The Marketing Content Pipeline is Mission Critical

By Deborah Holstein

80% of businesses are deploying content across their entire organizations indicates a recent report by Altimeter. From marketing to sales, support to customer success, content is the undisputed fuel for the entire customer experience – regardless of the department responsible for the touchpoint.

This isn’t surprising because all the metrics point toward how high quality content works — visuals increase comprehension and recall as well improve engagement and sharing. For example:

Plain and simple, your organization is dependent on marketing-produced content. Not just for customer acquisition, but for every single part of the customer journey. This dependency has dramatically increased the demand for high quality, original content and it increases the criticality and strategic importance of a consistent, reliable and flexible supply of high quality content.

Conducting the content orchestra

Creativity is at the core of every blog post, social update, case study, video and infographic that attracts and engages our customers. And the creative development process is messy, dependent on unpredictable flashes of inspiration, prone to redrafts and needs the review and approval of increasing numbers of stakeholders. Yet, the deadlines are set in stone.

When you add external freelancers and agencies to the mix who may be working on different aspects of the same campaign along with internal stakeholders or external partners who also need to contribute or approve, the complexity in the process increases exponentially.

We can think about the creative collaboration process as an orchestra of talented, specialized musicians. If just one of the players – creators, agencies, managers and reviewers – lags behind or falls out of tune, the entire piece is ruined. Today’s marketing manager and CMO act as the tireless conductor of this ad hoc orchestra, yet many times, there isn’t a common score from which everyone plays.

This makes it difficult to answer the critical question of will this content or campaign be delivered on time? How will the groups and departments who need this content get access to it? Once launched, how is it performing and are changes or adaptations needed?

Marketing leaders need insights into the creative lifecycle of each of these projects and for many teams, it’s almost impossible to get their answers without significant non-creative administrative make-work. This is why fixing the marketing content pipeline is so critical to the success of any business. Fortunately, the world of sales provides an example of what can be done to solve the problem.

The sales force awakens

More than 10 years ago, most sales organizations faced similar problems with the sales pipeline. Needing visibility into how deals were progressing in order to forecast whether targets would be met and to know where more resources were needed, sales leaders invested heavily Go to the full article.

Source:: Business 2 Community

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