Most marketing executives are aware their profession is in the middle of transformation.
Inbound, content and social marketing for lead generation and brand reinforcement are just the beginning. Marketing automation for lead nurturing and sales enablement are additional responsibilities to traditional marketing areas.
Content is the fuel that drives these initiatives for online and on demand buyers as well as selling teams and the channel. As the key success factor, content also becomes the key constraint.
What to do is almost universally understood and agreed upon. Less clear is how to do it. Execution is where the breakdown typically occurs. This is natural, maybe even the definition of a transformative period.
Marketing executives play a significant role in new customer acquisition and profitable revenue growth. Marketing success is key to reducing selling costs that for most organizations are out of control. For marketers, a lot is at stake, both organizationally and personally.
Marketers are responsible for defining content strategy in support of the organization’s go-to-market strategies and tactics. As publishers, they have new content operational requirements never before experienced.
But new content requirements, especially for buyer relevance, use case coverage and multiple formats — and the scale implications that result — have really complicated the operational equation.
Outsourcing content creation to agencies and production companies has a place, but isn’t a scalable solution. Internal people who are not content professionals are creating content. They are a necessary part of the solution. But they require support.
If these are some of your challenges, we would welcome the opportunity to discuss possible approaches with you.