Graphit has mapped out the way to efficient content creation for retailers, supermarkets and wholesalers. The process has now been crystallized in the software platform Publication Organizer (PO). Organizations such as Yamaha Motor Europe, Hoogvliet Supermarkten, Detailresult Groep and NCOI Opleidingen use the platform.
Publication Organizer makes content orchestration possible. The cloud platform enables organizations to enable their employees to efficiently collaborate digitally on content. In the same way that musicians create a harmonious composition with their instruments in an orchestra, thanks to PO employees have their own tools for a coherent marketing campaign. The team thus forms an orchestra, with the marketer as conductor who carefully monitors the whole.
Ronald Leusink, partner at Graphit, explains the streamlining: “All the content you need to create stories, or stories, is now collected and managed in one place. So no longer spread over different teams, workplaces, servers and databases. All files are managed medium-neutral within the platform and are shared with the involved teams instead of via email or WeTransfer. Everyone works in this environment and uses the same digital material. Teams work together, instead of past each other. ”
This means that all content is suitable for all channels and that stories are best shown on each channel. In short, it is a recipe for improved collaboration, shorter lead times and better stories. What does that look like in practice? We describe a number of cases.
Efficiently create and reuse content for online and offline and about twenty brands that NCOI Opleidingen is responsible for. That is what makes PO possible. In addition to omnichannel publishing, NCOI Groep now has the option to cross-sell all its training courses. In other words: all brands, from Schoevers to Luzac, can easily sell the entire training portfolio because content is available.
Regarding the content process: the information from all source systems, such as PIM, ERP and CRM, is available for processing into stories and publishing them medium-neutral. Fragmentation of information, resulting in endless searching for relevant content, is therefore a thing of the past. With PO this succeeds thanks to the collaboration in different teams in a structured workflow. This breaks through compartmentalisation and streamlines the process of content creation. People work on a single platform on a multichannel campaign. All online channels and print are tackled immediately.
Yamaha Motor Europe
Yamaha's European Headquarters, with Publication Organizer, serves 24/7 distributors and dealers in 26 European countries with country-specific marketing materials. Thanks to the platform, the collaboration between mutual offices remains solid.
In addition, all visual content is managed in the integrated DAM system that contains all digital material. That material is not only immediately available, Yamaha also converts it into content for the website and the pressroom in an instant.
By using the platform, Yamaha has been able to save enormously on operational costs, including DTP, and the time to market of product releases and campaigns has been drastically shortened. These launches are also published on multiple channels while maintaining consistency in the brand image.
Hoogvliet Supermarkten uses Paginator, part of Publication Organizer, to plan and automatically format the weekly door-to-door brochures. The creation of the POS material is also highly automated. Hoogvliet can plan pages for the layout of the folder on the platform without the intervention of the DTP department.
The platform also offers a DAM system in which all images are stored and automatically find their way to the folder, POS and website. In this way, Publication Organizer Hoogvliet offers a lot of flexibility: the organization is now less dependent on an external marketing agency.
Anneke van Kempen, Marketing Manager at Hoogvliet Supermakten, describes the strength of the platform as follows: “Thanks to Publication Organizer, we can work very efficiently with XXS, without compromising creativity. This allows us to fully focus on the effectiveness of our weekly campaigns. ”
The role of Graphit
Implementing a software solution is of course never an end in itself. The Graphit consultants first expose all bottlenecks in a content process within an organization. With the help of knowledge and experience acquired, there is a quick insight into blind spots that internal employees do not always detect. For example, designers may routinely edit photo captions, while copywriters may make more mistakes. Or that embargoes on content are manually managed, while you can automate this.
Some companies now make full use of the platform, other organizations - with Publication Organizer as the foundation - are able to put a mark on the horizon. This latter group, for example, already uses the platform to manage digital assets, such as text and images. In order to then easily take the step in the future to a streamlined workflow for improved collaboration between content creators within and outside the organization. Walking such a path - which Graphit fully guides - succeeds thanks to the combination of aspects that Publication Organizer unites: managing assets, collaboration and automation of the layout for all media channels.
Graphit provides workshops to provide insight into current content processes, arranges implementation and provides customized training on working with PO. The helpdesk is also available for support. With this method, the company takes content creation to a higher level together with the customer.
Do you want to know more about Publication Organizer? Download the whitepaper.