How a Content Approval Process Went From 9 Days to a Few Hours:
The process of content approval often becomes a long pain.
Ask, remember and ask reviewers to comment. When you finally get what you need, the creators do the updates. Therefore, you should remove approved content approvers as soon as possible. And again, ask, remember and finally come to the basics before you publish it.
With all these concerns, it seems impossible to quickly publish content with trends, news, and other pressing topics.
According to a collaboration between Nativo and Hewlett Packard Enterprise (HPE), this is possible. I asked Tyler Holck, a leader of Nativo’s successful client team, to share the story behind their collaboration, which won the award for the most innovative content delivery strategy at the 2020 Content Marketing Awards.
What did they do?
Hewlett Packard Enterprise, a platform-as-a-service enterprise, has sought to elevate its thinking leadership above the traditional audience of information technology leaders and executives. While the team reflected on how to reach new audiences, they created a show with interesting content and real-time promotions.
To create compelling content, the HPE team has developed timely and relevant thought leadership. To reach an audience that already uses information on the topic, they have promoted the content through their own ads on premium sites.
One source – Deepfake Video: It Trains AI to AI AI – for example, responded to the conversation about fake news and videos circulating on the internet. People who clicked on a context-relevant ad in the publisher’s news feed went directly to the publisher’s website to an HPE infographic page. The page dynamically reflected the form, function, and behavior of the destination editor’s website.
Given the challenges of the approval process, how did you position and promote your content in a timely manner to be more relevant to your target audience?
Native and HPE have made it easy to create and approve content for popular topics as part of an initiative called RAD (Responsive Ad Reception Moments): the original version of articles on third-party websites.
How did they do it?
The standard ad creation and execution process took about nine days: two days for the ad and one week for the launch. But this time, it will not work well to promote content on important trends and topics.
To provide a few hours of feedback, the teams identified pre-approved HPE content that could be reused in new versions of personalized ads. This reduced the creation time.
The accelerated review process first included a tracking worksheet and email chain for approval. But everyone involved quickly realized that the magazine was not sure about the status of the ads in production and who at HPE was responsible for the next step. Several people also had to update the spreadsheet.
Perhaps the biggest challenge is the number of people involved. There were too many people to get clear and consistent feedback, and the process did not capture the nuances of everyone’s contributions.
To address this, they have reduced the number of reviewers and approvers and moved the review email approval series to a shared spreadsheet.
Only important decision-makers had access to the shared document, but that does not mean that others could not provide information. Instead, HPE collected feedback from internal stakeholders and appointed a person to include it in the shared document.
Finally, they simplify the process of creating, promoting, reviewing, and approving the content on a Trello board. A map is created for each step for which a decision-maker is responsible. Includes a feature to enable faster and easier communication between teams while working on their respective tabs.
The online monitoring committee concluded a weekly discussion with key team members to ensure that next week is on track.
“This efficiency has made it easier for Nativo to gain instant access to branded ads once it’s approved for use,” says Tyler.
The RAD program has revolutionized the way HPE responds to hot topics with relevant content through paid media campaigns.
How it works
The pilot project evolved into a content marketing engine involving HPE, Nativo, Edelman, Digital, and several other strategic agencies and vendors.
Between Q3 2019 and Q2 2020, HPE increased its original “moments” by 45%.
In return, operational and HPE performance standards have been significantly improved, including:
• CTR increased by 30% for Indigenous exhibits
• 10% higher CTR for native articles
• 15 seconds of content left
Ad-centric distribution has improved overall consumer reach and engagement. In late 2019, a survey by HPE found that HPE’s opinion increased by 15%, and the percentage of people who consider the company to be the leader in business technology increased by 12%.
Given the complex approval processes that many internal agencies and teams face, Tyler recommends getting the most out of approved content: “Understanding what content you have — and how to fix it” — is a good place to start. progress through the approval process. “
You still need to create new content. Follow the original model and HPE:
Stimulate open communication between all partners and stakeholders.
• Create rules for direct communication: shared free spaces, team competitions, etc.
• Use a shared tracker so everyone can see where a content asset is in the process and who is responsible for it. • Recognize when an instrument or process is not working properly and find a better solution