Because the best marketers deserve great content.
How The Rockettes Run a Yearlong Content Machine
The need for content never stops. That can be an especially big challenge when your business is more high-profile during certain times of year. Even when your store has just finished a big seasonal sale, or when your can’t-miss event of the year has just concluded, Marketing must still keep the brand in the public eye. The importance of staying top of mind can’t be overstated.
The corollary to that: the need for efficiency never stops. When you’re committed to sustaining mental availability, you need to have an easy, established process for taking a piece of content from ideation through approvals to final publication and distribution as fast as possible. At the same time, all this content has to feel fresh, no matter the time of year.
That’s what the digital content team for The Rockettes realized. They needed a System of Record for marketing to keep content workflows running at a fast pace.
While The Rockettes performs only a few times a year, the digital content team needs to keep as much attention directed to the famous dance troupe as possible all year long; organic social posts driving to a new blog post are one of the primary drivers to Rockettes.com no matter the upcoming show schedule. But the team was having trouble keeping track of different types of content — blog posts, social posts, photos, videos — and had to constantly check whether it was repeating messages or tapping into relevant themes.
So how do experts in web, social, and design — each with their own part to play in the creation of a new piece of content — keep the content baton passing between them smoothly? The answer lies in a combination of a key Percolate features, including:
- A world-class, multi-channel planner that lets the team see what’s coming across channels like Facebook, Twitter, YouTube, Instagram, and Snapchat
- Collaborative workspaces and conversation streams where designers and writers with different schedules can drop the copy and visuals needed for social posts
- Automated approval workflows that let Jennifer Cacace — the Director of Digital Content for Rockettes productions under parent company Madison Square Garden Sports and Entertainment — review on content in a timely manner.
Read our new case study to learn more about The Rockettes and how they keep content going all year long.