B2B marketers are assuming more responsibility for revenue.
Marketers are moving beyond lead generation to own “end-to-end demand management” with marketing automation for lead nurturing techniques. In leading organizations, CMOs are responsible for overall customer experience.
To accomplish these objectives, marketers have adopted content marketing, as well as inbound and social media marketing tactics.
Audience and buyer relevant and useful content is a critical success factor for these initiatives.
Success Constraints and Causes
Among the many content challenges marketers universally report is the need for a constant stream of quality content to support ALL use case requirements across the entire buyers journey, and for all engagement methods.
While the constraints include the usual suspects: resources, skills, budgets and time; we have found the two most important and generally neglected reasons are:
- Poor or no business level content strategy
- A new reality that the traditional content operation model is obsolete and can’t meet new requirements of digital era audiences, content and delivery channels.
Each tactic group is usually responsible for creating content they require. Not only do they lack an effective content strategy, they have no business level content strategy to leverage.
The conventional content process typically creates one deliverable at a time. Content is produced for a single purpose, and in one format.
Using agencies, third party production companies, as well as new internal producers, adds significant people support requirements to the list of content operations challenges.
New audience requirements for content relevance, coverage and channel appropriate formats creates new burdens the traditional process can’t meet.
All customer-facing, content dependent groups — in marketing, sales and channel organizations, as well as customer service and HR — must think of themselves as “content constituents” of the organization’s content operation function.
Rather than each group finding ways to get content developed, we recommend they define and document their specific content use case requirements. This is essential input to the individuals and groups that create content.
This is one example of what we see as an important, emerging organizational content competency. Organizations must shift their approach to content from ad hoc, silo content creation, to a strategically planned and coordinated, professional approach to content.
This approach when supported by professionally managed content operations this resolves many content challenges: the need for quality content that performs well, faster content availability and coverage than existing processes.
For the enterprise, it resolves the crippling constraints of the traditional approach, and delivers content support to top enterprise business objectives.