Whitepaper Cover ImageGet A CMO Blueprint for Managing Marketing Content Operations at Scale.

This year, the Brand Publishing Institute conducted extensive research to uncover best practices to provide marketing executives a holistic methodology for organizing, optimizing, and systematizing enterprise-wide publishing processes.

Our most recent research report – Ten Steps to Building a Brand Publishing Center of Excellence – found that Brand Publishing – defined as the production, management, distribution, and optimization of marketing and sales content at scale – has become essential to the future growth of every business and critical to the success of every Chief Marketing Officer (CMO). Publishing has emerged as a management competency critical to the success of the digital marketing, social media and sales enablement programs that drive growth. Marketing executives overwhelmingly agree that without effective marketing content – including videos, white papers, collateral, articles, case studies, blogs, and training – these advanced sales and marketing systems will not produce the results they need.

But in order to successfully produce, manage, and distribute marketing content at a significant level of scale, marketers will need to rethink their content operations in order to fundamentally shift the content cost and performance curve. “The pressure to differentiate the brand, use more channels, and manage complexity is growing fast – to the point that doing business the same way will not work. Current processes will not scale. You need to adapt and reengineer your processes,” according to Connie Weaver, the CMO of TIAA-CREF.

To lead this transformation, marketing executives are increasingly casting themselves into the role of publisher. “At this point, most brands have decided that they are publishers. Now they are trying to figure out the nuts and bolts of what publishing means in a corporate marketing environment from a people, process, incentives, skills, and systems perspective”, according to Kathy Baughman, Director of the Brand Publishing Institute, and one of the report authors.

93% of the Chief Marketing Officers surveyed view the creation, management, and distribution of marketing content as a primary responsibility for the marketing organization. The majority report they own the planning, governance and distribution of content in media and sales channels. According to Tim Vellek, Senior Vice President of Marketing at Ricoh Americas, “Content has a huge impact on growth, on everything we do in marketing. So now I have become a publisher. I hold the purse strings. I set the direction. The Editor-In-Chief reports to me.”

Marketers who do not optimize their publishing process are putting their growth plans at risk. As marketers adopt more-advanced marketing practices, the volume of marketing content and the complexity of managing it will continue to grow. Over time, the demand for well-organized, high-quality marketing content threatens to outgrow the labor-intensive content production and management systems that prevail in most marketing organizations. At the end of the day, marketers will not be able to “write” or “spend” their way out of this problem. They will have to change. According to Brad McLane, Managing Director of RSR Partners “CMO’s that do not make the transition from marketing to publishing (content, curation and community) put their growth strategies – and careers- at risk”

Over 90% of CMO’s agree that their organizations must morph into a publishing function in order to execute on their growth agenda, and manage the rising cost and complexity of content operations. Many have begun the process of transitioning to a publishing model so they can sustainably create the content needed to achieve their growth goals. Leaders are reengineering outdated marketing processes, adding new publishing skills, editorial management structures, and technology platforms.

But most marketing executives don’t know how to apply the principles of publishing to their marketing operations. And they want help.

To help CMO’s find more effective ways to plan, produce, deliver and optimize highly personalized and engaging content across sale, marketing, and media channels the Brand Publishing Institute offers on site Brand Publishing Executive Workshops to teach marketing leaders and the their extended teams practical and fundamental ways to plan, source, target, manage, distribute and track highly effective marketing content that drives measurable for their organizations.

The workshops are designed and delivered by the faculty of The Brand Publishing Institute to help CMO’s and the executives charged with managing content operations to:

  • Plan and produce the content they need to execute on their growth agenda and support modern marketing programs;
  • Reduce the cost and complexity of managing marketing content operations at scale;
  • Transition their organization from a traditional marketing to a publishing model

This four hour on-site executive workshop is designed to teach CMO’s and their extended team’s practical ways to sustainably create the quality of marketing content they need to grow, while managing the cost and complexity of content operations. Using our proprietary Brand Publishing methodology, best practices research workbooks, and online certification program, experts from the Brand Publishing Institute will teach your marketing team ten core competencies they can apply in day-to-day content operations that will help them:

  • Gain a deeper understanding of how they support the publishing process in their organization;
  • Meet changing customer expectations for relevant, insightful, and interactive content;
  • Reduce the cost of sourcing, managing, and distributing content across the enterprise.
  • Increase the utilization and ROI of mobile, social and digital marketing technologies;
  • Execute on targeting and analytics to deliver personalized content experiences;
  • Quickly and proactively deliver the right content to your sales team in selling situations;
  • Plan, produce, and target marketing content that achieves collective business goals.

This program will benefit the CMO and the first line managers, practitioners, agencies, and contributors, who need to work as a team to produce, manage, distribute and optimize the marketing content essential to the corporate growth agenda. Our team will customize an agenda to suit your process and business goals.

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