Content Creation: The Lowdown on Quality, Speed & Volume

Content Creation: The Lowdown on Quality, Speed & Volume

Anyone who has worked in financial services marketing long enough recognizes there are times when the workload is overwhelming. One day you’re cruising at a steady pace with projects reasonably staggered, and then the perfect storm starts brewing.

An important fund launch is coming up, your website is being refreshed and a mountain of content must be created or revised, plus your sales team wants a new suite of advisor support tools – ASAP, of course. Add to that your regular work and maybe sprinkle in a batch of portfolio manager commentaries, and suddenly your days have gone from manageable to mayhem.

If you’re leading a part or all of a marketing department, when times like this hit you – and they will – your first thought is to see if you can handle the onrush. If not, options may include outsourcing some duties to an agency, hiring freelancers or prioritizing work so you can spread out the initiatives to help alleviate stress.

The lowdown on “quality, speed and volume” (QSV)
 

If you still can’t make any headway, then it’s time for a frank meeting with your internal partners about this challenging confluence of projects. One proven way to frame the discussion is to view all of the competing demands in the context of QSV.

When it comes to the variables of creating marketing materials, consider a triangle where the three major points represent quality, speed and volume. In a perfect world, your department could deliver on all three measures at all times.

Then again, in a perfect world our brainstorming sessions would always yield ground-breaking creative, click-through rates would be off the charts for all of our digital content and the translation team would never be squeezed for time at the end of projects. Right, it just doesn’t happen very often.

QSV variables in action
 

So, back to the triangle. Inform your internal partners (or department head) about the challenges your department (or team) is facing, and let them know you’re confident in delivering two of the three points on the triangle. They can choose whichever two they value the most for the current initiatives:

  • They can get high-quality materials fast, but not expect much of it (“Q” + “S”)
  • They can get lots of content quickly, but quality won’t be as strong as usual (“V” + “S”)
  • They can get a lot of good quality work, but it’ll take some time (“V” + “Q”)

Let’s assume that “quality” is table stakes, as you always want to produce compelling, effective materials. That leaves “speed” and “volume,” and whichever they choose will help determine next steps. For example, if they want speed then you’ll have to scale back on project components that aren’t as essential. If they want volume then they’ll need to be more generous with timelines for content development.

This discussion with internal partners likely won’t be easy and there could be pushback. They might not even choose to deviate from original plans (or maybe they can’t, for legitimate business reasons).

People typically want everything they ask for, but finding a reasonable compromise might be possible. If your partners can step back and appreciate the bigger picture, they’ll collaborate with you to devise a course of action that best meets their needs, while also maintaining the integrity of the materials without stressing out their valued team members.

Andrew Broadhead
Marketing
Twitter Email

Andrew Broadhead is Communications Manager at Ext. Marketing Inc., where he creates content that helps financial services firms engage their customers and prospects. Andrew’ ... Click for full bio

Most Read IRIS Articles of the Week: May 22-26

Most Read IRIS Articles of the Week: May 22-26

Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, May 22-26, 2017 


Click the headline to read the full article.  Enjoy!


1. Capturing the Attention of Millennials: Be Relevant and Digital


I know Gen Y are stereotyped as being transient, digital natives who are impossible to capture, but that is just the world we live in today. Technology has caused a proliferation of advancements and the financial services industry is (or should be) feeling the pressure ... — Missy Pohlig

2. Factor in a Smarter Approach to ETFs


Combining an alternatively-weighted index with a multi-factor stock screening process can diversify uncompensated risk, potentially leading to less volatility in down markets and an overall smoother experience for investors. But what are factors and why should they be a major consideration for every ETF investor? — J.P. Morgan Asset Management

3.  Don't MAKE the List ... DO the List


There is something gratifying about jotting down all the things you need to do. It quenches one’s thirst for being organized and for wanting some control over one’s life generally complicated by too many things to do with insufficient time and financial resources to do them. — Roy Osing

4. Smart Financial Advice for Those New College Graduates


College graduation is a time of celebration and pride. It’s also a time of significant financial transitions—for new graduates as well as their parents. As an advisor, this is a great opportunity to connect with your NextGen clients to help them make smart decisions that position them for greater financial success throughout their working lives and even into retirement. — Laura McCarron

5. Advisors: Why You Need to Show off Your Bench


Let your prospects see what working with you will be like, including exactly who will be holding their hand along the way. — Paul Kingsman

6. Why Investors Should Have Confidence in the Future of Investment Management


How should investors feel with all the advances in robotics and technology in our industry in the near future? — John Alshefski

7. 2 Things to Take Your Business From Startup Into A Great Business


Want to know how to grow your business fast? Discover here two things that you need to smash in order for you to take your business from startup to a great business. — Stewart Bell​​​​​​​

8. The #1 Marketing Asset Every Financial Advisor Should Hold in the Portfolio


Unlike many other industries, most people in finance confront the reality on a daily basis that a market downturn they have no control over could cast them out onto the street. — Sara Grillo

9. The Gutless Generation: How Risk Aversion Is Inhibiting Millennial Success


One year after I risked everything to launch my own venture, I penned a short article chronicling my journey up to that point. One commenter responded with near-vitriol, wondering how I could be so misguided as to influence – encourage, even – others of my generation to take on extensive levels of risk in order to successfully launch a new business. — Brian Hart

10. Are Your Marketing Priorities Out of Whack?


People are automating hellos and introductions instead of taking 3 seconds to personally do it. Folks are requiring followbacks if they give you one. Everyone believes that ads are the answer. And business owners think they know what’s best for their social channels. — Ahna Hendrix​​​​​​​

11. 10 Steps to Successful Strategic Alliances


Business growth doesn’t come from wishful thinking. As you know, it takes a lot of hard work. The growth of your business is not an option – it is a necessity. Coordinating the right mix of strategies to gain market share and improve client acquisition rates is essential to advance your firm in today’s economy. — Michelle Mosher

Douglas Heikkinen
Perspective
Twitter Email

IRIS Co-Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues ... Click for full bio