How to stay on top of your ‘always on’ content.

How to stay on top of your ‘always on’ content.

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Marketers the world over wish the phrase “you had one job to do” applied to them. We all know the struggle to juggle hundreds of competing tasks is very real. And that reality means sometimes things fall through the cracks. 

Often, this includes updating ‘always on’ content and collateral we ticked off our to do list way back. This kind of content can include everything from pricing to disclosures to data sheets, product offering detail and much more. It can also extend to media involving complex talent rights or intellectual property usage, as well as limited content syndication terms 

Too often, there are no formal review dates for this kind of work. And if there is any kind of management, it’s usually through a cobbled together system of manual spreadsheets and creative asset share drives. The time it takes to police content and collateral this way is extensive, and frankly, prone to human error. 

Fortunately, we’ve created a better way. 

Introducing a structured approach to content and collateral reviews

IntelligenceBank has developed a dedicated platform designed with a singular focus: to make managing your ‘always on’ content seamlessly easy and consistently up-to-date. The recently launched Content and Collateral Tracker efficiently organizes every individual marketing piece with an automated review date and audit trail. Click below to take a tour now.

Here’s how it works


  • Upload your final artwork for assets that need periodic review into a dedicated library 
 
  • Tag each asset with a review cycle time period (e.g. 30/60/365 days)


     

  • 30 days before each asset is up for review, you will receive an email alert



     

  • You or a team member review the asset and share it with other collaborators for input



     

  • If any updates are required, a new version is loaded with a trail of approvals
 
  • The asset is then updated in the library as a new version of the asset and a new review cycle is started



 

  • Updated content can be pushed out to websites, media partners or printers directly from the library



 

  • A full record of the asset review and approval is kept for future reference, especially if audited
 

Why it’s important to stay on top of continuous content

 

To uphold your brand 


Your brand’s ID is formed in your customers’ minds by their many interactions with various touch points over time. Making sure each of your marketing materials, be it in-store merchandising, webpages, PDF brochures or videos aligns with the current evolution of your brand guidelines is critical. A brand’s image suffers when customers are presented with a mishmash of old and new logos, color palettes or dated imagery.
 

Align with business operations

There are some functional basics around your organization that need periodical checking and updating. This includes standard information such as phone numbers, website addresses and physical locations. But it can also include more complex details on pricing structures, product bundles or purchase processes that may become redundant over time.
 

Adhere to contractual agreements

 
There are often many ‘hands’ involved with the creation of marketing content. This includes photographers, talent, music, voice over and other artists. Anyone who’s had exposure to this type of collaboration will tell you the contracts around usage rights are often complex and more often than not, run out at different times.
 
Let’s take a simple poster as an example…
 
Hero talent – 12-month buy out for use in North America only. In store and web and social but not outdoor. Non-exclusive rights with extension renewal options.
 
Background talent – Buy out in perpetuity for use in any media.
 
Photographer – 24 month license for worldwide use with usage restrictions and conditions on permission to alter and edit. 
 
 

Avoid regulatory breaches

Staying on top of continuous content is a fundamental aspect of risk management in organizations where adherence to legal standards is non-negotiable. Any ‘live’ content featuring outdated product disclosure statements, pricing or other delicate fine print must be part of a regular review cycle.

This is particularly important in highly regulated industries such as finance, healthcare, or pharmaceuticals, where the financial consequences of non-compliance can be severe. Regulatory bodies closely scrutinize marketing materials, and any discrepancies or outdated information can result in fines, legal actions, damage to reputation, and, in extreme cases, the suspension of operations.

By regularly reviewing and updating continuous content organizations can ensure that their marketing materials align with the latest regulatory standards. This proactive approach not only mitigates the risk of legal consequences but also demonstrates a commitment to ethical practices and regulatory compliance. 

Content tracking and review tool helps track license agreements.

Benefits of centralizing and automating content reviews

 
  1. Reminders

    Centralized and automated content reviews include built-in reminder systems. This ensures that critical review deadlines are never missed, promoting timely updates and preventing content from becoming outdated.


  2. Collaboration with colleagues

    The Content and Collateral Tracker facilitates seamless collaboration among team members involved in the review process. With centralized access, your team can easily contribute feedback, make necessary edits, and ensure that the content aligns with collective objectives.

  3. Approval audit trail


    A centralized and automated platform maintains a detailed audit trail of the approval process. This not only enhances transparency but also serves as a valuable record, showcasing who approved what, and when. Such audit trails are essential for compliance and quality control.

  4. Version control


    Our platform ensures everyone is working with the latest approved version, eliminating the risk of using outdated or unauthorized content. Version control is, very obviously, crucial for maintaining consistency and avoiding confusion.


  5. Hold all information in one place


    Centralizing your assets and tagging them with supporting information all streamlines the review process immensely. When all relevant information in one accessible location that incorporates feedback, approvals, and historical versions, there is far less margin for error.


  6. Seamlessly launch updated content to your ecosystem


    Once content is reviewed and approved, the system provides a smooth mechanism for launching updated material across various channels. Whether it’s updating a website, sending out newsletters, or refreshing social media content, the process becomes efficient and error-resistant.


  7. Panoramic overview 


    When your review system is centralized and automated, it is far easier to get a birds eye view to track all live content. Dashboards provide visibility in real-time and allow stakeholders to monitor the status of different pieces of content and identify potential bottlenecks.
 
So if you haven’t already, it’s time to ditch the manual system for an automated streamlined solution that ensures your ‘always on’ content ‘always up-to-date’. 
 
If you’d like to learn more, contact us for a demo.

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