How To Scale Content Production Without Jeopardizing Your Brand

By Sim Samra

“So much to do, so little time…”

Famous words from every Marketing team ever.

We’ve all felt this way, but the reality is if you want your content to stand out on the web, you’ll need to scale your content production to meet your demands and stay ahead of your competitors.

No pressure, right?

Imagine that you could empower every person in your company to create the content they needed to succeed and give them the guardrails to avoid messing anything up.

You’d be able to scale without jeopardizing your brand. ‘Rogue’ content would be a thing of the past. Assets would be on-brand.

Balancing creative freedom and brand control

Of course, this requires that you have the right tools at your disposal because content scaling means a process can be optimized, shared across teams, and, perhaps more importantly, repeated.

“Here at Foleon, we know a thing or two about that,” explains Vincent van der Laan, our Creative Director.

“I’ve saved tons of work and time using the Foleon platform. With templates and theme controls, others in our company can create the content they need, leaving me with more time to focus on our brand and less time checking their work,” he says.

Since setting up templates and theme settings for various departments, Vincent has perfectly balanced creative freedom and brand control.

“People can edit the copy and visuals, rearrange blocks and pages, and create anything from ABM assets to marketing eBooks. And they don’t need me to look over their shoulders.”

Find out how Avison Young resolved content bottlenecks and empowered teams to create content on their own here.

Customizing an audience’s journey

Of course, having the right tools to create content is great, but building content based on where the consumer stands in the sales funnel is equally important, explains Ritesh Shoembar, a Performance Marketer at Foleon.

“We often create more than one version of a Foleon Doc for different segments of our audience — paid and organic audiences, for example. We do this to emphasize different calls to action for different groups.”

“For organic traffic that we can’t control as much, we’ll have a CTA to move them further through our education funnel. For paid traffic, over which we have more control, we might emphasize demo requests right away. This helps us to get the most out of our budget and resources.”

No more ‘rogue’ content floating around

As content creators, it’s understandable to be worried about the security around your content or to give others the ability to start designing new assets.

But you needn’t worry. A good content creation platform can help you manage all your internal and external content from a central place. With roles and permissions, you decide who can create, edit, publish and edit templates.

Jerry Virta, Content Ops Specialist at Foleon, says, “In other words, you can empower every person in a company to create the content they need to succeed, but also give them the safe and secure feeling that they can’t mess anything up.”

When your peers don’t have a passion for design

A great example of someone who lacks design skills but still knows how to create content that prospects can get excited about is Robert DeWolfe, who works in Business Development at Foleon.

I always ask prospects to send me one of their PDFs so I can create a Foleon mock-up out of their content. With the templates our designer (Vincent) set me up with, it only takes me 30 minutes to do.

“After seeing their content in a Foleon Doc, my prospects are usually interested in seeing more. Not only does this show how much more engaging their content can be, but it also proves that anybody — even those without design skills (like me) — can create content quickly and on their own. “

Scaling is more than just about growth

There’s no denying that scaling is necessary for business growth, but the bigger wins come in the form of scaling intentionally and cautiously.

This means providing creative freedom while ensuring brand consistency across the board, customizing an audience’s journey rather than creating content for the sake of keeping up with competitors, and empowering others to join in the process (even if they don’t have the design skills to back it up).

It does come down to having the right tools at your disposal to ensure that your scaling process can be optimized, shared across teams, and repeated effectively.

Want to learn more? Check out our Marketing Power Plays Guide

Foleon Guide

Marketing Power Plays

Whether you’re in content, comms, or demand gen, here are some novel tactics from Foleon’s Marketing team.

Get the full guide

Sim is Foleon’s content marketer and is one of the Foleon blog’s main curators. She’s usually hard at work unearthing headline-worthy content marketing trends.

Want to write for the Foleon blog? Here’s how to submit a guest post.

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