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Experience the Brand Publishing CMO Boot Camp Online Education Platform

We invite you to take the introductory class to our executive education program – The Brand Publishing Bootcamp for Chief Marketing Officers.

This modular, online, self-directed program is designed to quickly and efficiently teach CMO’s – and the marketing executives responsible for managing Marketing Content Operations – how to successfully manage the rising cost and complexity of content operations, and sustainably fuel content-intensive sales and marketing programs.

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Introducing the Brand Publishing CMO Boot Camp

Brand publishing has emerged as a critical corporate competency as marketing organizations and their agencies struggle to create the high quality, contextual, well-structured marketing content essential to the success of virtually every modern marketing program. Marketing content now represents over one quarter of the sales and marketing investment in most companies and is viewed as “the life blood” of modern marketing.

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The Brand Publishing CMO Boot Camp Overview

CMOBootCampTeaserThe Brand Publishing Boot Camp for Chief Marketing Officers was created by the faculty of The Brand Publishing Institute to help CMO’s and the executives charged with managing content operations master the ten core competencies for:

  • Planning and producing the content they need to execute on their growth agenda and support modern marketing programs;
  • Reducing the cost and complexity of managing marketing content operations at scale;
  • Transitioning their organization from a traditional marketing to a publishing model

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. In fact, 96% of marketing executives surveyed by the Brand Publishing Institute agree that the quality, organization and structure of their marketing content is essential to achieving their growth goals and increasingly defines their job.

This modular, online, self-directed program will quickly teach you the ten core competencies essential to executing Brand Publishing in a large complex organization.  It will provide you a Blueprint for managing Marketing Content Operations at scale.  Executives participating in the will learn the ten key points of control, leverage, and scale in the publishing process, including:

10 Competencies ListThe ultimate goal of this program it to provide you the tools and business case to better managing your content operations…(6 clicks) and improve the top and bottom line results your marketing team produces.  By taking this class, you will learn practical ways to:

  1. Delivering more personalized customer experiences in digital, social and mobile marketing channels;
  2. Maximize the impact of earned, owned and paid media and digital marketing channels;
  3. Consistently executing value selling in sales and service channels;
  4. Maximize the ROI of your investment in marketing and sales enablement technology;
  5. Differentiate the brand and customer experience in the eyes of the customer;
  6. Reduce the cost and complexity of content operations.

The Brand Publishing Institute CMO Boot Camp is designed to efficiently teach CMO’s – and the marketing executives responsible for managing marketing content operations – how to successfully manage the rising cost and complexity of content operations, and sustainably fuel content-intensive sales and marketing programs. At the end of this modular, online, self-directed program you will be able to:

  1. Apply brand publishing best practices to the production, management, distribution, and optimization of content
  2. Create a Brand Publishing Center Of Excellence to build the systems, skills, and processes needed to succeed
  3. Understand the 10 key points of leverage, scale, and control in the enterprise publishing process
  4. Evaluate how and where technology can create leverage and scale in the publishing process
  5. Create and communicate a vision, business case, and roadmap for making the transition to Brand Publishing
  6. Benchmark, measure, and track your organizational maturity and progress against their goals and best-in-class.

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You can experience our our exclusive curriculum at this link and proprietary online executive education platform, contact us at 203-226-6020 or via email at  info@BrandPublishingInstitute.com

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Content Through the Eyes of the CMO

BPI coverBrand 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).

Making the Transition to Brand Publishing Whitepaper

The Brand Publishing Institute surveyed hundreds of global marketing executives and subject matter experts to identify the ten things a CMO needs to do well to transform their marketing operations to a publishing model. To develop a complete picture of the most recent Brand Publishing trends, performance levels, and management practices, and technology solutions – The Brand Publishing Institute undertook four parallel sets of original primary research in the third quarter of 2015. These included:

  1. A Forbes Insights survey of 368 senior level marketing executives who have responsibility for content operations to identify trends, benchmarks and best practices for publishing, managing, and distributing content at scale.
  2. Qualitative interviews with 25 marketing executives from leading global corporations identify trends, benchmarks and best practices for publishing, managing, and distributing content at scale in corporate marketing.
  3. Interviews with over 50 subject matter experts on Brand Publishing, content strategy, and to identify the ten core competencies necessary to execute a publishing model in a corporate marketing environment.
  4. An analysis of over 1,000 marketing technology solutions to identify the top 100 Best of Breed Brand Publishing solutions and the handful of technology partners with the breadth of solutions, experience, and execution capabilities to help the CMO define a roadmap for enabling Brand Publishing with technology.
  5. Extensive secondary research to validate the marketing best practices including, success stories, benchmarks, and documented business impact results.

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.

Our research found that managing 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. According to David Master, the CMO of the Janus Funds, “Managing content effectively is the single greatest challenge to our marketing organization.”

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

BPI created a white paper that summarizes the ten brand publishing core competencies and the practical steps marketers are taking to better manage their content operations at scale. The full detailed 140 page analysis – which includes 50 best practices for executing Brand Publishing – is available in research reports, executive workshops and online certification programs offered by the Brand Publishing Institute.