If you've ever worked in content creation or production, you're definitely aware that the process of bringing a piece of content to life is typically quite centralised. The entire job is assigned to one individual or, at most, one team.
Given the limitations of technology a few years ago, it made sense for businesses to rely on a single team and medium for content creation. However, with the advent of new tools and the increased usage of internet software, it has become easier to decentralise material. This is also one of the reasons why we're seeing an increase in the number of organisations adopting online tools to create content – it's easier, helps with faster delivery, and you can decentralise material for faster creation and efficiency.
In fact, in 2020, 41% of businesses relied on using online tools to speed up their content creation process.
And this figure is sure to rise because, let's face it, content generation isn't what it used to be. Not only is it a massively broad area, but it also employs a myriad of different ways because today's content isn't limited to a particular audience type or platform.
Because we have an infinite quantity of technology resources at our disposal, it would be paradoxical to focus on a single path for content development. It can slow down your process, fail to reach a larger audience, and disturb efficiency. This is something that more and more businesses are realising, which is why content decentralisation is on the increase.
What Does Decentralized Content Look Like?
Decentralization of content essentially implies distributing content development among numerous teams, and sometimes even distinct agencies. There are several reasons why this is seen as a solid technique.
Exceptions to the rules
The first (and possibly most noticeable) feature of decentralised content is that it enhances your creative and innovative abilities. When you don't limit yourself to a particular path, you automatically open yourself up to a variety of approaches that can be used to fulfil your vision, no matter how imaginative it is. Decentralization is essentially the process of bending the laws of the current quo and moulding them to bring your vision to reality.
Spanning a one-dimensional system
It enables your information to proliferate throughout the ecosystem in a variety of ways. This does not only imply that your material is tailored to diverse demographics, but also that it takes various forms, is delivered via various platforms, and, in general, has a broad approach.
Content repurposing
Content decentralisation can also be seen as an attempt to use the same piece of content in several ways. While these notions may not appear to be related at first glance, they do when you think about it.
If you ensure that a single piece of content is used in as many ways as possible, you are actively working against the saturation of that piece of content. By editing the same content for multiple platforms, demographics, and purposes, you are decentralizing it.
In short, decentralization of content is an unorthodox approach that challenges age-old norms of content saturation and launches the content production industry forward into a brighter (and more effective future!)
How to Decentralize your Content Production
Whether your company intends to concentrate on textual, graphic, or video material, you can use the decentralisation method to ensure that it contributes to the overall success of your business strategy.
Before we get into how you can decentralise each category of material, let's define what it implies. By decentralising your material, you are essentially establishing a strategy of content diversification.
Content diversification can be as easy as making a few tweaks to the format of your content to ensure that it is appealing to a larger number of people.
To make things even easier for you, let’s look at how you can decentralize each type of content.
Decentralizing Video Content
When it comes to decentralising video material, the first step is to leverage technology to streamline and diversify your workflow as much as possible. This is where software such as Lumen5 comes into play. It enables you to generate films in less time while also dispersing the production process in such a way that you can realise the full benefits of content decentralisation.
Lumen5, which was designed specifically for B2B users, employs AI to automate the video creation workflow, allowing businesses to create content that is designed for marketing channels, is innovative, and can appeal to a wide range of demographics!
Decentralizing Written Material
Here are a few things you can (and should) do to guarantee that your textual materials are neither oversaturated or unpleasant to your audience:
Make videos out of blog content.
Begin a podcast to go along with your blog content.
Link your blog postings to your social media posts.
Organize blog-related webinars.
The more choices you investigate and incorporate into your content strategy, the easier it will be to achieve maximum decentralisation. Furthermore, you can use internet tools and software such as Contently, Grammarly, and Hemingway to increase the amount of space available to enhance your written content and be highly creative with it.
Graphic Content Decentralization
Graphic content is on the rise, and if your company has been ignoring it, now is the time to alter that! You should not simply create excellent graphic material. However, you should strive to decentralise it as much as feasible.
Did you know that brain researchers found that people following directions with text and illustrations do 323% better than people following directions without illustrations?
By mixing graphic content with existing written content, you can decentralise it. A fantastic method to achieve this is to use a platform like Canva, which has a plethora of capabilities to assist you in converting your written content into graphics.
When it comes to creating infographics, other tools such as Infogram and Venngage can be useful. Infographics are a vital component of any content strategy, and as such, they play an important role in the decentralisation debate.
Key Takeaway
As a B2B firm, it is difficult to raise your approach in such a way that your competitors are left in the dust. In this aspect, decentralising your material may be the best option! It will enable you to have a greater impact on the industry than ever before. And, in order to efficiently decentralise your content, you'll need sophisticated and game-changing web software like Lumen5 to automate your operations as much as possible – giving you more capacity to focus on developing multifaceted content for a larger audience.
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