Streamlining Content Production Workflows

In this clip from our webinar Steamlining Multi-Channel Content Delivery, Aquafadas' Stéphane Dayras, and PwC's Jean-Paul Bouteloup discuss the importance of understanding your workflows, and how this can improve your multi-channel content delivery capabilities.

[Stéphane Dayras] So, yeah, after this, I think Jean-Paul said it very well, and very clearly at the very beginning of this webinar. When you get to multi-channel content delivery, it's very important to embrace all the people who are, let's say, responsible for the content and some steps. And this is why it's very important to define first of all your workflows.

The processes you have internally, before you get any new tool or any new technologies or whatever, it's very important to identify exactly the different steps your content gets into, and also make everyone aware of their role. Because when you look at such a sequential or linear workflow like this one, which is a very standard one, getting from initial brief to the final "approve content", you have multiple people involved, and any point can be a break point.

So anyone can get out or doesn't do the right step at the right time, then your workflow gets stuck. So that's why; define it, and also assign the proper ownership and responsibilities to each member of the team is very important. This is just about the content creation itself, but when it gets a bit more complicated, is when you want to deliver that content. Because you created the content, it was approved, which is already a very first step, and the second step is now to deliver it to your audience - the famous targeted audience that we introduced before. So you have an assembly of images, text, documents that you want to push to your websites, to your mobile apps, and many new channels coming up now, because you know that this is the age of IOT and also wearables, so you would get to get your content to multiple channels, even those that you didn't expect as of today.

And you see that, let’s say, black box in the middle, which is “how do I get into that", "how do I transform all this content", and as much as possible - in an automated way, because - as Jean-Paul was saying - you need to reduce the time to market of your products and the associated content and services. And this is why you definitely need to get ROI on that aspect, and automate as much as you can, which is also part of our toolset capabilities for instance.

[Jean-Paul Bouteloup] Maybe I can add a point about this workflow

[Stéphane Dayras] Sure

[Jean-Paul Bouteloup] It's one of the collateral effects of the changes with this kind of transformation is for our graphic team to be [closer] to our clients, because they have a better understanding of the usage of that content, because they can publish directly on the website, they can publish directly on the web app, and they can see it's very easy for us to have access to some statistics, and they can improve the quality of their production, only because they have direct access to the information. They have direct access to the website, they don’t have need to send it to the web content team, and they don’t [need to] understand what's happened in the content web team, but they have direct access to the mobile app. so they transform their knowledge and they transform their skills to improve their capabilities to help the marketing team - not only to execute.