The global pandemic has forced teams to work remotely and start utilising cloud-based technologies for collaboration, says Andrew Lomas, the co-founder and director at Creative Folks.

“These tools may have been in-use partly to facilitate content exchange with external suppliers and agencies, but typically are not secure. The fragmentation of content leads to duplication, version management issues as well as compliance problems that can expose an organisation or individuals to privacy or competitive disadvantage, “ he warns.

It’s in this context that Lomas will present episode four of Sitecore’s Content Conversations,  a webinar series that brings together content experts and creators to discuss the role of content in modern marketing. Which-50 is a partner in the program.

Lomas told Which-50, “In order to deliver future content at scale, it is necessary to reapproach the institutional processes and invest in an integrated and streamlined approach to the content planning, lifecycle, and distribution.”

We asked Lomas to describe the key points he wants the audience to take away from his presentation. He offered three issues;

  • We have cloud-based tools like Google Drive and Docs lack scalability, create fragmentation, and do not provide the necessary single source of truth for business systems downstream.
  • Content and marketing teams are no longer resource-rich so automation and integration need to be a focus to support the future state.
  • Integrated technology and intertwined streamlined processes are necessary for omnichannel marketing.

Arriving in Australia in 1998, Lomas started working with Apple just as Postscript was revolutionising the creation of advertising. This was at the forefront of workflow transformation, including the introduction of digital photography and multi-channel publishing.

He says the Creative Folks team has now been working for 20 years integrating content technology to deliver on business outcomes.

Lomas also described what he says are the common mistakes or misconception brands make with their approach to content.

“Brands too often focus on jobs, tasks, and campaigns in silos and not through an omnichannel lens. Creating content for individual specific channels only means rework and double handling to suit a different channel.”

You cannot efficiently control, scale, or ensure compliance, if it is created, approved, and stored in distribution systems, Lomas suggests. 

“You are relying on people and their access to those systems to add, update or demote content as part of its lifecycle which is too prone to human error and a disconnected experience in today’s digital world.” 


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