The marketing approval process can be a cumbersome experience due to the involvement of multiple stakeholders. It is crucial to understand the underlying theory of the process, in addition to utilizing marketing software to streamline and expedite the process. A marketing approval process oversees the creative and marketing assets from conception to campaign launch. This article provides valuable insights into the various components of the marketing approval process and offers expert tips to navigate each stage seamlessly.
The marketing approval process plays a vital role in ensuring that your company or client’s branding and messaging are correctly portrayed across all communication channels. The individuals and methods involved in approving marketing assets and activities may vary for each organization. However, a marketing approval process encompasses coordination between content creators, executive staff, and external stakeholders. It also tracks the modifications, feedback, comments, change requests, versions, and actions taken throughout the creation of marketing assets.
A strong marketing approval process includes a complete history of modifications, feedback, comments, change requests, content versions, and sign-offs as content creation progresses. It involves the coordination and collaboration between content creators, stakeholders, executive staff, clients, and brand partners.
The effectiveness of a marketing approval process depends on various factors such as the size of the organization, the content creators, the types of content being produced, the need for final approval before launch, and project deadlines. A well-structured content approval flow includes essential steps in marketing content production, pre-defined stages of internal creative/marketing review, pre-defined stages of non-creative stakeholder approval, preset deadlines, status updates, and approval checklists.
The key steps in creating marketing content include different content stages that may vary depending on the type of asset or campaign. These stages may involve concept approval, copy approval, design approval, digital marketing approval, and tech approval. These stages ensure that content creation progresses smoothly and efficiently.
Internal creative/marketing review stages involve content review within the creative team. This process includes concept approval, copy approval, design approval, and digital marketing approval. These stages ensure that the creative team is aligned with the project’s vision and goals, and that the content meets the necessary requirements.
Non-creative stakeholder approval stages involve seeking input and approval from subject matter experts, legal review, and client management or sales review. These stages ensure that the content is accurate, compliant with industry regulations, and meets the requirements of clients or project scopes.
To maintain a smooth workflow, a marketing approval process should have pre-set deadlines, status updates, and approval checklists. Pre-set deadlines provide time limits for each stage of work, ensuring timely progress. Status updates indicate the stage of the marketing process, allowing for easy tracking. Approval checklists provide reasons for decisions and action items based on feedback, streamlining the approval process.
Challenges in the marketing approval process arise from the chaotic and ever-changing nature of marketing. Delays can occur due to reliance on email for tracking feedback and approvals, lack of transparency in email threads, and the disconnect between feedback and specific items.
In summary, the marketing approval process is a complex and crucial aspect of marketing production. Understanding its components and implementing a well-structured process can help marketing teams navigate the approval process more efficiently and effectively.