Long reserved for project and IT teams, the principle of workflows is extending its influence to Marketing & Communication Departments. The approach is already widely used to organize lead generation and marketing automation processes, but much less so in the organization of creative processes.
Discoverbelow the viewpoint of Thomas Larzillière, CEO of Keepeek.
Long, tedious creative processes
The benefits of workflows are still poorly understood.
I was able to experience this for myself during a recent demonstration of our platform. Focusing my presentation on the benefits of collaborative baskets and workflows, I noticed that the principle of creative workflows remained very abstract for my interlocutors. Yet the benefits of such an organization are real. There's nothing like a real-life case to illustrate my point.
Take the production of a white paper for a lead generation program. This type of project involves a number of different people, both internal and external, often located in different places. We have the marketing manager, the graphic designer, the corporate journalist and a partner (e.g. a polling institute to endorse the results of the customer survey). At the same time, we need to include the people responsible for validating the document, who may belong to different departments.
Of course, everyone's tasks are defined at the start of the project. But everything is set out completely manually. This results in a lot of email exchanges, endless meetings, and time wasted looking for the latest version of files and associated comments. It's precisely to avoid this situation that the use of an automated creative workflow integrated with a Digital Asset Management platform like Keepeek makes so much sense. The platform can handle all these steps, which would otherwise have to be handled manually, with regular reminders. Of course, beforehand, should define the stages, the people in charge of each one and the deadlines. Once this has been done, all that's left to do is set it up in the Keepeek DAM. In less than 10 minutes, you've created an automated, collaborative creative workflow.
DAM, a collaborative digital content management tool
Thanks to the workflow, each employee receives an alert in his or her mailbox, and knows exactly what needs to be done and when.
For example, the first step is to draw up the creative and editorial brief. The Marketing Manager drafts it, then uploads it to the platform. This centralizes everything in one place, eliminating the need for endless email exchanges and associated follow-up.
The graphic designer and journalist are then automatically notified of the tasks they need to carry out. They too can submit their graphic and editorial proposals in the space dedicated to the white paper project. Project participants can interact directly on the platform, commenting on proposals, adding comments and chatting in real time. No more bulky file exchanges that saturate mailboxes , and no more use of WeTransfer, which, far from being secure, only stores your documents for 7 days.
DAM optimizes digital projects
It's now easy to find the different versions of documents. So you can compare them and see if your requests for changes have been taken into account.
The use cases in marketing and communications are endless. Indeed, this type of workflow can be used to manage the creation of an activity report, a brochure, banners, email campaigns... All creative projects can be structured by workflow , and thus have their own storage and collaboration space. With simple, intuitive parameterization, this feature can be duplicated for each new creative project.
Youtoo can benefit from this feature , contact us to discuss it!
