Centralised generation of any content creates opportunities and problems. Here are three tips to help overcome the problems.
Train the centralised content generators in what the specific voice of the brand is and what its key words are. This is done by the brand “owners” so that the content generators can keep the brands unique.
Have regular and frequent meetings of the brand “owners” and the management of the central content generation section. These should review not only the content but also the process. Both sides should look for how they can kill any steps in the process to speed up the generation of quality content.
The staff of the central content generation section should consume the brands they work on looking for what is unique about them.
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