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Technology can ease typical marketing pain points in creating and maintaining content

Creating marketing content is both art and science. The right tools can deliver on the science, freeing up more time to focus on the art.

Using the right tools for any job can make a big difference. It is true in every creative endeavor from cooking, to woodworking, to writing impactful marketing content. Not only will you end up with a better product, but you will create it more efficiently.

When developing marketing content, there are many challenges such as staying true to your brand guidelines, tracking the entire process, working with legal/compliance, and managing your team. You could cobble together a few tools to help, but that creates another set of coordination issues. SaifrReview™ is one tool that helps with content development through to approval. It facilitates collaboration, automates tracking, and adds machine intelligence to complete simple tasks.

Think of the Saifr AI engine as a new teammate who never gets tired, doesn’t need coffee, and lives for monotonous and mundane tasks, like looking up disclosures. It doesn’t replace employees, but greatly assists and empowers them—by identifying potential risks before the first round of review by compliance professionals.

The right technology can help ease your pain points.

Staying on-brand

As your organization grows and more and more teams are creating content, it can be hard to remain in a consistent brand voice. SaifrReview’s natural language processing (NLP) models instantly “understand” brand elements such as tone, gender, age, sentiment, etc. Each piece is analyzed, and potentially problematic words, phrases, and images are highlighted. Each piece is then given a score based on the potential risks found. Content creators can easily prioritize pieces for review. Once they open a document and see the highlights, they will understand why each item was flagged and can decide to change or not. SaifrReview helps make staying on brand easy and proactive.

Tracking comments

In the process of creating great content, there are often many collaborators and stakeholders involved. Content owners are working with copywriters, subject matter experts, legal, compliance, brand governance, etc. Often collaborators and stakeholders are outside your organization- perhaps an ad or PR agency, outside counsel, etc. It can be hard to coordinate everyone’s feedback, determine how to address conflicting comments, and later recall who changed what.

SaifrReview enables all internal and external collaborators to use the same tool and literally be on the same page. All comments, changes, and approvals are shown and tracked. Contributors can comment and build on each other’s comments to get to an agreement faster. And, the AI engine can be an active contributor checking for branding consistency, improper grammar, risky regulatory language, and completeness and accuracy of legal disclosures and footnotes. The marketing owner can easily see the status of each piece and know who has reviewed it. Because SaifrReview provides a first pass at a regulatory review, it can streamline reviews and save time.

Working with your legal/compliance partners

Regulations are important not only because they protect consumers, but they are also integral to the health of markets. Legal and compliance teams are essential to the content creation process. Everyone wants to ensure that public marketing materials follow all applicable regulations and your organization doesn’t break any rules or get fined. SaifrReview provides a first pass review of the more routine, monotonous tasks like disclosures, footnotes, and risky language. The tool analyzes text, videos, and images to determine if they might be promissory, exaggerated, unwarranted, misleading, etc. Content creators can proactively make changes before the legal/compliance team even starts their review. By removing the first pass, your compliance teams can perform their review faster and focus on more complex issues.

Tracking expirations

All content has a set expiration date, and it can be a challenge to track when each piece expires. Sometimes you need to remove the piece from circulation, and sometimes you need to plan for updates before the piece expires. Either way, SaifrReview securely stores all materials and automatically provides clear reporting to show the status and expiration dates allowing you to plan your activities.

Managing capacity

One of the big benefits of tracking all content, comments, changes, and approvals is that you can more efficiently manage your group. You can determine the average time it really takes for pieces to go from start to approval. You can see your pain points and bottlenecks and work to remove them. Are there certain partners who are slow to respond or require too many rounds? You will be able to clearly measure them and their improvements over time. Clear tracking also allows you to capacity plan for your team and for those on whom you depend

Creating marketing content is both an art and a science. The right tools will enable you to partner with computers to deliver on the science, freeing up more time for humans to focus on the art. And, isn’t it the art that makes your message unique and impactful?


Sara Walker

Content Marketing Associate
Sara has a background in numerous word-related fields, including nonprofit communications, literary blogging, community media, English tutoring, and now content marketing. She holds a BA in English from Arizona State University.

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