Getting a campaign live on time with the right content assets is crucial for success. But often marketers find it difficult to close premium assets like case studies /whitepapers on time with multiple SMEs taking longer time to review and sometimes giving conflicting feedback. How would you manage such situation?

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VP of Marketing2 years ago

The problem is that marketers often go to stakeholders at the last minute for feedback. Compounding the problem, is that stakeholders have unclear expectations regarding their role in the review process. Marketers need to establish the campaign plain, define stakeholder roles and get their buy-in all at the start of campaign planning. In particular, managers and senior executives should agree ahead of time whether they want to have "veto power" on the details of the content, or whether they are ok with providing feedback and allowing project owners to make final editorial decisions. There should not be any major content surprises just before a campaign is set to launch. 

CMO in Services (non-Government)2 years ago

Hi folks,

Cases studies and whitepapers are among the most difficult assets to get done, but they usually worth it because the results tend to be always better than any other type of posts/assets.

To help focus only in the "real content"of a case study, for example, and not the design or other aspects of it, we create and approve a robust Key Visual (KV) for the current campaign, product, etc. 

This visual guide not only respects but expands the brand's visual identity to meet specific campaign objectives, ensuring all stakeholders are aligned from the start. This minimizes conflicts and speed up the approval process for any asset created later on using the KV as a guide.

We also invest time in educating our clients and partners about the importance of KV and how it should be used to maintain visual and editorial cohesion across all campaign pieces. This approach has helped us optimize delivery and production times, maintaining quality and cohesion, and minimizing reworks. 

By implementing this strategy, we are able to ensure that premium assets are delivered on time, maintaining the quality necessary for campaign success. 

This methodology has worked really well for us and our clients, facilitating the entire process of creating, approving and producing any marketing materials.

Hope this can help.

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