BM-CD-M-25-002
1. Purpose #
1.1 To define a structured workflow for the Creative & Design team in producing high-quality, brand-aligned content that supports the company’s and clients’ strategies.
2. Scope of Application #
2.1 This procedure applies to all visual and multimedia content created for social media platforms across all Blih Marketing & Communications accounts and client brands.
3. Definition #
3.1 Social Media Platform: – Digital channels where content is posted and shared includes Instagram, Facebook, LinkedIn, TikTok, Telegram etc.
3.2 Content: – refers to any visual, written, or multimedia material created and shared across digital platforms to communicate a message, promote a brand, or engage an audience.
3.3 Content Calendar: – A planning tool that schedules upcoming social media posts, campaigns, events, and deliverables by date and platform.
3.4 Brand Guidelines and Visual Identity: – A document that outlines visual and messaging standards for a brand, including colors, fonts, tone of voice, and logo usage.
3.5 Call to Action (CTA): – A prompt (e.g., “Click here”, “Shop now”, “Send us a DM”) intended to guide users toward an action.
3.6 Real-Time Trends / Timely Opportunities: – Trending topics or events happening online or in the world that are relevant to the brand and can be leveraged quickly for content engagement.
3.7 Feedback Loops: – cycles of reviewing, commenting, and updating content between teams and/or clients to refine the final output.
3.8 Performance Metrics: – Analytic data used to evaluate how well content or campaigns perform, such as reach, impressions, engagement rate, click-through rate (CTR), or conversions
3.9 SEO:-SEO is the process of optimizing content on websites and social media to increase visibility and attract more organic traffic.
4. Responsibility #
4.1 Digital Marketing Executive
4.1.1 Communicate with the business development team about the client request and agreement.
4.1.2 For existing clients communicate with the clients marketing team regarding their request.
4.1.3 Draft and implement the monthly content calendar for every client including blih.
4.1.4 The content calendar shall state the plan from two weeks to month depending on the client and blih agreement.
4.1.5 Work closely with designers and motion artists to ensure visual outputs match strategic intent.
4.1.6 Visualize the contents aligning the client request with hot trends.
4.1.7 Organize all needs to track type, priority, deadlines, and progress.
4.1.8 Conduct ongoing research on target audiences, platform trends, and competitor activity.
4.1.9 Keep up with digital trends and proposed content ideas to improve engagement and relevance.
4.1.10 Initiate AD’s/boost including the budget required to boost that is presented to both the responsible team and the client on the necessity of the boost.
4.1.11 Manage the scheduling and publishing of posts across platforms using tools like Meta Business Suite, TikTok, or LinkedIn.
4.1.12 Monitor content performance metrics (engagement, reach, conversions) and prepare bi-weekly or monthly reports including the analytical reasoning on the increment and decrement of the performance metrics.
4.1.13 Prepare and present performance summaries and campaign updates and Coordinate approvals from clients or senior team members.
4.1.14 Ensure all content complies with platform policies, advertising guidelines, and brand standards.
4.2 Business development department
4.2.1 The account manager is responsible for announcing new clients along with their agreement through email.
4.2.2 The business development officer shall clarify the marketing requests of the clients and ensure their requests are within Blih capability.
4.2.3 The account manager shall ensure the contents align with client requirements, avoiding complaints from the clients.
4.2.4 The account manager is responsible for the response rate of client’s feedback, i.e. it shall be within one hour of response during working hours and till three hours response during non-working hours excluding nights.
4.2.5 The account manager is responsible for clarifying with clients in the case of if certain resources are not provided such as photos…., if the resources will be provided by the client or by Blih according to the signed agreement.
4.3 Technology department
4.3.1 Launch marketable products along with their essential features to be marketed.
4.3.2 Provide clear requirements and unique features in comparison with competitors through email.
4.4 Finance
4.4.1 Analyze the cost and benefit of the content considering the budget it requires for marketing.
4.4.2 Approve the budget upon the request of the creative team considering the cost benefit analysis.
5. Work flow #
5.1 Communicate with the business development team about the client request and agreement.
5.2 Communicate with clients and accept content requests through direct communication tools.
5.3 Prepare a content calendar by identifying upcoming campaigns, key dates, and deliverables.
5.4 Monitor real-time trends, timely opportunities relevant to the brand.
5.5 Optimize SEO by researching keywords, enhancing on-page elements, improving site performance, and updating content for better visibility and engagement.
5.6 Organize all identified content needs (calendar-based, trend-based, client-requested) into a central dashboard as google slides presentations.
5.7 Prioritize each content needs by type, urgency and deadline to ensure efficient workflow and timely execution.
5.8 After preparing a content calendar or receiving a client brief, clarify the objectives, expected formats, and target audience to ensure clear understanding and alignment.
5.9 Collaborate and assure within the rest of the creative Team including the designer and video editor to align on deliverables, timelines, and execution based on the brief.
5.10 Ensure all content aligns with the brand’s visual identity, tone, and objectives outlined in the brief including facilitating feedback loops between the client and design team to refine deliverables as needed.
5.11 Adapt content based on audience behavior and content preferences specific to each platform (e.g., short-form videos for TikTok, professional tone for LinkedIn) to maximize engagement and relevance.
5.12 Ensure all captions, tags, mentions, and visuals are accurate and reviewed before going live.
5.13 Carefully review all content for grammar, spelling, branding consistency, visual clarity, and alignment with platform guidelines before publishing.
5.14 Ensure that each piece of content receives internal approval from the creative director and from the client’s side too.
5.15 Schedule and publish content using approved tools (e.g., Meta Suite, LinkedIn, telegram).
5.16 Track audience interactions across all active platforms, including comments, direct messages (DMs), and mentions, to assess content reception and engagement trends.
5.17 Reply to audience messages and comments promptly in a tone that reflects the brand’s voice, fostering community trust and engagement, in cases of negative interactions, aware of the client’s situation and responding accordingly.
5.18 Identify recurring feedback, or concerns from the audience, and report insights to the team for continuous improvement and proactive brand reputation management.
5.19 Proactively identify and flag any issues, inconsistencies, or risks in content or scheduling, and communicate them to the relevant team for correction or revision.
5.20 Conduct monthly reviews of campaign performance, content effectiveness, and overall workflow efficiency using analytics and platform insights.
5.21 Prepare and submit performance reports to clients, highlighting key results, insights, and recommendations for ongoing improvement and future optimization.
5.22 Assess client satisfaction and improvement based on insights and performance reviews.
6. Generating records #
6.1 << N/A>>
7. Reference documents #
7.1 <<Client and Blih agreement>>
8. Relevant documents #
8.1 << N/A>>
9. Flow chart #
