A templated workflow can help boost creativity.

I have been asked to talk about templated workflows several times in the past couple of months. I wanted to take those debates and bring them down to a more simple level and spell out some of the positives.

So we all know what the challenge is and why templating can help I have tried to summarise a typical media company’s requirement.

You have a content driven workflow.
You make stories from text, images and sometime video/audio.
These stories have multiple destinations.

• Print (Magazines, Newspapers, Bookazines etc.)
• Web (Sites, Tumblr, blogs etc.)
• Social (Facebook, Twitter, LinkedIn, Instagram etc)
• Aggregators (Facebook articles, Apple news, Flipboard etc.)
• Apps (iTunes, Google play, Amazon etc.)

Each destination requires a heading, intro text, body copy etc. and images.
The content needs to be tagged for rights management and SEO
The stories need to be scheduled and delivered to deadlines.
Audience response needs to be monitored and collated.
Data needs to be analysed and summarised.
Appropriate follow up action needs to take place.

Now, all of this can be done manually and most often is, but not only is this the more expensive way of doing things it also tends to be mundane and boring. In which case we should get the machines to do it whilst we humans get on with the more creative, more enjoyable tasks.

There are of course many ways to automate aspects of workflow and templating is just part of the bigger efficiency picture. For publishers under pressure to place content in many destinations templating can be a great aid.

So, focusing on just the print template part of improving the workflow let’s start with content having arrived. Text is placed in a simple form. The likely destinations are ticked, this then allows multiple headings i.e. one for print, one for Facebook, Twitter etc. Sub headings or first paragraphs are tagged. Body copy has a length indicator. Images are associated with the copy indicating the lead image so this can be used in social and aggregator sites depending on rights. These simple tagged packages are then distributed to the workflow system in preparation for further approval/work.

Once approvals are complete the package can then be flown into the specific destination workflows for further refinement, approval or delivery. Typically if the destination is print the content is flown into a pre-made template where headings, sub headings and body copy are all automatically styled. Only then does a designer finesse the pages. The same is applied to web and aggregation channels where the goal is to be as automated as possible so time can be given to creative flair where required rather than being eaten up by more mundane tasks.

As automation solutions become more available and affordable and in the near future when artificial intelligence is integrated into the everyday work environments we should be able to free the creative teams from the boring and repetitive tasks to focus on the innovative and instinctive work they enjoy the most.