Ask the Board – June 5, 2017 | BRYAN MESZAROS


The cost of creating and managing content can become onerous, particularly for small teams with limited resources. What are your secrets for effective content creation on a modest budget?”

It’s hard to say there are any “true secrets” when it comes to managing and generating content as it is more about applying common sense. We tend to work backwards with our clients by establishing a comfortable budget from the beginning. It may seem difficult and awkward, but that truly has to be established before doing anything. From that point, you can begin to structure that cost against the year in terms of what percentages go to: management, content development and even asset generation. Clients tend to (often always) undervalue the time needed for developing “modest” content so you need to calibrate their expectations on how the budget can be set. By that, I mean come up with a reasonable plan as to how often content should be refreshed. Secondly, do a thorough inventory of their graphical/video assets that could be used throughout the year. Lastly, develop a visual design scheme that can reduce the time spent in producing or updating a spot. More often, designers will try to recreate something that may honestly just need a tweak in color or contextual elements.

It’s also important to advise your clients on time spent for content management. Production is crucial, but if there is nothing left in the budget to manage the way it is distributed and aligned with a promotional calendar, then how will it ever be seen? 

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OpenEye Global

Content Council

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