Utilising a Content Supply Chain

Marketing | |

The need for new content from organisations is greater than ever, especially with more social media channels to keep up with and customers expecting personalised experiences. In fact, 85% of marketers say they are under pressure to create more content, which can get overwhelming, but there is a solution – optimising your Content Supply Chain.

A Note On Content Creation

If you’ve not already utilised content creation for your business, then you’re missing an essential marketing trick. Creating content draws users in, and can help to encourage them to engage in purchasing or contacting sales teams.

Content Supply Chain

In simple terms, a Content Supply Chain is the process that brings together the people and tools needed for the content creation process. A supply chain looks at the whole process, including planning, creating, managing and delivering content. Content Supply Chains also help to bring together teams – especially if they are working remotely or in different time zones.

Buyers are using more channels for purchases, especially social media including Instagram and TikTok. Therefore, when creating content it’s important to ensure their experiences are consistent, connected and personalised, which a Supply Chain can help with.


Benefits of using a content supply chain to create content include:

  • Better return on investment
  • Faster delivery and storage of assets
  • Faster distribution
  • Less errors in content, due to increased team collaboration
  • Increased project capacity, thus more content

All of these are impacted from the increased efficiency of using a Content Supply Chain, which ultimately leads to reduced costs and increased revenues.

Content Supply Chain Recommendations

You should have a clear framework in your Content Supply Chain, in order for tasks to be performed, along with guidance on how they should be integrated and monitored. Define how content will be planned, created, edited, approved, published, analysed, and optimised.

For example, you could follow a process similar to the below, first outlining who does what and when, and implementing this for all content creation moving forward.

PlanningPerson 1Plan content, images, files
CopywritingPerson 1Write content and source & resize images
Proofing & ApprovalPerson 2Proofing of content incl grammar, and approval for posting
PublishedPerson 1Population of content onto website or platform, and publish/schedule for optimal time
AnalysisPerson 3Analysis of how content performed, using it to identify improvements
OptimisationPerson 3Implement optimisations for content

There are many content supply chain technologies available, which can accelerate and optimise the process, while also helping staff work more effectively and collaboratively.

Improving Your Content Supply Chain

If you already have a Content Supply Chain, there are still ways that you can improve your process to make it even more effective for your team.

Bring Content Together

Make sure all content is in one, strategic place. You can also use digital asset management tools which act as a centralised library, helping internal teams when it comes to finding content.

Customise Content

Customising content affects how much influence the content has on your audience. Having more efficient tailoring of content to fit different channels will help to engage your audience. For example, shorter and laid back content fits TikTok better than longer form content on LinkedIn.

Ensure Content Meets Guidelines

Although this one is essential, it happens more often than you think. Content should adhere to the right regulations – whether that be on various platforms as well as internally.

Content Marketing

79% of brands use content to generate leads, due to content being so powerful. With the need for more content across more platforms, it’s essential to have a Supply Chain to manage the sheer volume of content, and allow your team to collaborate seamlessly.

Headshot of Rebecca young new team member


Rebecca helps to keep the team organised and supports all of our clients with day to day activities and content. She also runs all of Ballyhoo's internal marketing.