Case study Insigiam

How Business Teams Can Streamline Their Content Workflow for Success ™

Table Of Contents Introduction..................................................................................................................................................................... pg. 4 Reviewing the Four Pillars of Content Marketing Operations...................................................................................... pg. 6 Planning a B2B Content Marketing & Distribution Strategy......................................................................................... pg. 7-8 Rethinking Workflows for Maximum Efficiency with Insigniam................................................................................... pg. 9-10 Simplifying Content Marketing and Digital Publishing Processes..............................................................................

pg 11-12

Streamlining Your Content Strategy to Save................................................................................................................

pg. 14

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Introduction Businesses must identify an effective B2B content marketing and distribution strategy to get in front of their ideal audience – but the process of planning, creating, publishing, and sharing impactful content across teams and departments is oftentimes messy. With an arsenal of less-than-ideal tools and disparate platforms at their disposal, back-and-forth email communications containing large file attachments, complicated sharing, and the ongoing need for further content repurposing, business teams face more than one bottleneck.

It’s time to rethink things… Because a seamless content workflow, one where creation, publishing, and distribution happen in harmony, is easily attainable. And adopting such a workflow will do the following:

� Boost productivity � Speed up the time from ideation to publication � Expand the range of your content marketing efforts � Bring in more clients � Generate more leads

Let’s start by reviewing the core pillars of content marketing operations and the benefits of simplifying your current processes before detailing how teams can streamline all of their efforts for maximum efficiency.

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3.

Reviewing the Four Pillars of Content Marketing Operations 1 . People

4. Tools

This pillar refers to the teams and individuals tasked with

This pillar encompasses the technology and software tools used

creating,

marketing

to support content marketing campaigns. This includes content

campaigns. It also includes finding and hiring the right talent,

management systems, marketing automation software, analytics

providing proper training and development, and ensuring a

tools, and social media management platforms. The right

good team dynamic that fosters collaboration and open

combination of tech tools can help streamline processes,

communication.

increase efficiencies, and provide actionable insights that enable

managing,

and

delivering

content

data-driven decision-making.

2. Planning This pillar includes developing a content marketing strategy,

These four pillars of content marketing operations are essential

setting

components of a successful content marketing strategy. By

goals

and

objectives,

defining

target

audience and

focusing on people, planning, processes, and tools, organizations

distribution process. It also encompasses the development of a

can execute strategies that drive engagement, build brand

content calendar, editorial guidelines, and workflows.

awareness, and generate better leads than ever before. So, let’s

personas,

and

mapping

out

the

content

creation

3. Processes

move on to key considerations when planning one.

This pillar involves establishing processes and workflows that enable the efficient execution of a content marketing strategy, including content creation, editing, approval, and distribution processes. It also involves the development of performance monitoring and reporting processes to continuously refine and improve content marketing efforts.

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Planning a B2B Content Marketing & Distribution Strategy There are a plethora of considerations when planning a winning B2B content marketing and distribution strategy. Here are four key things to define within your team.

Content Assessment It’s important to assess what’s already in motion. Review your existing content creation, distribution, and management processes and workflows to identify areas that can be improved. Ask yourself: what's working well and what's falling short? If your current workflow hinders content quality and consistency, consider streamlining it. Also, analyze whether or not you’re reaching your target audience and how your content stacks up to your competitors. This will naturally expose gaps and identify areas of improvement in your current content marketing efforts.

Content Goals It’s time to determine your objectives. Set clear and specific goals to measure, track, and evaluate the success of your B2B content marketing and distribution strategy – while ensuring that your goals are aligned with overall business objectives. It’s crucial to monitor progress and adjust your strategy accordingly at any point in time. Decide if you want to increase traffic, generate leads, improve engagement with your target audience, boost sales, or do a combination of several.

Content Strategy It’s time to commit. Create a clear and defined content strategy that aligns with your objectives, including the type of content you will create, the channels you will use to distribute it, and the frequency and timing of your content delivery. You may also need to identify the key performance indicators (KPIs) that you will use to measure the success of your efforts.

Content Management It’s important to stay organized and in control. You need an effective content management workflow in order to create, publish, and distribute your content according to your goals.

This typically involves using tools such as content calendars, task management software, and collaboration platforms to

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streamline your content creation processes. This also extends

to content publishing and distribution platforms like Issuu. You may require input from colleagues in other departments or help from external resources to create, design, and manage your content (think copywriters, designers, and social media managers). That’s where Issuu for Teams shines, enabling easy access, management, and control over assets for groups of users in dedicated publishing workspaces so that you can own your digital distribution in a seamless workflow.

With businesses everywhere focused on optimizing their resources and maximizing the impact of their content, all while reducing spend, the four focus areas mentioned above will put you on the right path to the perfect strategy. We’re going to highlight a business that has dialed in on a winning strategy utilizing Issuu for Teams: Insigniam.

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Rethinking Workflows for Maximum Efficiency with Insigniam Meet Insigniam, a global firm that specializes in organizational transformation consulting for senior executives of top-performing companies across various industries. With a company name derived from the Latin word "Insignia," meaning "We shall act to make remarkable," Insigniam embodies its commitment to catalyzing true breakthroughs, innovations, and remarkable transformations for its clients. Renowned for groundbreaking projects, Insigniam helps clients achieve unprecedented results by building collaborative partnerships, identifying new possibilities, designing innovative approaches, and executing them effectively and sustainably. This impressive work extends to their content marketing and digital publishing strategy, too.

Alongside an entire ecosystem of blogs, audibles, podcasts, and videos, their IQ publication, Insigniam Quarterly, is an award-winning thought leadership magazine created by executives, for executives. Published four times a year, the publication uncovers insights into best practices, hard-earned lessons, and carefully honed perspectives on the art of catalyzing remarkable results for the C–suite. And, in 2023, Insigniam dedicated itself to being fully green — taking Insigniam Quarterly 100% digital on Issuu — with the aim to reduce its environmental footprint and grow its readership.

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AnnS

Their approach to consulting differs from other firms in that they guide their clients' leaders and employees to lead and develop capabilities and competencies within the organization, rather than simply advising or doing the work for them. This distinctive approach to consulting matches their content strategy, too, guided by a solid digital publishing platform, supported with a robust suite of features and capabilities, and relying on collective efforts to put forth the best magazine possible. Powered by Issuu’s Teams offering, Insigniam staff are able to streamline their digital content publishing and approval processes

by

utilizing

seamless

integrations,

dedicated

workspaces, personalized support from a customer success manager, and much more. Discover how Insigniam is simplifying its processes, improving its workflows, and reaching maximum efficiencies with this new digital-first strategy at play.

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Simplifying Content Marketing and Digital Publishing Processes There are many reasons for businesses to follow suit and start

easy to go from pixel-perfect files to page-turning digital

simplifying their content marketing and digital publishing

publications without opening up a ton of new tabs. The team at

processes – and the benefits of doing so are plenty. Insigniam

Insigniam creates content using Adobe InDesign and Canva

serves as a leading example of just how to approach the

before publishing it on Issuu — freeing themselves from relying

adoption of better (and easier) processes, as seen in the

on a publishing company to do the work.

following ways:

Remove Silos Between Teams and Departments With several key contributors and stakeholders involved with the curation and production of Insigniam Quarterly, everyone is able to come together in a single platform using Issuu. Between the Head of Marketing, Director of Content, Social Media Manager, and other staff members hard at work, removing silos between teams and departments is critical to getting the perfect publication out on time and into the hands of clients, readers, and salespeople who rely on it for their outreach.

Centralized Publishing, Approvals, and Sharing Cross-functional and distributed teams can work together

One Powerful Tool with Many Integrations

within Issuu; for example, a designer creates in InDesign and

Moving from design to staging to publishing, sharing, reporting,

exports to Issuu, a copywriter proofs the drafted publication, a

and beyond doesn’t have to be a complicated web of jumping

content marketer logs in to add Links, Videos, and hits publish,

between platforms or people. Using well-integrated tools

then a salesperson begins sharing the link with prospects. With

creates a single workflow, letting users operate in the “loop of

a centralized dashboard, private workspaces for groups of

luxury” so to speak. Issuu has integrations to top-rated tools

users, and the ability to add as many users as you need, teams

like Canva, Adobe InDesign, Mailchimp, and more, making it

can expand and contribute while always staying on brand.

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Approval and sharing processes are sped up significantly within

addresses and printed magazines out of style since the

Issuu for Teams, and employees across the company get

pandemic hit, effectively reaching readers online is more

streamlined access to the content they need to share with

necessary than ever. But SEO is a niche that not every company

prospective and existing clients. Insigniam can now create,

is able to employ an expert in. Luckily, Issuu Flipbooks are

publish, promote, and manage its digital magazine all in one

automatically optimized for ranking on search engines, so users

place.

get an automatic boost to brand discoverability every time they publish. So, after a decade of printing, it was time for Insigniam

Omnichannel Distribution and No-code Embedding

to go fully digital with their quarterly magazine; today, they turn

With multiple formats for distribution — like Articles, Social

a single publication into a range of SEO-optimized assets. They

Posts, and GIFs — and the ability to put professional business

share the magazine as a digital Flipbook, post links across

content where you need it most, Insigniam leverages Issuu to

social media, highlight specific articles as blogs on their

distribute its content across channels and Embed its publication

website, send to a highly engaged email subscriber list, and

right on its website. Additional strategies are taking shape, too,

more.

like using QR Codes in airport lounges where physical copies of Insigniam Quarterly used to sit; zero waste and exactly the kind

Insightful Reporting & Analytics in One Dashboard

of reading experience busy travelers appreciate. Today,

Reviewing the performance of team-created content and

omnichannel marketing with unified messaging and visuals is

monitoring important metrics — like impressions, read, read

critical in getting content to be seen by target audiences. And

time, and clicks — using built-in Statistics makes it easy to pivot

the ability to create several assets from a single file saves teams

in real time. How is specific B2B content resonating with

like Insigniam a significant amount of time while expanding their

prospects? Is it driving more traffic and generating leads? A

reach at a far lesser cost.

dashboard full of insightful, easy-to-digest data helps business users like Insigniam keep track of their magazine’s impact

Successful SEO Without Any of the Work

without the need for additional platforms. Create, publish,

With people no longer sitting in offices tied to physical mailing

share, and analyze in a seamless workflow.

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Streamlining Your Content Strategy to Save In summary, businesses can achieve greater success in their

Issuu helps businesses of all sizes, seamlessly integrating with

content marketing efforts by streamlining their workflows and

the top-rated tools already in their Martech stacks and cutting

using tools like Issuu to simplify the entire content publishing

costs by eliminating printing and digitizing all kinds of content.

and distribution process. By removing silos between teams and

From internal-only employee handbooks to public-facing

departments, businesses can collaborate more effectively and

marketing collateral and sales presentations, impactful content

ensure their content is consistent across all channels. Issuu's

moves people through the funnel faster and improves

powerful integrations and centralization of publishing approvals

conversion rates. Plus, the digital Flipbooks you can publish on

make it easy to distribute content across multiple channels and

Issuu are easy to distribute, share, promote, and track

embed it on websites with no coding required. Additionally, the

engagement with. And the best part? It won’t break your

built-in SEO and analytics tools provide users with valuable

content marketing or publishing budget; in fact, by streamlining

insights into their content performance, allowing them to

tools, businesses can realize big savings.

continually improve their strategies.

The success of Insigniam's content workflow improvements through Issuu serves as a testament to the benefits of streamlining

content

workflows

for

companies

across

If you’re looking for a budget-friendly platform that’s easy to use and fast to adopt, look no further. Sign up to try Issuu today, or, better yet, book a call with our team of experts to see what a Teams plan can do for you.

industries. By doing so, they can save invaluable time and resources while achieving greater reach and engagement with their target audience. What does long-term success look like for Insigniam with digital content? An abbreviated version of Insigniam Quarterly hosted on Issuu will drive readers to their website, while engagement and traffic continue to grow across all digital channels through their magazine, website, blogs, podcasts, and more.

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