FOCUS 4: Agile creative workflows Empower teams with content atomization and democratization

Empower your creatives - without losing control

Putting the right insights into the right hands at the right time is a great way to improve the quality, impact, and results of your content. But, insights can only be turned into impact if your people are empowered to act on them quickly.

Slow processes, bottlenecks, and a lack of autonomy can all stifle creativity, and limit the effectiveness of your content team. To find a solution, we need to look over the fence at what our friends in the world of software development are up to.

Over the last few years, many businesses have embraced democratization. Disciplines that were once kept under lock and key by specialists have been opened up to other teams around the business. Meanwhile, specialists maintain control over the really important stuff.

The rise of low-code and no-code platforms are a great example. They haven’t just helped accelerate software creation for seasoned developers, they’ve also empowered a new generation of “citizen developers”. People with little or no coding experience can now create apps aligned with central IT policies and governance and compliance requirements.

There’s an important message there for marketers. With the right technology and capabilities, there’s no reason why content creation can’t be democratized throughout an organization.

Better content.
Faster pipelines.
Same control.

As a marketing leader, the idea of giving everyone across the organization freedom to create their own content as they see fit is at best daunting, and at worst utterly terrifying. But that isn’t what democratization really means.

Democratizing content creation means retaining control over the things you can and should control. Things like branding, key messages, and engaging format—they’re non-negotiables, that need to stay in place. But simultaneously, non-specialists should be empowered to produce content themselves, their way.

With a content platform like Turtl, you can control which elements of content creation can’t be changed by “citizen content marketers”. They bring their insights and specialist knowledge. You provide the guardrails to channel their creativity in ways that you know you can confidently publish.

Listen above to how the Guidant Global team utilized Turtl

Content democratization in action

At EI Advisory, a team of analysts with no marketing experience uses the drag-and-drop interface in Turtl's SaaS Content Platform to create engaging, high-quality reports for the B2B market intelligence firm’s clients.

Meanwhile, content democratization helped Cisco's leadership to empower their marketing team while saving 90% on costs and reducing production time by months.

What sounds on the surface like a bit of a nightmare can actually be a dream come true for marketing leaders.

Control what you need to control and hand off what you don’t.
The result is:

Consistently high content quality
Faster time to production and publishing
Better capturing internal viewpoints and insights
Higher engagement with marketing across the business
More time for you to focus on what you do best like leading and devising winning strategies

That doesn’t sound too bad, right?

The real magic happens when you bring everything together

Alone, each of these four focus areas has the potential to improve the quality and effectiveness of your marketing content and strategies. But together, they help drive some truly game-changing results.

Content that’s attention optimized, well personalized, informed and driven by data, and created by empowered teams gets big results. That’s why the Turtl platform is built to enable all four.

Turtl helps marketing leaders like you deliver content like never before. Our attention-optimized frameworks help you democratize content creation with confidence. And our data-driven platform help you dive deeper into engagement data, and quickly turn insight into action to make your next piece even stronger.