A centralized content library of creative assets saves marketers and designers time, resources, and money on every campaign. Here’s how.
The function of marketing is to generate interest and demand in business. Enterprise marketers use content to create consistent consumer demand. Demand allows sales to convert leads into opportunities. Business leaders rely on marketing to build a thriving demand engine. Together, these objectives yield new possibilities to grow the brand.
Marketers need to be agile to achieve those goals. They need resources to produce demand-driven campaigns in an ongoing capacity. One of the most valuable tools in the toolbox is a fully stocked content library. A content library stores all visuals, videos, gifs, animations, and any other content in one location. Marketers pull the right resources, at their own convenience, from one easily accessible hub.
Easy access to content helps marketers shift their bandwidth towards more pressing needs of the business. Teams are confident that the creative development process is agile and scalable. In the end, the benefits of a fully stocked content library are:
- Time saved on content creation
- Agile deployment of quality content
- Efficient management of internal resources
- Scalable development of marketing campaigns
Let’s take a look at each benefit in greater detail.
A Content Library Saves Time for Marketers
Image via stockstation.
Marketers, and content marketers in particular, need to save time and become more efficient. Successful teams have time for more pressing needs. Priorities belong to large-scale campaigns that drive substantial lead volume. So, marketing leaders who can build and sustain marketing partnerships will yield new opportunities. Time is best spent strategizing for these optimal campaigns, and less on the day-to-day production of content.
Enterprise brands and creative agencies use substantial amounts of content in any calendar year. A fully stocked content library is thoroughly loaded with combinations of:
- Premium stock photography
- High-resolution video content
- Collections of signature audio or music tracks
- Digitized gifs or animations
- Unique on-brand custom content
A wide variety of creative assets will flesh out any marketing campaign and help you achieve key objectives. You can find fresh content readily available for any creative project. A content library will reduce the time and production costs of creating content on an ad hoc basis. The time saved on production is time promptly at hand for broader, more strategic goals that drive sustainable demand.
New Campaigns Promoted with Speed and Efficiency
A demand-driven marketing team is agile and efficient. There’s little in the way of new business if marketing campaigns fail to bring in leads. That’s why agile and robust demand programs keep leads pouring into the funnel.
In-house teams have many best practices to speed up content production, and other best practices are specific to agencies. At the end of the day, the top concern for any marketer is to speed up content production. Campaigns that launch at faster rates have the potential to increase lead volume. A fully stocked content library allows teams to go to market faster with the right material for any campaign.
This is a great approach to content for seasonal times of the year. The winter holidays are only a few months away and are among the busiest times of the year for many businesses. That’s why marketers must be prepared to promote their products or services with seasonally appropriate content and campaigns.
A content library allows teams to prepare for seasonal promotions. Marketers can pick and choose assets that are most appropriate for the time of year. This helps content roll out for campaigns with speed and efficiency.
Shift Internal Resources Towards Larger Projects
Technology streamlines some productivity, but marketers still face significant limitations. Marketing teams are responsible for very aggressive growth targets. This is especially true for enterprise brands and agencies. Small marketing teams are often responsible for managing that growth.
This places tremendous pressure on teams. Marketers must deliver scalable results that feed the demand engine. But, if internal resources are strapped for time or bandwidth, it makes scalability incredibly difficult. Impromptu work requests slow creative designers down. Then, brand managers become frustrated when creativity is unable to progress efficiently. This causes unnecessary friction within organizations and reduces the amount of demand the marketing engine can build.
A fully stocked content library removes many content creation challenges. If new promotions require a quick piece of content, marketers can pull from existing creative assets in the library. Creative teams then have time for more pressing priorities, such as corporate branding or collateral for events. In the end, all members of the team become more efficient.
Marketing Campaigns Executed at Scale
Time savings, speedy campaigns, and efficient resource management all add up to scalability. Marketers seek to minimize the amount of bandwidth it takes to produce content. Afterwards they can implement and launch campaigns at scale.
Demand-driven campaigns scale and increase opportunities for leads or conversions. Consumers want new content to capture their attention. Brands that go to market with fresh creative assets keep their followers continuously engaged. Building brand awareness and customer engagement also drives people towards becoming new customers.
Agile marketing campaigns keep consumers engaged with the business. If content becomes stale or repetitive, people lose interest in the brand promoting those assets. A robust and agile creative machine produces new content at automated rates. Teams that create content at scale keep promotions on track and on target.
Top image via Kawin Ounprasertsuk.