5 Simple Ways to Optimise Your Content Creation for 2023
2022 has presented content creation studios with an array of obstacles in their pursuit for the highest quality, balanced with cost efficient and timely PDP productions. Even though it shouldn't be seen as an opposing force, there is a lot of comparison and competition from GenZ creators who can create amazing content on a shoestring budget with seemingly endless creative freedom.
The traditional studio method of slowly ingesting Product and then taking days or weeks to output the final product looks challenged with the immediacy of TikTok and Insta Reels.
It can be extremely difficult for content creation studios to keep up with the competition, maintain PDP focus, develop testing initiatives, and evolve brand stories. In 2023 how can Studios keep up with the ever-changing landscape of creating visuals that match brand narratives and meet the demands for quick PDP turnaround?
“studio management software is essential for dealing with complexity in 2023”
In order to be successful in 2023, it is key to understand how to optimise the Process Map and studio workflow.
By leveraging proven best practices and taking advantage of existing technologies such as software tools, automation and AI, studios can maximise their resources while delivering quality results with less effort.
In this blog post, we will discuss 5 simple ways you can optimise your content creation studio’s workflow in 2023.
“if you dont have any experts in process improvement, take a Kaizen approach and look at desired outcomes”
1. Create templates or Process Maps for commonly used types of content.
Many of the studios we talk to produce excellent work, but their processes have grown organically and are often undocumented. Diversifying your content channels by creating a premium label, x-label, and private label may have been done for historic reasons, but it often creates multiple, similar content types; each one with its own process flow or channel of additional complexity. Whilst brand diversification may be truly necessary it can pay to be rigorous and ask which can fit into master Process flows? To fix this issue the goal should be streamline the number of channels and develop a comprehensive Process Map for most content types.
If you don't have any experts in process improvement, take a Kaizen approach and look at common desired image outcomes. By mapping out and documenting a complete Studio process flow, you will be able to see all potential outcomes, both negative and positive. This includes errors, rejections, wrong samples or sizes of products, and the troubleshooting steps needed to solve them.
Don't forget to share your confirmed plan with everyone who needs to know, (including external customers or partners), and make sure you stick to the Process. Being rigorous here will allow you to question what will be most valuable in-house steps and what can be automated or outsourced while performing this task. This way, you can streamline your process and maximise efficiency.
“short term process change decisions can have negative consequences”
2. Define a clear process flow for Outlier content creation and stick to it: Reactive studios face the most challenges.
Adopting temporary processes to deliver content in response to constant demands is a dangerous route. Although making a short-term process change decision may make a brand happy, it can have several negative consequences such as decreased team morale, inconsistency in meeting goals, and high levels of tension which often lead to an increased turnover rate.
To respond to new requirements Studios need to have clearly defined Process maps, and an agreed way to import new requests without impacting everyday production. Of course in 2023 its not possible to just say no to new content demands and every studio wants to help build brand story.
What is the goal when addressing new requests? To quickly ascertain the main content output, the cost and complexity attached to any potential change, and the predicted ROI. It is important to be transparent with those requesting change about the timeline of the asked-for changes. Are the changes part of a long term strategy or just a short pivot? The next stage should be to work on creating a specific rapid process channel that will help you move quickly and make changes without disrupting your content production schedule. For example, allocating more resources to channels that directly contact fast reaction teams directed by Production (not from outside of the studio). However, this strategy will only be effective if there is a pre-existing and well developed process map of the studio for all content types.
“establish the content baseline and who the owner is”
3. Establish standard operating procedures for approvals and reviews.
Unwanted feedback can be incredibly discouraging for studios, and it can happen at multiple levels for several reasons. There is an easy way to avoid this: establish what the content baseline is and communicate it outward. Create clear owners and once this is in place, trust them to review all content against the baseline to ensure accuracy and quality. If possible, time this as closely to when you create your content. Next day QA reviews may work for some Studios, but others may already have their product outbound and on its way to being shipped. The approval process is just as important as any other part of content creation, and it's cheaper to include this in a single product flow from the start rather than have to reject something later and pull it back into a new flow. When creating QA timelines, be sure to build them into the Process flow map and test what breaks. Automation is often a great step to a smooth QA process, but elements of scripting can be key in getting there.
“amazing studios tools have been built using huge amounts of data and learning”
4. Use studio workflow management tools to keep everyone on track
The most crucial tip we can provide is this: studio workflow tools are essential.
A studio management tool is necessary for anyone who wants to up their content creation. With a workflow tool, you can track and manage sudden requests as well as get an insight on the cost feedback. Data provides a coherent and constructive way to connect with others.
There are some amazing tools available now that have been built using huge amounts of data and client learning. Contact us to discuss what may suit your needs.
After discussing your Studio teams specific needs, book a demo and get your IT team on board (without their support you won't get anywhere).
Route 2, is the more difficult route that 'developed in-house.' Of course it can be effective, but you need a lot of resources like dedicated studio teams to provide feedback. Additionally, there's a greater risk that implementation and testing will affect live operations.
“Visually communicate and focus on standards from day 1”
5. Train new team members diligently on the workflow and standards.
With the explosion in diverse content creation, it is essential to standardise processes, document them, and create materials that new team members can easily get onboard with.
If standards are either collecting dust in a forgotten folder or only known to your most experienced team members, they might as well be nonexistent. Focus on standards from Day 1 of onboarding. If you want later buy-in and focus from a new team member, it's important to set standards early on. With this in mind, consider who on your team is a visual learner, who benefits from a buddy system, and how you can configure your studio to provide concise visuals that are easy to understand. Think about how you can involve a graphics team from the brand marketing team to help with your project. Floor markings, rails with clear indicators, and easy-to-view product workflows are all great ways to make things more visually appealing and easier for people navigate. Incorporate visual standards into the spatial quality and layouts of your Studio.
IN SUMMARY
Content creation is a critical and complex process that requires careful planning and execution. In 2023, online companies will face even more pressure to be efficient with their time, create content that resonates with their target audience, and reduce overall costs. This will require them to create visual content in multiple tones of voice for a variety of distinct groups within their brand community. Studios can meet this challenge by really focusing on Process flow, looking at the bulk content, the outlier and the priority channels.
A well-tested, documented, and communicated process flow can help to remove destabilising forces. Creating a process map may seem like an daunting task, but it can actually be beneficial to every team member and help improve their sense of positive outcome each day.
To face the content challenges of 2023 head-on, start with the five steps above.
If you find you need assistance along the way, don't hesitate to reach out to us.