Are You Drowning in Content Chaos?

Let’s face it, marketers have been developing content for eons, and we don’t need to discuss the basic process around content development. But there are several new factors that require content operations and associated processes to bind it all together.

In last month’s blog post, we discussed the fourth of five core marketing processes essential to effective and efficient marketing operations — the campaign development process. This month, we are discussing content operations.

Let’s face it, marketers have been developing content for eons, and we don’t need to discuss the basic process around content development. But there are several new factors that require content operations and associated processes to bind it all together:

  • A requirement to develop content in such a way that it can be splintered
  • Multiple sources of content (including blog posts) from many regions of the firm
  • New formats for content such as interactive whitepapers
  • New channels for business including blogs, Facebook, LinkedIn, and Twitter
  • New requirements for tracking content effectiveness

If you arbitrarily combine the disparate teams developing content, with the types of content, the tools for handling and storing content, and all the channels, the result is chaos.

Content Operations Process

In 2015, the Content Marketing Institute shared that on average, B2B marketers allocate 28 percent of their total marketing budget to content marketing. That’s right, one third of the total budget going to content and yet:

  • Only 30 percent of B2B marketers say their organizations are effective at content marketing, down from 38% last year — Content Marketing Institute, 2015
  • 55 percent of B2B marketers say they are unclear on what content marketing success or effectiveness looks like – Content Marketing Institute, 2015
  • Only 32 percent of B2B marketers say they have a documented content marketing strategy — Content Marketing Institute, 2015

Wow! One third of the marketing budget is devoted to content and yet only one third have a strategy.

To avoid the chaos and spend your budget wisely, you will be well served by organizing your content operations along these lines:

Author: Kevin Joyce

Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.

Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at kevin@pedowitzgroup.com. Download TPG’s new white paper: "TPG ONE: A New Approach to the Customer Journey."

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