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Industry 4.0: the transformation of quality management in manufacturing

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Building a knowledge-driven organizational culture – how does it work?

The ultimate guide to solid knowledge management

The ultimate guide to solid knowledge management

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Why WoodWing

How we help

icon-woodwing-enterprise-information-management-eim

Enterprise Information Management

Take charge of your content and information with Enterprise Information Management

icon-woodwing-unlock-your-potential

Unlock your potential

Unlock your potential with WoodWing's innovative solutions

icon-woodwing-content-orchestration

Content Orchestration

Managing content at scale has never been easier or more profitable

Solutions

Content Creation

icon-woodwing-content-creation

Content Creation

Collaborate and create high-quality channel-neutral content

icon-woodwing-dam

Digital Asset Management

Manage and distribute digital assets for streamlined content

icon-woodwing-multichannel-publishing

Multichannel Publishing

Maximize reach with seamless multi-channel content publishing


Content Management

icon-logo-woodwing-document-management

Document Management

Centralize and control your documents, ensuring secure access

icon-woodwing-information-management

Information Management

Become more agile, reduce risks and benefit from available data

icon-woodwing-knowledge-management

Knowledge Management

Share knowledge for better collaboration and productivity

icon-woodwing-process-management

Process Management

Document and optimize business processes for greater efficiency

icon-logo-woodwing-quality-management

Quality Management

Ensure consistent and compliant quality standards for your organization


Content Services

icon-woodwing-creative-workflow-services

Creative Workflow Services

Unleash creative potential with tailored support from experts

icon-woodwing-digital-publishing-service

Digital Publishing Services

Enhance digital publishing strategy with expert services

icon-woodwing-integrations

App Integrations

Integrate WoodWing seamlessly into your existing tech stack

icon-woodwing-cloud

WoodWing Cloud

Experience stress-free hosting, software maintenance, and more


FEATURED CONTENT PIECE

Der Spiegel

How one of Germany’s largest news publications increased editorial and production workflow efficiency using WoodWing’s publishing software.

Read this case
Products

Take charge of your content

WoodWing Studio

Streamlined content creation and multichannel publishing solution

WoodWing Studio

Collaborative content creation and multichannel publishing solution that simplifies workflows and streamlines production processes.

Assets Logo (base)

Enterprise-grade digital asset management for streamlined workflows

WoodWing Assets

Enterprise-grade digital asset management solution that streamlines your creative workflow and simplifies collaboration among team members.

WoodWing Swivle

Cloud-based DAM for seamless file management and collaboration

WoodWing Swivle

Cloud-based DAM solution for managing, sharing, and collaborating on digital files from anywhere and on any device.

WoodWing Scienta

Simplified quality and process management for regulated industries

WoodWing Scienta

Quality management platform for regulated industries that simplifies compliance, knowledge sharing, and collaboration.

WoodWing Xtendis

Secure digital archiving and document management system

WoodWing Xtendis

Digital archiving and document management system that allows organizations to store, manage, and access their digital assets securely.

Connect Logo (base)

Powerful integration suite for seamless connectivity and automation

WoodWing Connect

Powerful integration suite, including APIs, webhooks, plugins, and the best-in-class iPaaS solution (powered by Workato).

WoodWing Smart Styles

Efficient plugin for enhanced Adobe InDesign design workflows

WoodWing Smart Styles

Plugin for Adobe InDesign that streamlines design workflows by allowing designers to apply predefined styles quickly.

Industries

We know your challenges

icon-woodwing-agencies

Agencies

Optimized workflow, improved collaboration, and brand consistency

icon-woodwing-finance

Finance

Modern document and quality management helps you manage risks and improve processes

icon-woodwing-franchise

Franchise

Ensure unity with document, quality, and knowledge management

icon-woodwing-healthcare

Healthcare

Always access the latest version of each process, protocol, guideline, or agreement

icon-logo-woodwing-housing-corporations

Housing Corporations

Document management from context, always up-to-date, complete and accurate documents

icon-woodwing-manufacturing

Manufacturing

Consistent branding, accelerated launches, and integrated content management

icon-woodwing-publishing

Publishing

Efficient content creation, collaboration, and multichannel publishing

icon-woodwing-retail-ecommerce

Retail & eCommerce

Streamlined catalog and marketing content production for faster time-to-market

icon-woodwing-transport-logistic

Trade & Logistics

Increase efficiency with process, document, and quality management

Featured content piece

Bavaria

How Bavaria significantly improved its global brand management.

Read this case
Inspiration

Learning centre

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Success Stories

Read success stories from trusted organizations that rely on WoodWing's solutions

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eBooks & Whitepapers

Dive into in-depth knowledge with our comprehensive digital publications

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Videos

Lean back and enjoy one of our educational videos

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Events & Webinars

Meet us in person or virtually at one of our events or webinars


Latest articles

Industry 4.0: the transformation of quality management in manufacturing

Industry 4.0: the transformation of quality management in manufacturing

Building a knowledge-driven organizational culture – how does it work?

Building a knowledge-driven organizational culture – how does it work?

The ultimate guide to solid knowledge management

The ultimate guide to solid knowledge management

View all blog articles

Featured content piece

Medium Rare

How Content Agency Medium Rare delivers better client experiences and outcomes with WoodWing.

Read this case
Company

About us

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About WoodWing

Discover our company's vision, mission, and innovative solutions

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Job opportunities

Explore exciting career opportunities and join our team

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Stay updated with our latest company news and announcements


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Home Inspiration Blog | WoodWing

Multichannel Publishing

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Agencies

3 minutes of reading

How Content Orchestration can help marketing agencies win and retain business

A survey of 600 agency and in-house creatives reported in Campaign Magazine highlights some significant challenges facing the industry.

Shape

The speed at which teams are expected to work, the volume of work required, the increasing number of marketing channels, client communication, and adapting to new technologies that change the way teams work are seen as key challenges. Almost certainly related to these, retaining and supporting creative staff is also seen as a key challenge. 

These challenges are not to be underestimated. But what if there was a way to not only overcome them, but use them to your strategic advantage - enabling you to grow and thrive even as marketing budgets shift online and Covid wreaks havoc?

Creation is at the heart of agency life

Every day, agencies around the world create and share countless concepts, images, designs, copy, content, video, and other expressions of creativity. And from the freelancer working in their makeshift office to the largest agency in New York or Shanghai, every one of these types of creativity needs to pass through some kind of workflow. Frequently, approved versions need also to be available to select people inside and outside the agency, and older versions need to be taken offline so that they are not inadvertently used. 

Sometimes, these workflows are simple - a small team with a copywriter, designer, and client, for example, can work together on a Google Doc and Adobe CC to efficiently create any collaterals they need. But more often than not, tasks, workflows, and approval processes are ad hoc and involve different stakeholders. Frequently, different tools are used. And even for large teams working on recurring projects such as magazine-style content, different stakeholders or other unforeseen events can disrupt what would otherwise be predictable workflows.

Slaying the Content Spaghetti dragon

These unstructured, or under-optimized workflows are what we at WoodWing call “content spaghetti.” We use the term “spaghetti” since it neatly describes the loose ends, lack of structure and visibility, and general mess.

blog-body-agency-content-spaghetti

Content Spaghetti in an agency setting

Content spaghetti puts pressure on people. If we look at the results of the survey above, speed, volume, challenges around creating for different channels, working with new technology, and even client communication issues are results of content spaghetti. And the pressure it puts on people is one of the reasons agencies have a challenge retaining talent and building sustainable businesses. But Content Spaghetti is also a massive, underleveraged opportunity to ease these pressures and improve productivity.

Orchestrate your way to growth 

As content spaghetti is the problem, the opposite - people and tools working seamlessly together to plan, create, manage, and distribute content - is the solution. We call this approach “Content Orchestration,” and it can help agencies solve not only the immediate challenges around content spaghetti, but also thrive in this challenging environment.

1. View technology as an ongoing investment

A strong technical setup will be a modular system, made up of integrated tools for different parts of the creative value chain, such as task management, design, copy and content, file sharing, and so on. These tools drive efficiency by being tightly integrated with one another - enabling your creative, account, and even external stakeholders to work primarily within the solutions they feel most comfortable.

As new technologies or tools become available, individual parts of this system may be upgraded or swapped, so this kind of setup requires ongoing investment and collaboration with your IT team.

blog-body-agency-content-orchestration

A simple, hypothetical example of Content Orchestration for agencies  

2. Leverage your hive mind for efficiency gains

According to workflow expert Kilian Schalk, “most organizations don’t take advantage of the resources and knowledge they have within their own teams. A huge amount of expertise regarding workflows and how to improve them goes untapped if there is no structured way to get it out of people’s heads and into practice.” Speaking to people with their hands on the work and getting their insights into where workflows break down and how they can be improved can already provide a number of ways to streamline and strengthen your creative processes.

3. Test small-scale ways to improve before rolling out to a wider group 

You may consider working with one team or unit to test out new tools, gather feedback, and identify best practices before rolling out to the wider organization. This will give you the opportunity to iron out kinks before large-scale deployment. But there is another advantage. Your users will generate word-of-mouth buzz internally that will inspire enthusiasm and buy-in prior to rollout. As your first iterations roll out, it’s important to continue to gather feedback from users, optimize workflows, and look for areas to improve.

In agency land pitches are won and lost on how creative ideas solve clients’ business problems, and the value of the agency is judged on the quality of its creative execution. If there is little to separate creative ideas and expertise, pressures on margins and people follow. With Content Orchestration, improved efficiency, tried-and-tested workflows, and battle-tested, integrated systems can be a key differentiator to win and retain business.

Shape

Published on October 22, 2020

Rhys Wesley

News junkie and content marketer, observing how brands are behaving like publishers, and publishers are becoming more like brands.

Back to the overview

The marketer's guide to Content Orchestration

Workflow and tooling insights for content processes.

Brands have countless ways to connect with their audiences through the power of stories. But as expectations evolve, you face a challenge: how to adapt to the growing content demand while maintaining - or increasing - the speed and quality of output.

Get your copy

23 pages of quality content

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