The challenge of marketing content at scale

The Challenge of Managing Content Operations at Scale

Our research found that the challenge of managing content marketing and the growing cost and complexity of content operations has emerged as a major problem for marketing executives. Many of those surveyed reported it is a huge challenge to manage the complexity, inefficiency, and ineffectiveness of their content operations, despite its growing importance in the eyes of marketing leadership. “Managing content effectively is the single greatest challenge to our marketing organization,” according to David Master, the CMO of the Janus Funds.

Challenge of marketing content at scale

The most common problems cited in the interviews with marketing executives include:

  • Low content usage – Marketing executives expressed their frustration that the vast majority of their content is not opened or consumed by customers, prospects or influencers. “Based on our experience measuring content usage on our web sites, the Pareto Principal, or the 80-20 rule, is more like the 99.99 to 0.01 rule when it comes to content utilization. When we measured it we found that only a few of our assets were regularly consumed or shared,” according to Mark Yolton, VP of Digital Marketing at Cisco Systems.
  • The time and effort it takes to find content – 61% of executives surveyed report it is difficult for their salespeople to find marketing content when they need it. For example, a recent analysis by the marketing team at VMWare found that 75% of the content that gets localized and pushed to regions goes unused for lack of awareness by the sales and marketing channels
  • Lack of alignment with the go-to-market process – Too much of the content that is created does not align with or support the entire customer journey so it’s impact on sales is limited. “Content marketing is equated with demand generation, which is very myopic. We need to span the holistic engagement lifecycle.  For many, the real content journey begins after the sale”, according to Lisa Arthur, CMO, Teradata Marketing Application.
  • The inability to materially impact sales results – Another problem is that content is not driving measurable business outcomes. A recent survey by Richardson – a global sales training company – found that most sales managers don’t believe the content created for them by marketing either motivates customers to buy, drives cross-selling or challenges the customer mindset. And over 40% of marketing executives surveyed were not sure they are getting a positive return on their investment in marketing content in terms of brand building and lead generation.

These “content problems” have become major business issues because they are increasing the cost of sales and hurting the ability of marketers to drive top line growth from their investments in digital, social, and mobile technologies and solution selling.

Given these near-universal facts, the big questions being asked by marketing executives are:

  • Why is it so hard to manage marketing content?
  • What can marketing leaders do to improve the situation? (View Presentation)

According to Peter Smerald, an expert in Content Management from EMC, “One reason marketers are struggling to find ways to improve content performance, is they do not do a very good job describing the problem they are trying to solve. This is generally because they don’t understand the underlying economics of content operations. So they don’t do a very good job solving the problem”

 

The challenge of managing content is great but the quality of content – thought leadership or entertainment value – is now critical to differentiating the brand and driving engagement. Selling stories, ROI models, and customer case studies are essential to supporting “value conversations” that accelerate sales, drive margin, and change minds

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The Effectiveness of Content Marketing Directly Impacts Top Line Growth

Why Brand Publishing Has Become So Critical to Growth

96% of marketing executives surveyed agree that the quality and structure of their marketing content is essential to achieving their growth goals and increasingly defines the job of the CMO.  “The quality and organization of marketing content is critical to achieving our goals – including branding, demand generation, sales and employee engagement,” according to John Costello, the President of Global Marketing and Innovation at Dunkin Brands.

For example, over 70% of the marketing executives surveyed believe the effectiveness of their marketing content directly impacts their ability to drive top line growth with digital, social, and mobile technologies and supports core branding, demand generation, and value selling programs.

content critial to growth

Brand Publishing accelerates growth by providing the fuel that runs targeted, personalized, content-based marketing and sales enablement programs.  For example, compelling and actionable content is important to getting response from earned, owned and paid media investments.  The quality of content – thought leadership or entertainment value – is now critical to differentiating the brand and driving engagement. Selling stories, ROI models, and customer case studies are essential to supporting “value conversations” that accelerate sales, drive margin, and change minds.  And without content governance, it is impossible to deliver personalized digital experiences in digital, social and mobile channels.  In addition, streamlining the process for planning, creating and delivering insights and offerings to customers creates competitive advantage by increasing speed to market and agility.

 

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Why is Brand Publishing Critical?

Why is Brand Publishing Critical?

First, what is Brand Publishing?

Brand Publishing is defined as the production, management, distribution, and optimization of marketing and sales content at scale.  It has become essential to the future growth of every business and critical to the success of every Chief Marketing Officer (CMO).

5 Reasons Brand Publishing is Critical to the Success of the CMO5 reasons cmo content marketing brand publishing

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.

Over 90% of CMOs 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 re-engineering 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.  CMO’s are looking for more effective ways to deliver highly personalized and engaging content across sales, marketing, and media channels. They also need to find sustainable and cost effective ways to produce and manage content at the scale needed to support growth.

Brand Publishing accelerates growth by providing the fuel that runs targeted, personalized, content-based marketing and sales enablement programs. For example, compelling and actionable content is important to getting response from earned, owned and paid media investments. The quality of content – thought leadership or entertainment value – is now critical to differentiating the brand and driving engagement. Selling stories, ROI models, and customer case studies are essential to supporting “value conversations” that accelerate sales, drive margins, and change minds. And without well- targeted and “modular” content, it is impossible to deliver personalized digital experiences in digital, social and mobile channels. In addition, streamlining the process for planning, creating and delivering insights, and offerings to customers creates competitive advantage by increasing speed to market and agility.

 

Not convinced yet?  Then download our free research report titled 10 Steps to building a Brand Publishing Center of Excellence.

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Listen to the “Publish or Perish” Webinar

Listen to a 45-minute discussion of how the best marketers are making the transition from marketer to publisher by establishing internal systems and processes to plan, create, manage, distribute and optimize content operations at scale in a large and complex company. During this webinar, Stephen Diorio, the Director of the Brand Publishing Institute will share original best practices research and practical examples drawn from interviews with hundreds of leading marketers across the globe.

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How Recording Academy CMO Evan Greene is Hitting All The Right Content Notes

To get insights into the changing role of the CMO in a digital world, I interviewed one of our panelists, Evan Greene, CMO of the Recording Academy. Evan’s marketing team supports hundreds of thousands of music creators and students with a wide range of music education, professional development, support, and recognition (the Grammy Awards) services.

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Listen to our Speech on Improving Sales Effectiveness

Yesterday, I spoke to a group of marketing and distribution executives about ways to improve sales effectiveness at the Wheelhouse Annual Conference: Doing More for Less: Creating a More Efficient Industry. The talk focused on the huge impact marketing content has on sales effectiveness and cost to sell in today’s selling environment.Our research with hundreds of leading organizations – including Asset Management leaders like Legg Mason, Janus and the Hartford Group – has taught us that content is the silent killer of sales effectiveness and the fuel that drives 100% of the executive growth agenda

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How to Execute A Thought Leadership Selling Program

How to Execute A Thought Leadership Selling Program 

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The notion of establishing thought leadership has emerged as a top priority as growth-starved organizations look to differentiate themselves with new ideas, education, and relevant solutions that address buyer pain and influence their perceptions of value.

Thought Leadership Selling Programs take a systematic approach hto delivering new ideas, relevant advice, and compelling solutions to prospects and customers through sales, marketing and media channels.  A Thought Leadership Program provides your sales and marketing team with a sustained stream of education and advisory content that helps them open doors, make more effective sales calls, differentiate your organization and deliver trusted advice.

A Thought Leadership Program is:

  • Based on a strategy that integrates sales process, communications, branding and product sales goals
  • Built upon a well thought out set of thought leadership assets including advisory content, tools and resources
  • Delivered to customers using disciplined multi-channel programs and coordinated customer touches

Based on our experience executing Thought Leadership Selling Programs for over a fifty market leaders such as Adobe, CBS, Digitas, DuPont, Ernst & Young, Intuit, Oracle, PwC and SunTrust Bank, we define a Thought Leadership Selling Program as taking a programmatic approach to delivering new ideas, relevant advice and compelling solutions to prospects and customers using sales, marketing and media channels.  A successful Thought Leadership Program will provide your salespeople with a disciplined and coordinated stream of advisory content that helps open doors, make more effective sales calls, differentiate your offerings, andThought Leadership Selling Report deliver relevant advice.  Specifically, there are three steps to designing and executing a Thought Leadership program that will help your sales force generate measurable sales growth in the next sales quarter:

  1. Define a thought leadership strategy that aligns with your growth strategy
  2. Publish thought leadership assets that enable the go-to-market process
  3. Engage customers using a mix of marketing, media and sales channels

These three steps are outlined in our report entitled: Thought Leadership Selling: How To Systematically Drive Top Line Growth with Education, Ideas and Insights.  will explain why Thought Leadership is so important to sales success and practical steps your marketing team can take to drive measurable sales outcomes deep in the sales funnel with ideas, insights and education.

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Mike Marcellin, CMO of Juniper Networks: Delivering Personalization in Sales and Service Channels

94% of senior-level executives believe delivering personalization is critical or important to reaching customers because it differentiates the customer experience and drives better sales and marketing outcomes. But PwC Digital IQ research shows most marketers don’t execute personalization very well.
To uncover the secrets to profitably enabling and executing personalized content experiences that leverage customer data and insights, I will host of panel of CMO’s– entitled Personalization: Fusing Creative & Analytics on October 17th, 2016 at the DMA’s Strategic Summit is an exclusive, invitation-only event for Marketing Executives attending &THEN and are active VP’s and above.

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Geraldine Calpin, CMO of Hilton: Redefining the Guest Experience Using Digital, Data, and Technology

In today’s environment, to deliver a superior guest experience you need to go above and beyond, and be obsessive about innovating for the guest. Never stop. Make things much simpler. Eliminate friction in the travel experience. Better recognize and reward your best customers.
And technology gives us an amazing toolkit to redefine the guest experience in game changing ways. Analytics to better understand customers. Mobile and intelligent devices to engage, track, and assist guests. Digital and social channels to communicate.
The trick is to use these technology tools to find new and better ways we can deliver white glove treatment.