They should all be invested in your content because it will benefit everyone. But, as you probably know all too well… that's not always how it goes. If the only people who care about your content are the team members who make it, you have a big problem. If your client's team or your approver doesn't understand why they should care about your content, Ghost Mannequin Effect why should they? Now imagine if, instead, everyone cared about your content. Sales and marketing teams are excited about the new narrative that informs their own strategies. Customers and approvers alike are excited to see how the content will advance their own agendas.
Your content producers are thrilled because they have an enthusiastic following and feel like what they're doing matters. This kind of enthusiasm is not as difficult to obtain as one might think: you just have to involve everyone. Ghost Mannequin Effect Ask all stakeholders what they want from the content at each stage of the process. Figure out what would entice them to fast-track content to approval, then deliver it! When your content finally hits the approver's desk, they should not only know what it is, they should be thrilled to see it happen. "If the only people who care about your content are the team members who produce it,
you've got a big problem. If your client's team or your approver doesn't understand why they should care about your content, Ghost Mannequin Effect why would they?" — Harry Mackin Click To Tweet 5 — Optimize your approval process When your goals are set and your whole team is excited to achieve them, you've laid the groundwork for the most impactful step of all: redesigning and optimizing the approval process itself. Now that you've established goals and KPIs, you have something concrete to check your content against.