How to manage creative content production at scale

creative content production_header

If you want to stay top-of-mind for your audience, scaling up your creative content production could be a great move. But there’s a catch. 

Too often, in a bid to manage more projects at once, businesses experience a notable drop in content quality. So, to avoid churning out masses of mediocre content, you’re going to need to work smart. This means using the right processes and tools to help your team produce top-class creative content on time. And that’s exactly what I’m going to help you with today. 

In this article, I’ll take you through my surefire steps for managing your creative production process at scale. I’ll then share three of the best tools to help speed up your content workflow. 

But before all that good stuff, let’s kick off by defining what creative content actually is. 

What is creative content? 

Creative content is a broad term that covers the different media and materials a brand can use to engage with its audience. As an example, this article is a piece of creative content. 

Some other creative content formats include: 

  • Social media posts 
  • Brand videos
  • Digital ads
  • Infographics
  • Case studies 
  • Newsletters
  • Point of sale
  • Brochures
  • Emails 
  • Quizzes 

It’s best to reach your target audience across a variety of touchpoints. So, you’ll want to create a few different types of content depending on your business goals. We’ll take a closer look at choosing the right content formats in just a sec. 

Your creative content should always aim to provide value for your audience in one way or another. By serving up consistently useful content, you’ll be able to boost brand awareness, boost trust, and ultimately drive sales. 

Some companies will decide to produce their creative content in-house or with the help of a creative agency. Either way, these production processes usually involve working with content strategists, designers, writers, social media managers, and other content specialists. A great team is key if you want to make lots of top-quality content! 

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How to produce creative content at scale 

While I might not have a magic wand that lets you create cracking content in the blink of an eye, I do have a trusty step-by-step guide to help you manage your creative process and achieve better, faster results. 

By sticking to a well-thought-out content strategy and planning each production phase, you and your team will find it a whole lot easier to stay on-brand and add value through high-quality creative content. 

Ready to scale up your content creation like a boss? Then let’s dive in! 

Step 1 – Craft a content strategy

Creating more content is  a waste of time if it doesn’t hit the mark for your brand and your community. Which is why laying the foundations is super important when scaling up your creative content production. 

With that said, here are some things to consider when crafting your content strategy: 

  • Identify your content goals – Start by clearly outlining what you want to achieve by scaling up your creative content. Some common objectives include increasing brand awareness, driving website traffic, generating new leads, or boosting engagement. 
  • Understand your target audience – I’m probably stating the obvious here, but it’s essential to paint a detailed picture of who your content is talking to. This understanding will provide valuable insights into your community. So, if you haven’t built out a buyer persona yet, now’s the time. 
  • Decide on content types and channels – Are you looking to up the ante on your email content? Create more scroll-stopping social posts? Or drive traffic to your website with some topical blog articles? Outline your main areas of focus now to prevent your content from going off-track later down the line. 

Step 2 – Create a content calendar

Content calendars are your best friend when it comes to scaling up your content production and making more creative assets. Not only do they allow you to allocate work and schedule publishing, content calendars also work by keeping everyone on the same page from one project to the next. 

You can use content calendars to plan topics around seasonal buying behaviors, your cross-channel marketing campaigns, product launches, and other key events. 

Timing is key when it comes to sharing relatable and engaging content with your audience, so set yourself up for success by researching and planning your content calendar ahead of time. 

You can prepare your content calendar a month in advance, or look even further ahead. For example, some companies choose to build out a loose content calendar months in advance and continue to populate it with relevant content around industry trends. 

Step 3 – Strengthen your content workflow

If you’re in the process of scaling up your creative production process, chances are you already have some sort of workflow in place. But what works for creating small batches of content won’t necessarily be robust enough to handle a big increase in output. 

To enhance your content workflow, I’d recommend that you map out each step of your current process, from ideation to publication. That way, you can identify any bottlenecks or inefficiencies that could really hold you back when scaling up your content production.

Next, streamline and standardize your processes to boost your productivity. You might choose to use a project management tool to track progress and keep teammates aligned. Creative automation tools can also make your content workflow more efficient.

Creating templates for common content types will help you save time and maintain consistency across all your assets. 

Step 4 – Tap into the power of teamwork 

This one’s a biggie. Creating content of any kind and at any scale demands a degree of collaboration. But your team will need to work together seamlessly as you scale up your content creation. 

There are lots of practical ways to create a more collaborative work environment, such as choosing the right communication platforms and scheduling regular progress check-ins. But beyond that, it’s super important to build a culture around collaboration where everyone can thrive, share ideas, and create work they’re proud of. 

Outlining clear roles and responsibilities ahead of time is key, as this will help your team take ownership over their individual tasks within each content project. Of course, you also need to foster a supportive way of working that makes it easy for teammates to ask for a helping hand when needed.

Step 5 – Start creating your content 

Right. Now that you’ve laid the foundation for effective teamwork, it’s time to dive into your creative projects. This process generally covers everything from initial brainstorm sessions through to developing the final pieces of content. 

At this stage, you’ll want to pay close attention to the different elements of your brand and graphic design. This includes brand colors, fonts, tone of voice, and so on. 

When creating your content, you need to ensure a consistent, professional look and feel. So, you’ll want to collaborate closely with designers, writers, and editors to refine your content and make it the best it can be. 

Step 6 – Set up a solid review process

No matter what kind of content you’re creating, you’ll need to make sure it gets reviewed by the right people before it goes out into the world. So, a solid content review process is a must-have if you want to successfully scale your creative content production. 

The best way to level-up your content reviews is with the help of a content review tool like Filestage (that’s us!). This will automate most of the process for you and free up your team so they can focus on making more slick content. 

When writing content for Filestage, all I need to do is upload a PDF of my article to the project folder that my Team Lead created. Then, I’ll get an email notification as soon as they leave feedback or approve my article. It’s that easy! 

If you’re curious to know more, we’ll take a closer look at how Filestage works in the next section of this article. 

Step 7 – Distribute your creative content

Once your creative projects get the green light from your teammates and stakeholders, the next step is to distribute it effectively. 

Making sure your content reaches the right audience at the right time will maximize its impact. And in turn, this will help you achieve the goals you set out at the beginning of your content creation process. 

When you’re distributing lots of content, you might want to work with a content scheduling tool for more efficiency and peace of mind. These tools make it easier for you to align your content distribution schedule with key dates, events, and peak engagement times. 

If you’re distributing content across social media, make sure to create engaging captions, hashtags, and calls to action (CTAs) for each platform. Small details like these make all the difference to your content performance. 

Step 8 – Update and repurpose creative content

Repurposing your content is a fantastic way to make the most of all your hard work and next-level creative concepts. And there are lots of different approaches, depending on the kind of content you’re producing.

You might recycle one piece of creative to work for different formats like video, infographics, or podcasts to reach diverse audiences and increase the overall value of your content. Or you can continuously refresh and republish your blog articles, optimizing them for SEO. 

This approach not only boosts brand engagement but also extends the lifespan and impact of your creative assets over time.

Three tools to help you create more content

Now that you’ve got a plan in place for scaling your creative content production, it’s time to start thinking about the tools you can use to streamline your processes even more. 

Let’s check out three tools that can help your team create a constant flow of irresistible content. 

1. Filestage – best tool for reviewing content 

review web content

There’s no two ways around it, scaling your content production has the potential to get messy. That’s because you’ve got to juggle lots of extra projects, file versions, and content feedback. So, proper processes are absolutely essential. 

The good news is, with a content review tool like Filestage, creating more content doesn’t have to make more hassle for your team. Phew for that! 

Here’s how Filestage can help you create high-quality content faster: 

  • Share and review a wide variety of different file formats (designs, photos, videos, PDFs…) in one place
  • Get a clear overview of all your creative content production projects with Filestage’s version control and history tracking features
  • Reduce the amount of review rounds by using Filestage’s annotation tools and comments for more accurate feedback
  • Set deadlines for each review stage to keep the creative production process on track and ensure timely delivery
  • Seamlessly integrate Filestage with your existing tools, such as Slack, Google Drive, ClickUp, Adobe InDesign, and lots more
  • Use the AI content creation capability and auto-compare two versions of the text to spot the changes in your content faster

And here’s how you can set up a review process in six simple steps: 

  1. Sign up to Filestage for free 
  2. Create and name your new project
  3. Upload files and set deadlines 
  4. Invite reviewers via link or email 
  5. Gather feedback in the comments
  6. Repeat the process until final approval 

2. FigJam – best tool for content ideation

FigJam

I’ve said it before and I’ll say it again: collaboration is key to scaling your creative production process. And FigJam is leading the way for teams that need to work together to brainstorm ideas and plan out new content. 

FigJam is essentially a virtual whiteboard where teams can come together to conjure up a new creative concept for social media, some stunning visual content, and everything in-between. Its real-time collaboration, intuitive design interface, and powerful integrations make it the ultimate tool for bringing creative minds together and transforming ideas into high-quality content.

3. Asana – best tool for managing content projects

Asana design project

Without an efficient project management workflow in place, your team will struggle to get content out the door on time. Which is where a tool like Asana becomes invaluable for all your creative operations

The beauty of Asana is that it lets teams effortlessly break down projects into manageable tasks, assign responsibilities, and set deadlines for each creative asset. The main aim of the game with this tool is to help you make sure every step of the creative production process is organized and on track.

Asana also centralizes the entire creative content production process from start to finish, making it easier for teammates to collaborate with one another to create their best work. 

Final thoughts 

Scaling your creative production process is no mean feat. But with the right creative processes in place, and some handy tools to help you out along the way, you’ll be able to create more content that hits the mark every time.

I hope this article helps you find the perfect balance between quantity and quality in your content creation process. And if you’d like to see for yourself how Filestage can help you reach the best results faster, go ahead and start your free trial today.