How Business Teams Can Streamline Their Content Workflow for Success

How Business Teams Can Streamline

Their Content

Workflow for Success

Reviewing the Four Pillars of Content Marketing Operations......................................................................................

Planning a B2B Content Marketing & Distribution Strategy.........................................................................................

Rethinking Workflows for Maximum Efficiency with Insigniam...................................................................................

Simplifying Content Marketing and Digital Publishing Processes..............................................................................

Streamlining Your Content Strategy to Save................................................................................................................

Businesses must identify an effective B2B content marketing and distribution strategy to get in front of their ideal audience – but the process of planning, creating, publishing, and sharing impactful content across teams and departments is oftentimes messy. With an arsenal of less-than-ideal tools and disparate platforms at their disposal, back-and-forth email communications containing large file attachments, complicated sharing, and the ongoing need for further content repurposing, business teams face more than one bottleneck.

It’s time to rethink things… Because a seamless content workflow, one where creation, publishing, and distribution happen in harmony, is easily attainable. And adopting such a workflow will do the following:

� Boost productivity

� Speed up the time from ideation to publication

� Expand the range of your content marketing efforts

� Bring in more clients

� Generate more leads

Let’s start by reviewing the core pillars of content marketing operations and the benefits of simplifying your current processes before detailing how teams can streamline all of their efforts for maximum efficiency.

Reviewing the Four Pillars of Content Marketing Operations

4. Tools

This pillar refers to the teams and individuals tasked with creating, managing, and delivering content marketing campaigns. It also includes finding and hiring the right talent, providing proper training and development, and ensuring a good team dynamic that fosters collaboration and open

This pillar encompasses the technology and software tools used to support content marketing campaigns. This includes content management systems, marketing automation software, analytics tools, and social media management platforms. The right combination of tech tools can help streamline processes, increase efficiencies, and provide actionable insights that enable data-driven decision-making.

This pillar includes developing a content marketing strategy, setting goals and objectives, defining target audience personas, and mapping out the content creation and distribution process. It also encompasses the development of a content calendar, editorial guidelines, and workflows.

These four pillars of content marketing operations are essential components of a successful content marketing strategy. By focusing on people, planning, processes, and tools, organizations can execute strategies that drive engagement, build brand awareness, and generate better leads than ever before. So, let’s move on to key considerations when planning one.

This pillar involves establishing processes and workflows that enable the efficient execution of a content marketing strategy, including content creation, editing, approval, and distribution processes. It also involves the development of performance monitoring and reporting processes to continuously refine and improve content marketing efforts.

Planning a B2B Content Marketing & Distribution Strategy

There are a plethora of considerations when planning a winning B2B content marketing and distribution strategy. Here are four key things to define within your team.

Content Assessment

It’s important to assess what’s already in motion. Review your existing content creation, distribution, and management processes and workflows to identify areas that can be improved. Ask yourself: what's working well and what's falling short? If your current workflow hinders content quality and consistency, consider streamlining it. Also, analyze whether or not you’re reaching your target audience and how your content stacks up to your competitors. This will naturally expose gaps and identify areas of improvement in your current content marketing efforts.

Content Goals

It’s time to determine your objectives. Set clear and specific goals to measure, track, and evaluate the success of your B2B content marketing and distribution strategy – while ensuring that your goals are aligned with overall business objectives. It’s crucial to monitor progress and adjust your strategy accordingly at any point in time. Decide if you want to increase traffic, generate leads, improve engagement with your target audience, boost sales, or do a combination of several.

Content Strategy

It’s time to commit. Create a clear and defined content strategy that aligns with your objectives, including the type of content you will create, the channels you will use to distribute it, and the frequency and timing of your content delivery. You may also need to identify the key performance indicators (KPIs) that you will use to measure the success of your efforts.

Content Management

It’s important to stay organized and in control. You need an effective content management workflow in order to create, publish, and distribute your content according to your goals. This typically involves using tools such as content calendars, task management software, and collaboration platforms to streamline your content creation processes. This also extends

to content publishing and distribution platforms like Issuu. You may require input from colleagues in other departments or help from external resources to create, design, and manage your content (think copywriters, designers, and social media managers). That’s where Issuu for Teams shines, enabling easy access, management, and control over assets for groups of users in dedicated publishing workspaces so that you can own your digital distribution in a seamless workflow.

With businesses everywhere focused on optimizing their resources and maximizing the impact of their content, all while reducing spend, the four focus areas mentioned above will put you on the right path to the perfect strategy. We’re going to highlight a business that has dialed in on a winning strategy utilizing Issuu for Teams: Insigniam.

Rethinking Workflows for Maximum Efficiency with Insigniam

Meet Insigniam, a global firm that specializes in organizational transformation consulting for senior executives of top-performing companies across various industries. With a company name derived from the Latin word "Insignia," meaning "We shall act to make remarkable," Insigniam embodies its commitment to catalyzing true breakthroughs, innovations, and remarkable transformations for its clients. Renowned for groundbreaking projects, Insigniam helps clients achieve unprecedented results by building collaborative partnerships, identifying new possibilities, designing innovative approaches, and executing them effectively and sustainably. This impressive work extends to their content marketing and digital publishing strategy, too.

Alongside an entire ecosystem of blogs, audibles, podcasts, and videos, their IQ publication, Insigniam Quarterly, is an award-winning thought leadership magazine created by executives, for executives. Published four times a year, the publication uncovers insights into best practices, hard-earned lessons, and carefully honed perspectives on the art of catalyzing remarkable results for the C–suite. And, in 2023, Insigniam dedicated itself to being fully green — taking Insigniam Quarterly 100% digital on Issuu — with the aim to reduce its environmental footprint and grow its readership.

Their approach to consulting differs from other firms in that they guide their clients' leaders and employees to lead and develop capabilities and competencies within the organization, rather than simply advising or doing the work for them. This distinctive approach to consulting matches their content strategy, too, guided by a solid digital publishing platform, supported with a robust suite of features and capabilities, and relying on collective efforts to put forth the best magazine possible. Powered by Issuu’s Teams offering, Insigniam staff are able to streamline their digital content publishing and approval processes by utilizing seamless integrations, dedicated workspaces, personalized support from a customer success manager, and much more. Discover how Insigniam is simplifying its processes, improving its workflows, and reaching maximum efficiencies with this new digital-first strategy at play.

Simplifying Content Marketing and Digital Publishing Processes

There are many reasons for businesses to follow suit and start simplifying their content marketing and digital publishing processes – and the benefits of doing so are plenty. Insigniam serves as a leading example of just how to approach the adoption of better (and easier) processes, as seen in the following ways:

Remove Silos Between Teams and Departments

With several key contributors and stakeholders involved with the curation and production of Insigniam Quarterly, everyone is able to come together in a single platform using Issuu. Between the Head of Marketing, Director of Content, Social Media Manager, and other staff members hard at work, removing silos between teams and departments is critical to getting the perfect publication out on time and into the hands of clients, readers, and salespeople who rely on it for their outreach.

One Powerful Tool with Many Integrations

Moving from design to staging to publishing, sharing, reporting, and beyond doesn’t have to be a complicated web of jumping between platforms or people. Using well-integrated tools creates a single workflow, letting users operate in the “loop of luxury” so to speak. Issuu has integrations to top-rated tools like Canva, Adobe InDesign, Mailchimp, and more, making it easy to go from pixel-perfect files to page-turning digital

publications without opening up a ton of new tabs. The team at Insigniam creates content using Adobe InDesign and Canva before publishing it on Issuu — freeing themselves from relying on a publishing company to do the work.

Centralized Publishing, Approvals, and Sharing

Cross-functional and distributed teams can work together within Issuu; for example, a designer creates in InDesign and exports to Issuu, a copywriter proofs the drafted publication, a content marketer logs in to add Links, Videos, and hits publish, then a salesperson begins sharing the link with prospects. With a centralized dashboard, private workspaces for groups of users, and the ability to add as many users as you need, teams can expand and contribute while always staying on brand.

Approval and sharing processes are sped up significantly within Issuu for Teams, and employees across the company get streamlined access to the content they need to share with prospective and existing clients. Insigniam can now create, publish, promote, and manage its digital magazine all in one place.

Omnichannel Distribution and No-code Embedding

With multiple formats for distribution — like Articles, Social Posts, and GIFs — and the ability to put professional business content where you need it most, Insigniam leverages Issuu to distribute its content across channels and Embed its publication right on its website. Additional strategies are taking shape, too, like using QR Codes in airport lounges where physical copies of Insigniam Quarterly used to sit; zero waste and exactly the kind of reading experience busy travelers appreciate. Today, omnichannel marketing with unified messaging and visuals is critical in getting content to be seen by target audiences. And the ability to create several assets from a single file saves teams like Insigniam a significant amount of time while expanding their reach at a far lesser cost.

Successful SEO Without Any of the Work

With people no longer sitting in offices tied to physical mailing

addresses and printed magazines out of style since the pandemic hit, effectively reaching readers online is more necessary than ever. But SEO is a niche that not every company is able to employ an expert in. Luckily, Issuu Flipbooks are automatically optimized for ranking on search engines, so users get an automatic boost to brand discoverability every time they publish. So, after a decade of printing, it was time for Insigniam to go fully digital with their quarterly magazine; today, they turn a single publication into a range of SEO-optimized assets. They share the magazine as a digital Flipbook, post links across social media, highlight specific articles as blogs on their website, send to a highly engaged email subscriber list, and more.

Insightful Reporting & Analytics in One Dashboard

Reviewing the performance of team-created content and monitoring important metrics — like impressions, read, read time, and clicks — using built-in Statistics makes it easy to pivot in real time. How is specific B2B content resonating with prospects? Is it driving more traffic and generating leads? A dashboard full of insightful, easy-to-digest data helps business users like Insigniam keep track of their magazine’s impact without the need for additional platforms. Create, publish, share, and analyze in a seamless workflow.

Streamlining Your Content Strategy to Save

In summary, businesses can achieve greater success in their content marketing efforts by streamlining their workflows and using tools like Issuu to simplify the entire content publishing and distribution process. By removing silos between teams and departments, businesses can collaborate more effectively and ensure their content is consistent across all channels. Issuu's powerful integrations and centralization of publishing approvals make it easy to distribute content across multiple channels and embed it on websites with no coding required. Additionally, the built-in SEO and analytics tools provide users with valuable insights into their content performance, allowing them to continually improve their strategies.

Issuu helps businesses of all sizes, seamlessly integrating with the top-rated tools already in their Martech stacks and cutting costs by eliminating printing and digitizing all kinds of content. From internal-only employee handbooks to public-facing marketing collateral and sales presentations, impactful content moves people through the funnel faster and improves conversion rates. Plus, the digital Flipbooks you can publish on Issuu are easy to distribute, share, promote, and track engagement with. And the best part? It won’t break your content marketing or publishing budget; in fact, by streamlining tools, businesses can realize big savings.

The success of Insigniam's content workflow improvements through Issuu serves as a testament to the benefits of streamlining content workflows for companies across industries. By doing so, they can save invaluable time and resources while achieving greater reach and engagement with their target audience. What does long-term success look like for Insigniam with digital content? An abbreviated version of Insigniam Quarterly hosted on Issuu will drive readers to their website, while engagement and traffic continue to grow across all digital channels through their magazine, website, blogs, podcasts, and more.

If you’re looking for a budget-friendly platform that’s easy to use and fast to adopt, look no further. Sign up to try Issuu today, or, better yet, book a call with our team of experts to see what a Teams plan can do for you.