Never has it been so important for marketers to understand the value of using content to build powerful brands to drive business growth. In a newly created playbook, “Content solutions at scale: A CMO’s need-to-know-guide" Isobar and dentsu mcgarrybowen have looked at the context, development and future of content solutions to ensure growth in 2021 and beyond. It introduces Content Symphony dentsu’s content solution and how it is changing the game, supercharging global marketers for some of the world's biggest brands.
Download the playbook here.
James Morris, Global Head of Content Marketing & Management, dentsu international said:
“New content solutions are often a false trade-off between quality and scale. For example —fast and cheap—but sacrifice craft. Our solution offers a single source of truth and powerful insights that can be used to create relevant, quality content, delivered dynamically. We’re finally making real the promise of digitally transforming content creation.”
In reviewing the context and development of content solutions, this playbook identifies the consumer expectations that are driving the content revolution and how the pandemic has heightened these challenges as greater emphasis was put on digital activity. The report draws on Dentsu’s recent survey that found that 84% of marketers see content generation in the current environment as a challenge, and three quarters have seen it get more demanding over the last 12 months with 85% wanting to transform their departments for the long term.
The playbook discusses the immediate challenges faced by marketing, and more specifically their content efforts, and offers an evaluation of different content solution models that might resolve these challenges. It proposes an integrated, AI-enabled emerging model as more adept at handling exponential content demands by providing end to end solutions that allow for flexibility and control.
One such solution is dentsu’s Content Symphony. Launched in June 2020, Content Symphony includes over 2,000 skilled artists in over 30 markets. The solution responds to marketers call for flexibility and control, but also provides them and the procurement teams with transparency through live data and reporting on spend and costs. The Content Symphony offering provides an integrated modular solution and always-on right-on shoring model, with a revolutionary technology ecosystem that aggregates all data from creative, media performance and production performance. This provides automated optimisation across all marketing activities and unified data reporting that enables global visibility, control as well as constantly driving ROI.
Content Symphony is a dentsu International service and solution created by dentsu’s creative, content and production agencies that provides brands with integrated production services, globally enabled by technology and powered by delivery excellence. By integrating right shoring production services with an AI-enabled technology platform, dentsu’s Content Symphony delivers a consistent brand experience at every touchpoint while engaging clients’ audiences with highly personalised, market-relevant content.
The playbook also includes an in-depth case study of work delivered through Content Symphony. The case study demonstrates how the solution combines local studios for high touch, and larger hubs for efficiency and is underpinned by a flexible technology platform that allows for creative workflow management, versioning, asset management, monitoring, and data-driven analysis.
Get your copy of the playbook here.