[{"data":1,"prerenderedAt":74},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-scaling-digital-content-creation-2022":20,"i-material-symbols:person-outline":68,"i-material-symbols:calendar-month":70,"i-mdi:schedule":72},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":28,"seoDescription":30,"excerpt":31,"trimmedExcerpt":32,"content":33,"readingTime":34,"featuredImage":35,"postCategory":41,"relatedPosts":46},"post",60189,{"id":24,"name":25},"author-0301142015","Canto","2022-02-24T21:41:54","2026-03-19T10:02:45","Top tips for scaling digital content creation in 2022","scaling-digital-content-creation-2022","Putting the right systems in place is absolutely crucial to successfully creating digital content at scale. Use these five tips to build a solid foundation and set your team up for success. ","Creating and managing digital content has become an increasingly complex business problem. As demand for content increases, content creation processes have become decentralized – with both internal and external content creators in the mix. Complicating matters even further, most creative teams are working remotely at least some of the time. In short, teams are under […]","Creating and managing digital content has become an increasingly complex business problem. As demand for content increases, content creation processes...","\u003Cp class=\"wp-block-paragraph\">Creating and managing digital content has become an increasingly complex business problem. As demand for content increases, content creation processes have become decentralized – with both internal and external content creators in the mix. Complicating matters even further, most creative teams are working remotely at least some of the time.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In short, teams are under pressure to create more content faster, and that content is coming from everywhere. So how should marketing and creative teams scale content production to succeed in this environment? Most successful strategies have five basic elements in common.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--1-get-your-digital-assets-in-order\">1. Get your digital assets in order\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Before you can scale, you need to establish a solid foundation. Teams need systems in place to manage the digital assets that serve as the building blocks of their content strategy – assets like photos, documents, PowerPoints, PDFs, and videos.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Do a content audit\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">First, make sure you have all your current, relevant content in a central location. To create and deploy content at scale, you need a single source of truth, where everyone in your organization can find the content they need.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Label everything with metadata\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Having all of your content in one place only gets you so far – you can’t use it if you can’t find it. Labeling content with tags, keywords, and other metadata makes it searchable and ensures the information that goes with your content is stored right alongside it. Adding metadata doesn’t have to be a labor-intensive process. Image recognition, text recognition, and other AI-tagging tools can add much of this information automatically.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Align your team, and optimize workflows\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Once you have a single source of truth set up for your content, get your team accustomed to using that central repository. That way, everyone’s always working from official versions, not outdated copies saved to their own devices.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--2-create-an-editorial-calendar-and-brand-guidelines\">2. Create an editorial calendar and brand guidelines\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">If you’re not already working with brand guidelines and an editorial calendar, now’s the time to start. As you scale, you need a set of guidelines to keep everyone on the same page. Most organizations have multiple teams in multiple places creating content. Having some structure in place ensures all those moving parts come together seamlessly for a cohesive, on-brand body of content that serves your organization’s goals.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"389\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F02\u002F19184827\u002Fscaling-content_1.jpg\" alt=\"Editorial calendar with video and image content for a luxury property brand.\" class=\"wp-image-60205\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F02\u002F19184827\u002Fscaling-content_1.jpg 600w, \u002Fcdn\u002Fen\u002F2022\u002F02\u002F19184827\u002Fscaling-content_1-450x292.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Why you need an editorial calendar\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">An editorial calendar keeps everyone aligned on priorities. With a central overview, it’s always clear who’s working on what, and when content goes out to specific audiences. A calendar also keeps things running smoothly, so there’s no confusion about deadlines and lead times.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Why you need brand guidelines\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">No matter who’s creating it, all of your content needs to reflect your brand identity and tell a cohesive story. Creating (or updating) a solid set of brand guidelines creates consistency across every touchpoint, no matter how many people are working on content in parallel.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--3-build-the-right-tech-stack\">3. Build the right tech stack\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The right software unburdens your team, so they can focus on what you hired them to do. That means selecting tools that help people work efficiently and don’t get in the way. You’ll also need to ensure your tech stack is flexible enough to adapt to how your team works. For example, maybe your sales team only needs \u003Ca href=\"\u002Fblog\u002Fcanto-portals-better-way-to-distribute-digital-assets\u002F\">access to finalized sales collateral\u003C\u002Fa>, whereas your agency partners need to access and update works in progress.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So what tools do you need, exactly? Every team’s needs are different, but there are some general areas you’ll want to ensure you cover.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Project management and editorial planning\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">A good project management tool helps everyone keep track of who’s doing what and what’s coming up next. Your team can prioritize their workflows, and you get an at-a-glance overview of all your team’s projects and progress.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Content creation tools\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Once you’ve planned your content, your team needs to create it. Having the right tools for the job helps content creators work efficiently, without getting slowed down by needless extra steps or workflow bottlenecks.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Digital asset management\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">You’ll need a place to put all of the content your team creates, as well as the information that goes with it. A \u003Ca href=\"\u002Fdigital-asset-management\u002F\">digital asset management\u003C\u002Fa> platform provides that system of record, and is the core of any content-focused technology stack. It’s where all your digital content lives, and where it originates from once you’re ready to deploy it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"389\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F02\u002F19184827\u002Fscaling-content_2.jpg\" alt=\"Image from a luxury hotel showing approval status in a digital asset management system.\" class=\"wp-image-60204\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F02\u002F19184827\u002Fscaling-content_2.jpg 600w, \u002Fcdn\u002Fen\u002F2022\u002F02\u002F19184827\u002Fscaling-content_2-450x292.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Content publication tools\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Rounding out your tech stack are the platforms through which you publish your team’s content. These might include tools like a CMS linked to your website, social media channels, and email marketing platforms. Linking these solutions with your digital asset management platform can improve workflows even more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Overall, your team’s tech stack should \u003Ca href=\"\u002Fblog\u002Fdigital-asset-management-workflow\u002F\">streamline content production\u003C\u002Fa>, enable collaboration, and drive speed to market. With the right tools in place, you shouldn’t have to actively manage every operational and administrative detail day-to-day. Let your technology do that for you.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--4-reuse-and-repurpose-existing-content\">4. Reuse and repurpose existing content\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">One of the easiest ways to scale your content strategy is to get more out of the content you already have. If you’ve got great content already, why not use it?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The key to reusing and repurposing content is to start with long-form formats like eBooks and webinars and plan in advance how you can break them up and repurpose them. Maybe a chapter from an eBook would make a great blog post, or a demo video can be trimmed into engaging clips for social media.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is where a centralized content library really shines. Once you’ve created a longer piece of content, you can just go in and \u003Ca href=\"\u002Fblog\u002Flatest-updates-that-will-jumpstart-your-video-marketing\u002F\">grab a clip from a video\u003C\u002Fa> or crop a photo down to the right size. And because digital asset management systems group related content together, al of the metadata like tags and licensing information stay intact. You can repurpose content for new channels, without losing the security that comes with having all that information in one place.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--5-use-data-to-inform-content-decisions\">5. Use data to inform content decisions\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Marketing is all about data, but too much of it can quickly become overwhelming. One of the most common mistakes people make is collecting too much data, and then getting lost in it as they look for patterns and insights. This can easily lead teams to the wrong conclusions.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Instead, use data purposefully and intentionally. Start with the business decision you’re trying to make, and ask yourself what you would do differently if you had a specific insight. Once you know that, you can go after the right data.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Are you interested in what content performs best on a specific platform? Look at engagement, or web traffic from that medium. Trying to decide what copy converts best? Maybe it’s time for some A\u002FB testing. Want to pin down what type of collateral is most useful to your sales organization? Use download rates from your digital asset management platform to see what types of content sales reps keep coming back to.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By starting with the right questions, you can escape data overload and zero in on what’s really helpful.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once you have those insights, you can set priorities for your content strategy, focusing your resources on content that will have the most impact. That paves the way for a more focused approach to deciding how to fill your editorial calendar.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--good-systems-and-tools-set-you-up-for-success\">Good systems and tools set you up for success\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">You’ve probably noticed a common thread throughout these five tips. Investing time upfront to get organized, put systems in place, and build a solid foundation is absolutely crucial to successfully scaling digital content production.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With Canto’s digital asset management solution, teams can do just that with an out-of-the box tool that adapts to their needs. Canto is a single source of truth for your whole organization and external partners – removing bottlenecks, reducing friction, and making it easy to create and manage content at scale.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Want to see how Canto can help your team work quickly and strategically? Book a \u003Ca href=\"\u002Frequest-a-demo\u002F\">free, personalized demo\u003C\u002Fa> with a digital asset management expert.\u003C\u002Fp>",7,{"url":36,"url_md":37,"alt":38,"height":39,"width":40},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F02\u002F19184827\u002Fscaling-content_feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F02\u002F19184827\u002Fscaling-content_feature-450x263.jpg","Hotel promotional video being trimmed to scale content production.",700,1200,[42],{"id":43,"slug":43,"title":44,"path":45},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[47,54,61],{"featuredImage":48,"postId":49,"slug":50,"title":51,"description":52,"path":53},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2017\u002F07\u002F19200932\u002Feyeem-97708895-450x300.jpg",9598,"eyeem-uses-ai-organize-keyword-find-best-photos","How EyeEm uses AI to organize, keyword and find the best photos","EyeEm is a photography company with a community of more than 20 million users. It runs a marketplace where photographers can share and sell their work.","\u002Fblog\u002Feyeem-uses-ai-organize-keyword-find-best-photos\u002F",{"featuredImage":55,"postId":56,"slug":57,"title":58,"description":59,"path":60},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192326\u002F1-300x450.jpg",45037,"creative-spotlight-georgina-reed-equip","Creative Spotlight: Communicating through design with Georgina Reed from Equip Outdoor Technologies","Georgina Reed, graphic designer at Equip Outdoor Technologies, shares insights into her work and talks about what she’s learned in her 16 years at Equip.","\u002Fblog\u002Fcreative-spotlight-georgina-reed-equip\u002F",{"featuredImage":62,"postId":63,"slug":64,"title":65,"description":66,"path":67},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F08\u002F19190606\u002Fcreative-request-feature-450x294.jpg",17843,"creative-requests","Creative requests: What they are and how to process submissions","Creative requests can lead to confusion if not received and managed properly. Here’s a look at what requests are and how to process them efficiently. ","\u002Fblog\u002Fcreative-requests\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":69},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":71},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":73},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790604758697]