Get More Done in Less Time: The Marketer's Guide to Workflow Optimisation

By Jodie Byass

Marketing demands agility and efficiency. As marketers we juggle numerous social media platforms, churn out ever-increasing content volumes, and strive to stay ahead of the curve. Yet, most of us feel our performance could be better - we could reduce our version count, utilise our resources better, collaborate with other departments more effectively... the list goes on.

I have witnesses over my years in the industry that well-defined, streamlined marketing approval workflow can be your secret weapon to achieving some of these objectives.

Think of your marketing workflow as the invisible conductor of your creative orchestra, ensuring all instruments (teams, stakeholders) play their parts in harmony. A smooth workflow streamlines content creation, from initial concept, briefing, resource and task allocation to final approval. It fosters collaboration, minimizes revisions, keeps projects on schedule and within budget, and ultimately, elevates the quality of your marketing campaigns.

Understanding Your Creative Approval Workflow: A Deep Dive

Every brand has a unique creative journey, and so does its marketing approval workflow. It's a series of touchpoints that map the progress of your marketing materials, from conception to final approval and launch. While the core elements might be similar across organisations, the specific steps and participants will vary.

Unveiling the Bottlenecks:

Understanding your current workflow is crucial for identifying areas for improvement. Here's a deeper dive into some common roadblocks that can derail your marketing efforts:

The Briefing Breakdown: Vague or incomplete briefs set the stage for misunderstandings and revisions. Imagine an architect building a house without a blueprint! Clear, concise briefs that outline project goals, target audience, brand guidelines, and desired deliverables are essential for setting expectations and ensuring everyone's on the same page.
Revision Roulette: Endless back-and-forth communication between designers, copywriters, and reviewers can be a major time suck. Without a defined approval process, feedback loops can become chaotic, leading to frustration and missed deadlines.
The Stakeholder Shuffle: Overlooking key stakeholders, like legal or compliance teams, can lead to delays or even campaign derailment when last-minute revisions are necessary. A well-defined workflow ensures all necessary parties are included and involved at the appropriate stages.
The Deadline Dash: Rushed projects often lead to missed deadlines, compromised quality, and budget overruns. A structured workflow with clear deadlines and milestones keeps everyone accountable and projects on track.
Tool Time Warp: Clinging to outdated tools like email and spreadsheets for communication and version control can create a communication nightmare. Modern marketing workflow software streamlines collaboration, centralizes information, and simplifies asset management.
Lost in the Labyrinth: Misplaced files and lost assets waste valuable time and resources. A robust Digital Asset Management (DAM) system ensures everything is organized, easily accessible, and revision history is transparent.

Optimizing Your Workflow for Efficiency and Collaboration: A Deep Dive

Once you've identified the bottlenecks in your current workflow, it's time to roll up your sleeves and craft a workflow that fosters efficiency and seamless collaboration. Here's a detailed roadmap to guide you:

1. Standardise Your Process: Building a Blueprint for Success

Think of a standardised workflow as a detailed blueprint for your marketing projects. This blueprint should outline every step involved in content creation, from initial brainstorming to final approval and launch. Here's how to achieve standardisation:

Map the Journey: Visually map out the entire content creation process. This could be a flowchart, mind map, or a simple bulleted list. Include all the stages involved, from concept development and briefing to copywriting, design, revisions, approvals, and final asset delivery.
Define Roles and Responsibilities: Assign clear ownership for each stage of the workflow. Who is responsible for drafting the brief? Who creates the initial content? Who handles revisions and incorporates feedback? Clearly defined roles eliminate confusion and ensure accountability.
Develop Templates and Checklists: Create standardised templates for briefs, creative requests, and project timelines. These templates should include all the essential information needed for each stage, minimising the risk of missing crucial details.
Communicate the Plan: Once the standardised workflow is in place, communicate it clearly to your entire marketing team and any relevant stakeholders. This ensures everyone understands the process and their role within it.

2. Craft Compelling Briefs: Setting the Stage for Success

A well-written brief sets the stage for a smooth and efficient content creation process. Here's how to craft compelling briefs that minimise revisions and ensure everyone is on the same page:

Start with the Why: Clearly outline the project's goals and objectives. What are you hoping to achieve with this marketing piece? Is it to raise brand awareness, drive sales, or generate leads?
Know Your Audience: Define your target audience in detail. Understanding their demographics, needs, and pain points allows for the creation of content that resonates with them.
Brand Guidelines are Your Bible: Ensure the brief adheres to all established brand guidelines, including brand voice, tone, messaging, and visual identity.
Deliverables Defined: Clearly outline the expected deliverables for the project. This could be a social media post, a blog article, an infographic, or a video. Specify the format, length, and any specific requirements.
Call to Action: A clear call to action tells the content creator what you want the audience to do after consuming the content. Do you want them to visit your website, download a white paper, or make a purchase?

3. Define Your Approval Workflow: Streamlining the Sign-Off Process

Eliminate bottlenecks and delays by establishing a clear approval path. Here's how to streamline the sign-off process:

Identify Key Stakeholders: Pinpoint all the individuals or teams who need to provide approval at each stage of the workflow. This could include marketing managers, copywriters, designers, legal teams, or compliance officers.
Sequential or Parallel Approvals? Decide whether approvals will be sequential (one after another) or parallel (multiple stakeholders can approve simultaneously). Sequential approvals ensure everyone has a chance to weigh in, while parallel approvals can be faster. Choose the approach that best suits your specific needs and project type.
Set Realistic Timeframes: Allocate realistic timeframes for each stage of the approval process. This helps keep projects on track and avoids last-minute delays.
Communication is Key: Clearly communicate the approval chain to all stakeholders involved. This ensures everyone knows who needs to sign off and when.

4. Embrace Technology: Automating Tasks and Streamlining Communication

Marketing workflow software can be a game-changer for optimizing your workflow. Here's how technology can empower your team:

Centralised Hub: Consolidate all project communication, assets, tasks, and approvals within a single platform. This eliminates the need for endless email threads and scattered documents.
Automated Tasks: Automate repetitive tasks like sending notification emails, assigning reviewers, and managing version control. This frees up valuable time for your team to focus on strategic initiatives.
Real-Time Collaboration: Enable real-time collaboration through online proofing tools. Team members can provide feedback and annotations directly on content drafts, streamlining the revision process.
Visibility and Analytics: Gain real-time insights into project progress, identify bottlenecks, and track team performance through built-in analytics.

5. Communicate Effectively: Fostering Transparency and Collaboration

Open and transparent communication is the cornerstone of a successful workflow. Here are some tips to keep everyone informed and aligned throughout the project lifecycle:

Regular Team Check-Ins: Schedule regular team meetings (or use project management tools for updates) to discuss project progress, address any roadblocks, and ensure everyone is on the same page.
Open Communication Channels: Encourage open communication among all team members and stakeholders.This could involve using a communication platform, instant messaging tools, or simply having an open-door policy.
Document Everything: Maintain a clear and concise record of all communication and decisions related to the project. This could be through note-taking in meetings, using project management tools, or storing emails in a central location.
Proactive Communication: Don't wait for issues to arise before addressing them. Proactively communicate any potential roadblocks or delays to stakeholders as soon as possible.

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Empower Your Team with Admation

Recognising these potential roadblocks is just the first step. To truly unleash your marketing potential, you need solutions designed to empower your team. Enter Admation, a powerful marketing project management and approval workflow software.

Admation goes beyond simply automating tasks; it fosters a collaborative environment that supercharges your marketing efforts. Here's how:

Boost Productivity: Streamlined workflows free up valuable time for your marketing team. This allows them to focus on higher-level strategic initiatives that drive revenue growth, campaign innovation, and overall marketing effectiveness.
Gain Real-Time Visibility: Admation brings real-time project visibility to the forefront. See exactly where each project stands, with clear deadlines, task ownership, and progress updates readily available. This fosters accountability and keeps everyone aligned, eliminating confusion and delays.
Collaborate Effortlessly: Marketing success rarely happens in isolation. Admation acts as a central hub, breaking down departmental silos and fostering effortless collaboration. Admation facilitates clear communication through centralised messaging and task delegation. Everyone involved has access to the latest project information and can provide feedback directly on assets using online proofing tools. This ensures everyone is on the same page,projects move forward smoothly, and revisions are streamlined, saving valuable time and resources.
Get to Market Faster: In today's dynamic market, speed is king. Admation understands this, and its streamlined processes significantly reduce approval cycles. No more waiting days or even weeks for feedback – get approvals faster and get your marketing campaigns out the door quicker.

Key Features to Optimise Your Marketing Operations:

Granular Approval Workflows: Designate specific reviewers for each stage of the process, ensuring the right eyes are on the right content at the right time.
Real-Time Online Proofing: Provide clear and actionable feedback directly on assets using intuitive online proofing and markup tools.
Automated Reminders and Notifications: Keep projects on track with automatic alerts and notifications that nudge team members and stakeholders to take action.
Secure Digital Asset Management (DAM): Organize, store, and access all your marketing materials securely in a centralized location.
In-depth Reporting and Analytics: Gain valuable insights into project performance, identify areas for improvement, and track key metrics to optimize your marketing efforts over time.

The Admation Advantage: Empower Your Team for Success

By investing in Admation, you're not just investing in software; you're investing in your marketing team's potential. With Admation's intuitive tools and streamlined processes, you'll empower your team to collaborate effectively, operate efficiently, and achieve marketing goals with greater ease. The result? Marketing campaigns that resonate with your target audience, drive real business results, and deliver consistent brand messaging. Time to optimise your marketing workflows? Lets chat!