Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Conducting Content: From Dissonance to Harmony

Conducting Content: From Dissonance to Harmony

With today’s pressing content demands, every organization with a website, blog and marketing communication documents needs a content marketing strategy. Below are a few questions to consider when developing your own strategy. Do you know everyone in your organization who creates and/or publishes content? Where are your organization’s creative assets stored and managed? (“My Inbox” and/or “My […]

Rebecca Lieb on April 16, 2013 at 9:16 am

With today’s pressing content demands, every organization with a website, blog and marketing communication documents needs a content marketing strategy. Below are a few questions to consider when developing your own strategy.

  • Do you know everyone in your organization who creates and/or publishes content?
  • Where are your organization’s creative assets stored and managed? (“My Inbox” and/or “My Desktop” are not correct answers.)
  • Do you have an editorial calendar?
  • Do you have content specific metrics?
  • Do you have a channel strategy?

You’ve heard it a million times by now: every brand is a publisher. But no one said it’s easy to be a publisher. Publishing comes with a real need to “feed the beast.” And, that beast is hungry on pretty much a daily basis. Some brands, such as Red Bull, tweet up to 200 times per day.

Content demands have become near-constant and must increasingly be executed in real-time or near-real-time.

Yet, on the organizational level, content tends to be created and managed in silos. The social team does this, marcomm does that, and PR has its own concerns; meanwhile, community, customer support, creative and advertising teams are each on separate missions. The inevitable result is duplication of efforts, wasted resources, and inconsistent messaging.

At the same time, an ever-increasing number of channels and platforms demand both new skills and increase the need for cross-functional coordination and orchestration.

As an analyst, I’m very close to publishing new research on how brands are organizing internally to meet the demands of content marketing, the result of dozens of interviews with senior marketing and content executives. My report publishes this month. Below is an advance look at the enterprise models we’ve identified for orchestrating content within organizations to ensure that it’s created in harmony with strategic goals, as well as properly resourced across departments and divisions.

company-content-marketing

Descriptions of the various groups in the model are provided below.

Content Center Of Excellence

A consortium of experts from a variety of organizational divisions, generally spanning marketing, advertising, communications, community, social media, IT, analytics and creative groups. This group provides leadership, evangelization, best practices, research, support, and/or training.

Editorial Board Or Content Council

Content creators and/or marketing, social and communication executives who meet regularly and with relative frequency to align content around an editorial calendar, plan workflow, and make assignments, coordinate initiatives, and share and repurpose assets. Tends to be more tactical than strategic.

Content Lead

An executive within the marketing organization who leads content initiatives editorially and/or strategically. Often, this person is a seasoned journalist, editor or producer. While this person may oversee direct reports, they do not possess cross departmental authority.

Executive Steering Committee

A cross-functional strategic group comprised of senior executives, focused on gut checking and approving content from the perspective of product/subject matter expertise, as well as, marketing/creative. A core function is to ensure content is aligned with high-level strategic goals. This group tends not to focus on tactics or day-to-day management.

Cross-Functional Content Chief

A senior executive with cross-departmental authority, able to set a global content strategy for the organization. Does not necessarily oversee a significant staff, but does possess authority and buy-in from senior management. The title of this role varies. It may be chief content officer, but this is more likely in an agency or editorial setting. Brands are disinclined to create new C-level appointments.

Content Department/Division

An in-house or agency department that is charged with the ongoing delivery of large scale content creation. Often this is heavily technical, meeting a high demand for mobile, video, and visual content. Frequently, this group is charged with localizing content for regional and global territories.

Demands around content strategy, creation, production, management and measurement of content are increasing at nearly every organization. While it’s not realistic for many to engage dedicated staff and full time resources, it is critical to develop plans and infrastructure to effectively and efficiently address this growing reality.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    3 changes coming to Google Ads audience features

    FTC hits Twitter with snark and $150 million fine for allegedly selling security data to advertisers

    Hootsuite joins TikTok’s Marketing Partner Program

    Getting started with the Agile Marketing Navigator: Aligning on a Guidepoint

    Webinar: Benchmark your social media performance for a competitive edge

About The Author

Rebecca Lieb
Rebecca Lieb has published more research on content marketing than anyone else in the field. As a strategic adviser, her clients range from start-up to non-profits to Fortune 100 brands and regulated industries. She's worked with brands including Facebook, Pinterest, The Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Save the Children, and The Federal Reserve Bank of New York. Rebecca was until recently an analyst at Altimeter group, and earlier launched Econsultancy's U.S. operations. She was also VP and editor-in-chief of The ClickZ Network for over seven years, also running SearchEngineWatch.com. She's also held executive marketing positions with major global media companies. Rebecca has written three digital marketing books, the most recent is Content: The Atomic Particle of Marketing.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

The MarTech Conference logo.

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

The SMX Conference logo.

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Benchmark Your Social Media Performance For a Competitive Edge

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

The State of Influencer Pricing

How to Measure Influencer Performance

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.