Martech workflow for content production: connecting the dots
Modern marketing teams rely on a complex and growing Marketing Technology (Martech) stack to execute their strategies. From project management (marketing project management software) and Digital Asset Management (DAM) to content automation, approval platforms (creative approval software), and distribution channels (CMS, social media platforms, email), numerous tools are involved in the content lifecycle. A Martech workflow for content production refers to how these tools are connected and how information and content flow between them to create a streamlined, efficient production process.
The challenge of technology silos
The biggest challenge is avoiding technology silos, where each platform operates in isolation without effectively communicating with others. For instance, assets might be stored in a DAM, projects managed in Asana, content created using Adobe tools, approvals handled via email, and publishing done through a CMS. Each manual handoff between these systems (downloading from DAM, attaching to Asana task, emailing for approval, uploading to CMS) introduces inefficiencies, risks errors, and lacks end-to-end visibility. Streamlining marketing creation processes depends on breaking down these silos.
Ensuring consistent data and asset flow
An effective Martech workflow requires a seamless flow of information and assets between platforms. Project briefs need to flow into creation tools, created assets need to be easily submitted for approval, approved assets need to be centrally stored (centralization and control of brand assets) and readily available for distribution, and performance data should ideally flow back to inform future creative. Setting up the necessary integrations and processes to ensure this consistent flow can be technically complex.
Maintaining governance and compliance across the workflow
How do you ensure brand compliance (large-scale brand guidelines adherence / compliance) and legal conformity are maintained as content moves through multiple tools and teams? The Martech workflow needs to embed governance at various stages. This might involve using a content automation platform with compliant templates, integrating a creative workflow tool with mandatory legal and brand approval steps, and ensuring only final, approved assets are pushed to distribution channels.
Optimizing and measuring the end-to-end process
A true Martech workflow isn’t just about connecting tools; it’s about optimizing the entire content production process. This requires measuring performance at different stages: how long does creation take? How long are approval cycles? Which content performs best on which channels? Connecting data across the different Martech platforms allows for a more holistic view, making it easier to identify bottlenecks and optimize the entire workflow for effectiveness and efficiency.
Brandeploy: a central hub in your content martech workflow
Brandeploy plays a pivotal role in an effective Martech workflow for content production. As a content automation and brand governance platform, it serves as the hub for compliant content creation and approval. Brandeploy integrates with:
- Upstream: Project management tools (Wrike, monday.com, etc.) to receive briefs and tasks. DAM systems to access approved raw assets.
- Downstream: Distribution channels (CMS, social media – via export or API) to push final approved content. Reporting tools to analyze content usage.
By centralizing compliant creation and streamlined approval, and integrating with other key Martech components, Brandeploy helps create a connected, efficient, and governed content production workflow.
Connect the dots in your Martech stack for seamless content production. Discover how Brandeploy integrates with your existing tools to create a streamlined, governed workflow. Schedule a demo.
