deploy your digital strategy on an international level using the Content Factory?
Between an abundance of distribution channels, the need for global consistency and a constantly decreasing budget, the production of texts, images and videos has become (very) complex. Adding an international dimension to the issue only makes it more complicated. The solution to this increasing difficulty is called the Content Factory.
The Content Factory is the solution, but what is it exactly?
The answer lies within the challenges it faces: to find a method to produce all content for a brand or group that is adapted to each of its local markets without compromising quality and while optimizing the budget.
The Content Factory, therefore, aims to redesign the creation, production and management of content in order to optimize it, improve its usage rate and more easily and efficiently manage its deployment flow.
The aim isn’t to harmonize and standardize content creation. Instead, it’s about having a tailored yet industrial approach so that content for all countries can come together.
Produce everything successfully?
What are the benefits of the Content Factory?
• Reduction of time to market for the launch of new content
• Optimization of costs
• Guarantee of better content reuse
• Respect for the brand’s image on an international level
• Acceleration of a company’s digital transformation
How do you choose your Content Factory?
There is no fixed model for a Content Factory. It has to adapt itself to the culture and communication needs of a group. Sometimes, this means changing certain structures within it, while keeping up with the digital transformation.
Modeling your Content Factory means identifying the right internal organization and choosing the right ecosystem of external partners. The goal is to organize workflows based on requirements and budget lines.
A wide range of models is available, but here are three examples:
The In-House Content Factory: Regulated management by running a studio in-house, for example. However, planning for external post-production is still recommended, so as to benefit from variable bandwidth.
The Hybrid Content Factory: Tailor-made with one or more agencies specialized in your sector(s). The most important thing is to be able to keep production as a central element to optimize it for the overall requirements.
The 360° Content Factory: This allows you to create multi-brand content, streamline specific requirements between countries, think local from the creative phase of a campaign, all while supporting a communal platform to generate strong synergies.
To answer the question: choosing the right Content Factory model is up to you!
Identify synergies, streamline requirements, optimize teams
How can you set up a Content Factory?
Setting up a Content Factory is a strategic issue which is built around two preliminary stages:
1. Mapping out the group’s organization
2. Defining the RACI (Responsible, Accountable, Consulted and Informed) and the project workflow
Its implementation requires effort at all levels and good change management. It is a flexible solution that evolves over time depending on the needs of the group, the necessary strategy and market trends.
Setting up a Content Factory must be accompanied by other significant elements of digital transformation at an international level: the implementation of tools (PIM, DAM, SAM) to facilitate the dissemination and adaptation of content on all channels, the work on brand exposure, the collection of data to analyze markets and the analysis of KPIs to guide the brand strategy.
What’s next? The pleasure of creating and understanding a range of formats and seeing your audience connect with content that is better adapted, richer and more relevant.
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