60 percent of marketing executives across all industries agree that content marketing is critical to the success of inbound marketing.
Churning out a steady flow of content to meet the expectations of a world that is always-on challenges even the most sophisticated marketing organizations. As a result, many CMOs are mimicking the proven techniques of publishing organizations to keep up with demand.
P&G’s Mark Prichard sent shockwaves through the marketing community when he reallocated millions of dollars in ad spend to the organization’s social communities. When things settled down, CMOs across all industries, whether consumer or business-to-business, began similar moves to fund content marketing due to its ability to get customers more socially engaged.
Thanks to social’s steady proliferation, buyers have a larger range and variety of venues to share their thoughts, feelings and advocacy about a brand. Moreover, today’s search algorithms often favor the dynamics of content sharing and engagement when ranking results. Hence, brands are making bigger and broader-based investments in creating compelling content their customers and advocates will want to share.
Despite the clear trend, many marketing organizations are struggling to become advanced content marketers since existing structures favor the execution of traditional campaigns, often with long lead times. Adopting publishing habits makes sense, since these organizations are set up to meet the demand for ongoing news. Moreover, marketers are starting to realize that egocentric-oriented ad copy does not always represent the type of editorial content buyers want to share.
As a result, many marketers are replicating the habits, processes and governance of newsrooms, staffing their department with editorial directors, content analysts, writers and editors in addition to designers. But hiring the right people is only the tip of the iceberg. Migrating to full-scale content marketing requires a new set of practices.
Search algorithms often favor the dynamics of content sharing and engagement when ranking results, a factor that has significantly increased investments in content marketing.
In this piece, Razorfish outlines several of the important components of building a content organization, including:
- Crafting a vision, mission and governance model
- Building an editorial team
- Scaling the operation
- Responding in real-time
- Recommendations for next-generation content marketers