Workflow That Works - Accelerate the Content Lifecycle Without an Operations PhD
Note: this is the 6th post in our series on thriving in the content tornado. Previous posts focused on:
- The content tornado
- Gaining adoption for solutions
- The folly of trying to centralize all your content in one place–and what to do instead
- Leveraging cloud power and cloud services to make DAM easier and more effective
- Cutting costs and getting better return on assets–3 customer case studies
Workflow is a touchy subject. One advertising agency CIO told me recently that everyone wants workflow until they get it. Then they hate it and don't want to use it.
Any yet, we clearly need something to help us manage the deluge of projects, tasks, deadlines, and ad hoc requests that clutter the days of creative teams and marketing managers everywhere and slow down the content lifecycle. In my first blog of this series I talk about how much manual collaboration is going on today. At best, folks are using ad hoc tools for small teams, like Asana, Wrike, or Trello.
The truth is that the creative workflow tools that exist today aren't native or well-integrated to the systems that manage the content. The enterprise-level tools sold by content management vendors are really hard to use, and they often require a lot of customization, making changes a nightmare.
Here are a few examples that show how doing workflow right can make your life easier.
The first example is a creative review and approval process. Here's the team:
Alice has engaged Josh, a photographer, for a photoshoot to get images for the campaign.
Since Josh is an independent-minded guy who likes to do things his way, he prefers Dropbox to logging in to some new system for every client.
He posts his shots to his Dropbox account, and the Nuxeo Platform automatically indexes them – without moving the images themselves – and adds tags automatically using the Nuxeo Vision cloud service.
With high performance and user-friendly search, Alice finds exactly what she's looking for in a flash in the system, picks the shots she likes best, and shares them with the creative team to turn into ads.
Bob's been assigned to work on the project, and he gets to work in his favorite tool, Photoshop. He can access the Nuxeo Platform from right within his Adobe Creative applications to create the ads, and even send them for review without ever leaving his desktop
His Art Director, Lisa, reviews and annotates content and can send it back to Bob, but once she's satisfied, she can mark it as creative approved.
Alice gets a final look and publishes the ads to the brand portal for Rainier's retail customers to pick up.
Julie, the Sporting Goods retail marketing manager, logs into the Rainier brand portal, picks the brand she wants and can download the assets she needs right away.
Here's a video of the full demo so you can see how it all comes together.
The second example of workflow done right is the one I cited in the first post of this series from our client TBWA, that was trying to improve the way rights were managed for a client's global campaign. They were able to use the Nuxeo Platform with zero software development.
If you haven't read that story, go back and have a look. With Nuxeo, they linked together masters to adaptations, photographers and models to masters, licensing rights to each asset, adaptations to the countries they were in, and so on.
Each stakeholder met its needs:
- Client headquarters gained proper control of content, transparency to the production process, cost efficiency, and a way to manage usage rights globally.
- Client country organizations gained automation of manual processes, reducing error rates and saving time, alignment to HQ, and easy feedback and approvals.
- TBWA gained efficiency, transparency, and satisfaction with the client.
In my next post in this series I'll talk about how to be more open to any type of content and distribution channel you may need to support, rather than held hostage by the few your systems provide out of the box.