Launching a content program or campaign is a serious lift for content teams—but with the right people, processes and technology, you can better navigate the inevitable challenges along the way.
Anyone in the business of creating, delivering and measuring content knows exactly how nuanced and complex launching a new content program or campaign really is—and how little other business functions understand what goes into making the launch successful. Because of this, there’s inherent pressure to get everything right—to cause no tension or stress between teams and experts leading up to launch, execute the plan exactly as laid out and hit and (ideally) exceed all KPIs.
The reality is that a new content program or marketing campaign launch won’t ever go exactly as planned. It won’t ever be perfect because of how fast-paced, dynamic and ever-evolving the world of content can be as well as businesses themselves. Fortunately, there are often opportunities lying within the imperfections. New channels are adopted, new customer insights are discovered, new experts emerge, new learning opportunities are unveiled... and so much more.
But to be in a position to better anticipate the surprises and reduce the chaos leading up to launch, content pros first need the right people, processes and technology in place. Only then can they adapt and pivot as needed, ensuring a successful, efficient content program or campaign launch that’s as close to perfect as they come.
5 must-haves to nail the launch essentials
How to address—and overcome—launch challenges
Bridging the gaps
Overcoming these challenges while also managing every component that goes into a successful content program or content campaign launch is a near-daily challenge for content managers and their teams. But while the perfect launch doesn’t exist, you can certainly aim for perfection—and get close to it! —with the right people, process and technology in place.
Organizations have multiple tools that support the launch of a content program or campaign, but it’s the CMS that serves as the hub for all content-related activity. Unfortunately, many teams are still bogged down by platforms that can’t easily accommodate and adjust to their audience’s preferences and today’s industry trends. They’re unable to move quickly or make adjustments to workflows without a cumbersome overhaul—and then the launch is inevitably riddled with challenges.
The right CMS is one that’s flexible and allows teams to create content fast and work the way they want to work. It integrates with other solutions so that teams gain the insights needed to refine and elevate their launch approach as needed. It shouldn’t make teams adjust to the technology’s capabilities; rather, the platform should support and help refine the processes that already work best for the team.
That’s where Brightspot comes in. Fast, flexible and fully customizable, Brightspot perfectly harmonizes your technology approach with your content strategy so your launch can be as close to perfect as possible. Plus, our customer-obsessed teams can help you overcome everyday challenges to ensure you’re set up for success in the near- and long term.
Gearing up for a launch? Have questions or concerns about your CMS’s capabilities? We’re happy to talk through any and all of it with you—reach out today.