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As companies grow, more departments are created. What might start as a small group of employees wearing many hats can rapidly become a Sales team, a Marketing team, an Executive team, and more. Each department has its own needs and priorities — and can even grow to house multiple teams.
Growth is great. The information silos that naturally grow alongside new departments? Not so much. Different teams may be sharing different branding and brand messages; work can easily be duplicated; and the chances of errors increases.
Centralized content creation is the key to breaking down information silos. In turn, your team can minimize errors, achieve effective brand growth, and improve productivity.
Content marketing is the backbone of any growth-focused company. Marketing content can include Sales playbooks, material to be left behind during pitch meetings, price sheets, blogs, social content, FAQs documents for troubleshooting your brand’s offerings, and more. Content that accurately reflects the business and also grows brand awareness is essential for attracting qualified customers. Clear, helpful content aides Sales and prospects during the decision making process. Collateral can further equip customer-focused teams in keeping clients happy. Because every team at a company needs good content, the creation and ideation should be a collaborative effort.
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When a company’s teams are siloed, content creation becomes difficult and, even, detrimental to a company. Teams do not have the right information available to make accurate content decisions, and duplicate work is created.
So, if content creation impacts every single aspect of a company, what happens when a company’s teams are working in silos? Teams do not have the right information available to make accurate content decisions, duplicate work is created, and content creation becomes difficult and, even, detrimental to a company.
Communication becomes inefficient when an organization functions within silos. Two very common examples of this include the correct information not being shared with the right people and repetitive meetings and/or too many meetings.
Inefficient communication between different departments can lead to flawed decisions, making efforts to grow the business unfruitful. Additionally, inconsistent communication across departments interrupts project management, leading to the adaptation of undesirable practices.
In turn, inefficient communication can lead to individuals unable to find the right information and content, which directly impacts performance and productivity.
Let’s use a specific scenario to understand the problem better: the Executive team updates product pricing and tells Sales, and then Sales communicates this to potential customers. Meanwhile, Marketing was not told about the new pricing, so, when asked to create pricing collateral, the website and PDFs are made with inaccurate information. Not only has a team spent time on work that cannot be used, but there is now also the risk of inaccurate brand information being distributed externally.
Teams can also duplicate work when content creation is not centralized. For example, if Marketing stores demo videos somewhere that is not accessible to the whole organization, Sales may start working on their own. Digging into the issue further, if Sales wants to update or personalize that demo, but cannot access the original assets, they need to start from scratch.
When teams are not working collaboratively, there’s a strong possibility that their software does not either. A large tech stack means teams have to go through additional steps to transfer information between platforms and the company is allocating more budget for more vendors.
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The marketing teams can help prevent information silos by centralizing content management. Centralized content management helps to establish workflows in which crucial information is shared and all departments work collaboratively.
Here’s how to achieve this:
A content calendar will ensure every department has a written schedule of when and where upcoming content gets published. It helps all the team members remain organized and access the same information.
Also, your marketing team can introduce a centralized hub where team members can access, store, or produce content ideas. The centralized hub can also help with project management and ensure stakeholders collaborate to achieve the main goal. In particular, when dealing with video content, having raw clips, video assets, and finalized videos in one place that everyone on the team can access reduces inefficiencies and redundancies.
End-to-end digital creation tools ensure fewer digital tools and less uploading and downloading to transfer assets between stages of a project.
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By integrating the right tools into your company’s tech stack, it’s easy for teams to create videos without disrupting budgets or workflows.
The centralized content management system has a lot of benefits for organizations. The main benefits include the following:
Your teams’ productivity level increases with better collaboration, communication, and easy access to information.
Time-to-market is crucial for marketing teams, particularly with video campaigns. Teams can responsively and quickly create video content when all stakeholders know accurate, crucial information and also know where already created content is stored.
If there is better communication and collaboration between departments, the team members work peacefully. This improves their creativity levels as the team has clear information about what content is right for the organization.
It’s also easier to adapt to new marketing strategies after understanding the main objectives of the organization and clients’ and prospects’ needs. You can adopt new strategies when armed with a clear vision and more streamlined workflows.
Ready to arm your team to grow through productive, collaborative content creation? Record video online today with OpenReel’s end-to-end video creation software.
