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Three actionable lessons from benchmark content factories
Three actionable lessons from benchmark content factories

In our last piece, we spoke about big international brands like ANZ, Bupa and Tourism Australia, leading their marketing efforts with scaled-up content factories.

There are three major, actionable lessons that emerge from these benchmark branded content factories; marketers that are scaling their content operations can use these insights as compass points to guide their own transformation and growth.

1. Firstly (perhaps most importantly), governance and consistency is key

The best strategies, tech and intentions can’t make up for a lack of governance and consistency in your content operations. Tourism Australia scaled up its content on the back of standardised templates and measuring all user interactions. ANZ maintained a consistent focus on senior, experienced leaders profiled in their content. Bupa hired experienced journalists to create
consistency in their storytelling.

All of these examples show that by conforming to an excellent and consistent way of doing things, brands can not only create cut through and relevance with their target audiences, but also develop content operations that run successfully at high velocity and in a range of industries.

2. Just as important is to understand your audience’s needs

The approach these brands have taken borrows from the mentality of a media publisher where editors and journalists are constantly fixated on what matters to the audience, not the brand. By speaking to your audience in terms they are familiar with, your brand is going to be able to scale and sustain content operations at just about any size.

Tourism Australia went to the trouble of mapping its content to the various stages of a consumer’s path to purchase. ANZ understood it was writing with specific audiences in mind and what those audiences wanted to hear from them. Bupa anchored all its content to key customer life stages. Across the board, brands that can increase the size, scope and impact of their marketing content are constantly using data and qualitative frameworks to address their audiences’ needs, delivering utility and value in everything they publish.

3. Finally, make sure you have a clear understanding of your objectives

All three of these brands placed major importance on having absolute clarity on what they wanted to achieve with their marketing content. Instead of simply starting without setting clear goalposts to know what success looks like, they made sure to focus their work on the challenge or opportunity that was most aligned with the organisation’s needs.

Tourism Australia knew that it had to provide more utility at each stage along the journey to booking an Australian holiday. ANZ understood that it had to create more compelling story angles for better-earned media coverage. Bupa could see a clear need to help reposition the brand with key segments, build trust and ‘love’, and guide people to better health outcomes.

By keeping an eye on these objectives as guiding lights throughout the life of these large-scale content factories, each of these brands was able to deliver content that was useful and credible to its key audiences. As a result, audiences responded favourably in exactly the ways that Tourism Australia, ANZ and Bupa needed to make a tangible impact on their businesses.

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