Avoid these two common content permission blockers hindering your workforce
If your organisation’s marketing department currently exercises a monopoly on content creation, you could be missing out on a valuable branding and promotional opportunity.
Breaking down the barriers to content creation gives you the opportunity to get more people involved in the creative process. In turn, this can assist you in building richer, more compelling marketing materials.
There are some valuable practical benefits to removing these barriers. After all, if more people are able to get involved in the process, it lessens the burden on your core marketing team, reduces the need for external input (e.g. expensive design & marketing agencies) – and means you can do more with less.
With all of this in mind, here’s a closer look at some of the barriers and blocks companies tend to have in place – and what you can do to remove them.
What’s the rationale behind content creation permission blockers?
The need for consistency. You fear that the more people you get involved in the process, the greater the chances of your message becoming confused – or straying into inaccuracy. The belief is that to speak with one voice, you should keep the content creation circle as small as possible.
Technical expertise: From the layout of paid banner ads through to optimising written web content for SEO purposes, you may feel that only certain individuals within the company have the necessary skill set to get it right.
Efficiency: Even if you were to open up the process to ‘non-specialists’, you fear that all that time you’d have to devote to drawing up briefs, providing guidance as well as editing and revising the work would mean that the whole approach just isn’t worth the effort.
What’s wrong with this approach?
The main problem is that it underestimates what individuals who operate outside of your marketing department may be capable of.
What’s more, it overlooks the fact that people in other departments might, in fact, be far better placed to produce the best results. For that ‘user hints and tips white paper’ you want to create, wouldn’t it be useful to get someone from product development involved? And as for employer branding in time for your next recruiting round, why can’t someone from HR take the lead?
A better approach involves opening up the process while ensuring that those very real concerns you have concerning content integrity, expertise and efficiency are addressed.
The blockers to remove – and the toolkit you need to achieve it
As a starting point, you should focus on breaking down the following two barriers:Access to design assets - This is your all-important ‘playbook’: that central stack of templates and imagery that you put to work across your campaigns – as well as guidelines on the tone of voice.
Social media accounts - These are the voice of your company – so why restrict this to just one person? More people directly involved in the curation of your social presence can result in a much more compelling offering.
What we’re talking about here is a democratisation of the content creation process. But to get it right, you need to give your people the right toolkit – and this is where Papirfly comes in.
It gives you not just a brand hub but also the content creation tools your people need to start putting together their own assets – without the need for technical expertise. Delivering speed, consistency and great looking content, it’s exactly what you need to open up the process.